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How Apple iOS 14 affects advertisers and businesses

Apple has announced changes with iOS 14 that will affect how advertising platforms collect data to display ads.

Specifically, Apple will begin to require that apps in the App Store that engage in what Apple defines as "tracking" to show a prompt to iOS 14 users, in accordance with their AppTrackingTransparency framework. Apple's policy will prohibit certain data collection and sharing unless people opt in to tracking on iOS 14 devices via the prompt. As more people opt out of tracking on iOS 14 devices, ads personalisation and performance reporting will be limited for both app and web conversion events.

Since most advertisers and businesses use Facebook marketing for their website, we will be covering how the changes affect Facebook ads optimised for conversion events that occur on your business website.

Limitations brought about by iOS 14

There are quite a lot of implications on Facebook marketing with changes in iOS 14, but we will be highlighting the more severe limitations.

  1. Your pixel may only optimise for a maximum of eight conversion events for each domain. All other events will be unavailable for campaign optimisation.

  2. Real-time reporting will not be supported and data may be delayed up to three days. Web conversion events will be reported based on the time the conversions occur and not the time of the associated ad impressions.

  3. Delivery and action breakdowns, such as age, gender, region and placement will not be supported.

  4. As more people opt out of tracking on iOS 14 devices, the size of your website Custom Audiences may decrease.

  5. As more devices update to iOS 14, the size of your retargeting audiences may decrease, affecting the delivery of dynamic ads.

We find that the last 2 limitations particularly severe, as they affect ads targeting and retargeting.

What you can do to prepare for iOS 14 changes

  1. Verify your website's domain to avoid disruptions of your ads campaigns.

  2. Install the Facebook Pixel via an IMG tag.

  3. Configure up to 8 preferred web conversion events per domain using Events Manager.

In short, the changes in iOS 14 make advertisers and businesses worse off in their digital marketing efforts. If you find it challenging to navigate the new changes, talk to a digital marketing expert to see how we can best help you.

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