If you haven’t heard about it yet, Apple has released an update – iOS 14 and this is really messing with everyone’s Facebook Ads!
So, what’s it all about? Basically, Apple’s new update is allowing Iphone users to OPT out of being tracked using pixels, and word on the street has it that in the United States 96% of iOS users are staying OPTED OUT of tracking.
Yep, a huge 96%. Globally, the stats are around 88%.
What does that mean for you?
If you’re a business who uses Facebook advertising and tracks conversions, this update will make it really hard to track that.
Here’s the update from Apple – Apple’s policy will prohibit certain data collection and sharing unless people opt into tracking on iOS 14 devices via the prompt. As more people opt out of tracking on iOS 14 devices, ads personalization and performance reporting will be limited for both app and web conversion events.
The Facebook pixel is not going to provide reliable data regarding conversions again????
It doesn’t mean you can’t still be using Facebook ads, but if you want to see how many conversions your ad produces, the data isn’t going to be very accurate.
There are a few work arounds that can be done if you want to continue to get more accurate data and I’ll share those with you soon.
For now, what you need to do to make sure your Facebook Ad Manager account is up to date is:
If you jump into your Facebook Ad Manager account, you will see a notification and it will take you to the right point to:
Verify your website.
Domain verification establishes which Business Manager Account has the authority to configure and prioritize the 8 available conversion events for a given domain. Learn how to verify your domains.
Set-up Aggregated Events (8 conversion events in priority order than are the MOST important conversions you want to track).
Here’s the Apple overview:
Aggregated Event Measurement limits domains to 8 conversion events that can be used for conversion optimization. Those 8 conversion events can come from one Facebook pixel or multiple pixels. For example, if a business called Feroldi’s has 3 pixels, let’s say Pixel A, Pixel B and Pixel C, then Feroldi’s will need to choose which 8 events they want to include in their event configuration between the 3 pixels. If they choose Pixel A’s purchase event, Pixel B’s purchase event and Pixel C’s purchase event, that would count as 3 of the 8 events. After they choose their events, they would need to prioritize them.
So, don’t give up on the Facebook Ads just yet. Just be aware that if your business has had a strong focus on re-targeting ads, then your conversions may not look as good as they used to!
For now, jump into Facebook Ads manager and make sure you have your domain verified and the 8 key aggregated events set up.
Don’t you just love Digital Marketing and the constant changes ????????