iOS 14: What it Means for your Facebook Advertising Strategy and How to Navigate the Changes.

iOS 14: What it Means for Your Facebook Advertising Strategy and How to Navigate the Changes.

One of the most talked-about changes so far this year has been Apple’s iOS 14 update, particularly how it impacts business advertising campaigns.

This update has been and will continue to affect every single business that runs ad campaigns for leads or sales across social media platforms such as Facebook, Instagram, YouTube, LinkedIn and Pinterest.

Don’t sweat. I will run you through what these changes are, how they will affect social media advertising and what you can do to adapt to and make the best of these changes so your business can still reach its advertising goals.

What will be changing in iOS 14?

The iOS 14 update will include changes to how apps collect data, which will have a big impact on how businesses target and optimise their ad campaigns.

The update will require apps to ask users for permission to track their activity through a pop-up prompt.

If a user opts out of being tracked, their data will not be recorded, thus affecting ad targeting, optimisation and conversion measurements.

Given the current concerns on privacy and internet security, it seems highly unlikely many people would want to give permission for their online activity to be tracked.

 It is also important to note that each device has an Identification for Advertisers, or IDFA, which helps advertisers see whether or not their ads are effective.

Currently, approximately 70% of users give permission to share their IDFA with apps, but this is expected to drop significantly with the introduction of iOS 14.

Another part of this update will affect your Facebook pixel, which will now only report and optimise for a maximum of eight conversion events for each domain.

What’s a conversion event? Conversion events are the actions people take on your ads. For example: completing a sign-up form is a conversion event, purchasing a product is another.

All these actions taken by your audience when they interact with your ads are called “conversion events”.

Facebook will automatically determine the top eight conversion events most relevant to your business based on previous activity. All other events will be paused but you will be able to manage your preferences in the Events Manager.

In addition, there will also be a three-day delay on data display for the data that comes from iOS 14.5 users. This is because of Apple’s Private Click Measurement protocol, which can restrict and delay data access.

 

How will this affect social media advertising?

This change will affect social media advertising in three main ways.

1.      Limitations to targeting.

As more people opt-out of tracking, your retargeting audience sizes may reduce.

When you create a retargeting audience, anyone who visited your website from an iOS 14 device may not see your retargeted ad.

2.      Dynamic ad limitations.

Dynamic ads use your Facebook pixel to show ads to people who have already shown interest in your business.

With the total number of pixels per domain restricted at just eight, ads will be less personalised and therefore likely to be less effective.

3.      Delayed results reporting.

Not being able to see changes in real-time means you might not be able to respond to a trend in time enough to take advantage of it.

Advertisers rely on these results to make quick adjustments to ad creatives, copy, audiences and spend based on how well the ad is doing, or to make the decision to pull the ad altogether. 

 

How can you make the best of these changes?

Thankfully, with some preparation, you will be able to adjust to these changes and make the best of them. Here are your action steps to help you minimize the impact on your campaigns:

1- Verify your website domain

Without verifying your website domain you won’t be able to run conversion campaigns. Facebook will pause all conversion campaigns if you don’t take this step.

Verifying your domain also allows you to configure your conversion events, which are essential to track your campaign results.

To verify your website domain follow the instructions provided by Facebook here.

2-  Manage your pixels.

Spend some time deciding which eight events are the most important to your business and focus on using that data to create effective ads.

Then, go to Facebook Events Manager, and configure your web events. Instructions here.

If you’re are a FAB client, don’t worry about it, I will do for you.

3 - Look at your Google Analytics.

Your Google Analytics will help you track your website visitors. You will no longer be able to rely solely on Facebook data, so your own website analytics will help provide important insights.

Make sure you have Google Analytics on your website so you can track your traffic sources without relying solely on Facebook data.

4- Grow your e-mail list

It’s always been a great idea to grow your email list, but now more than ever, it’s essential that you don’t rely solely on ads and on a cold audience.

Having a database of customers and subscribers will reduce your reliance on the Facebook pixel for retargeting. You can import your email list to Facebook ads Manager and serve your ads to your already warm contacts.

5-     Develop a holistic digital marketing strategy.

Social media ads are just one part of an overall marketing strategy. Cast your net wider and develop a marketing plan that includes a variety of things, such as SEO, email campaigns, organic social media, Google ads, etc.

Your ability to target might be hindered, but having a good understanding of your audience and a solid marketing plan will help you achieve your business goals.

 While the iOS 14 changes are less than ideal for businesses engaging in social media advertising, it does not mean it’s not worth it. Facebook advertising remains one of the best ways to grow your sales and your business, providing the best return on investment.

As outlined, there are many ways to make the best of the changes to ensure your business can still create effective, hard-hitting ad campaigns

Resources & Reading:

·      FB Business Help: Facebook Pixel Updates for Apple ios14 Requirements

·      FB for Developers: What is Domain Verification & How to Verify your Domain

·      FB Business Help: Configure Events to Use Aggregated Event Measurement

·      FB Business Help: About Conversions API to improve the performance and measurement of your Facebook ad campaigns.

 If you need help with your Facebook and Instagram advertising, reach out! book a free 30 min strategy call with me now to see how I can help you turn your dollars into profit.

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