Facebook Advertising Vs. Apple iOS 14

The Impact Of iOS 14 On Facebook Ads

Apple declared item and strategy changes for the information move and the iOS 14 update. The genuine ramifications for sponsors on applications like Facebook are now starting to be felt. We advise you about the future Effect of iOS 14 on the conveyance of advertisements on Facebook and carry you nearer to Facebook’s response. Before the iOS 14 update and the related Application Following Straightforwardness (ATT) from Apple, Facebook clients with Apple gadgets could limit the application from gathering information in light of quitting. 

Even so, since this was covered up profoundly in the application settings, few individuals had any awareness of it and, like this, scarcely utilized this choice. Toward the start of 2021, Apple will present a select-in for following inside applications on all gadgets with iOS 14 – and not simply on Facebook! This implies numerous other applications, like Pinterest and H&M, are additionally impacted. Clients are made mindful of the pick-in while utilizing the particular application.

What Does This Mean Fundamentally For Advertisers On Facebook?

If the client consents to utilize the information, (nearly) everything is equivalent to previously: the way of behaving of the clients can be recorded, estimated, and detailed. Assuming the client objects, in any case, this implies that Facebook needs to confine the utilization of the information, and the change occasions are just detailed in a restricted, collected, and deferred way. This applies no matter the working framework since the Facebook framework does not affect the clients’ gadgets. Accordingly, the progressions and constraints are mostly legitimate and can’t be adjusted to various gadgets or working frameworks.

Facebook’s Response To ATT

Facebook reacts to the changes with Aggregated Event Management (short: AEM). We will explain the consequences of this in more detail below. 

Effects On Tracking

Beforehand, publicists could make however many transformation occasions as needed, covering the whole pipe to the smallest change. This is presently plainly restricted. A limit of eight transformation occasions for each space will be allowed with a select in. On account of a quit, then again, just the transformation occasion with the most elevated prioritization counts, paying little mind to the number of change occasions the client set off. Subsequently, numerous occasions will not be apparent, influencing your promotion streamlining. For this reason, Facebook will add another region in the Occasions Chief for autonomous definition and prioritization. In the first place, Facebook will do this naturally as follows:

1. Purchase
2. AddPaymentInfo
3. InitiateCheckout
4. AddToCart
5. ViewContent
6. ViewCategory
7. CompleteRegistration
8. Lead

You can change the tracking events any time, resulting in a data delay of up to 72 hours. In addition, a cool-down phase of up to three days begins for each newly prioritized event, during which the event cannot be tracked, and no ad groups can be optimized accordingly. Therefore, a well-thought-out selection and prioritization of the events are important. To further determine your conversion events, it is important to verify your domain. You also have to expect a reduction in the size of your app connections and the size of your custom audiences based on app activity and your website custom audiences as more and more users will turn off tracking on their iOS 14 devices. 

Impact On Reporting

The attribution window in Ads Manager will be reduced to a maximum of seven days instead of the previous 28 days. In the future, you will be given a choice between the following options:

1. 1 day click
2. 7-Day Click (Default after Apple introduced restrictions)
3. 1-Day Click and 1-Day View
4. 7-Day Click and 1-Day View (Initial standard from late January)

Beginning in late January, the 7-Day Snap and 1-Day View attribution window will be the new attribution setting. While this change doesn’t influence promotion serving, you ought to anticipate a drop in complex transformations here, particularly if you’ve recently utilized a more extended attribution window, for example, a 28-day click and a 1-day view. Indeed, even after the attribution settings changes produce results, you can get to the information gathered after some time using the Promotions Experiences Programming interface. 

This implies the information is saved, regardless of whether it is not generally shown in the Promotions Chief. Your latent missions will reveal authentic information utilizing the heritage account-level attribution window. Likewise, the determination and settings of the attribution window presently occur at the promotion bunch level rather than at the advertisement account level, to no one’s surprise. You ought to likewise anticipate revealing deferrals. Since constant detailing is not generally upheld, your information must be sent with a deferral of as long as three days. Web change occasions are recorded as they happen, no matter what the hour of the promotion impression. 

For change occasions of your iOS 14 Application Introduce crusades, the time they are sent to Facebook by the SKAdNetwork Programming interface counts. Moreover, later on, it may be feasible to separate segment attributes for OnPlatform measurements, like the active visitor clicking percentage. As of now, this will not be workable for off-site change occasions. Here is a little stunt to keep away from this “issue,” assuming that you have adequate information: Make a different promotion bunch for each age gathering and orientation so a further breakdown is required without any problem. 

Restrictions On iOS 14 App Install Campaigns

If you run iOS 14 app install ads, beware: Due to the reporting restrictions, you have to create separate campaigns for them. Also, only one ad account can be linked per app, but you can use the same ad account for multiple apps. In addition, a maximum of nine campaigns can be run simultaneously per iOS 14 App Install campaign. Each campaign may contain a maximum of five ad groups with the same optimization type. If you deactivate or even delete one of these campaigns, you must wait 72 hours before this campaign is no longer counted, and you can create another campaign. 

The auction remains a booking option for these campaigns but no longer has “reach and frequency.” Since the SKaDNetwork API for iOS 14 App Install campaigns delivers aggregated campaign-level results to Facebook, you can use statistical models to display your results at ad group and ad level in the future. This applies if the campaign consists of more than one ad group and ad. In the case of web conversion events, on the other hand, statistical models can be used to show the conversions of iOS 14 users. 

What Happens To Dynamic Ads?

In principle, you can still use Facebook’s Dynamic Ads. However, consider whether your granular retargeting setup is still playing enough or whether certain settings must be combined in a single ad group. In addition, your catalog should ideally be set up so that only one pixel is used. If multiple domains are used, each domain used as a product URL should be verified.

If you want to promote your business app via dynamic ads, create a link-click-optimized campaign to redirect all iOS 14 devices to the correct app destination. Some iOS 14 devices target a page in the mobile browser instead of an app or app store by default. You should also expect the size of your retargeting target group to be affected by dynamic ads as more and more devices will switch to iOS 14. 

So How Can You Save Your ROAS?

1. Verify your domain to continue controlling your conversion events. Domain verification must be performed for the top-level domain Plus 1.
2. Check your tracking events for relevance, and sort and prioritize them. In this way, you ensure that important events are recovered while less important ones are reported.
3. Calculate the reporting deviations if you have previously stored a different attribution window than will be the case in the future. Create a report for the past year 2020 segmented by month with the metrics Amount Spent, Purchase ROAS, Purchases, Cost per Purchase, and Purchase Conversion Value. It would help if you took the whole year to account for any seasonality. Please look at the report with the previous attribution window and compare it with your future attitude. So you can find out how much worse your results will be and what multiplier you can count on to get comparable results to the previous ones. You can also easily check your goals, such as target ROAS or CPA, and adjust them if necessary.
4. Check your automatic rules and, if necessary, set the attribution window to 7-Day Click to avoid unnecessary surprises, especially if they are based on CPA or ROAS. 

Our Conclusion

There is no reason to panic, even if that sounds like many changes. Only the future will tell if and to what extent the coming changes will affect the effectiveness of delivery optimization. Certainly, some approaches must be changed, and strategies must be redeveloped. Nevertheless, we can be sure that Facebook will also develop solutions and new ideas here.

Also Read: What Is Google Display Advertising?