ios 14 Impact On Facebook Ads
iOS14 IMPACT
What You Need To Know
get the free slide deck on this
VIDEO EXPLAINER
What's Changed
Facebook Pixel / Conversion API
Apple’s new introduction of PCM (Private Click Measurement) for web attribution
PCM = No measurement for App-to-Web Conversions or cross-domain
AEM = This will restrict, aggregate and delay your ad campaign data
Facebooks new protocol to work with PCM will "result in the loss of customization and granularity we’ve all been accustomed to"
As Facebook rushes to patch all the flows that will break their processes from the iOS14 update
Data use limits will force a cap on the number of events per domain (8 events)
3 Day waiting period on new OR changed prioritized events
The importance of 8 event prioritization point
Events attribution limits effects on measurement, optimization and targeting
Flow In Relation
How Apple’s ATT Works In Relation To Facebook Ads
No change to data use.
Limited data use. Aggregated Event Measurement will restrict, aggregate and delay events attribution.
❗️To account for less data, Facebook will make significant changes to web advertising flows.
❗️This will broadly impact tools across Facebooks ad systems.
NEW protocols
Moving forward, this is how Apple and Facebook will process data from ads.
Private
click measurement
- Does not support App to Web conversion
- Does not support Cross - Domain Measurement
Aggregated
Event Measurement
Will Limit Transmission of User Data While Still Supporting Critical Advertiser Use Case
- Does not support App to Web conversion
- Does not support Cross - Domain Measuremenet
only
Events
Campaigns optimizing for more than 8 events will be automatically paused.
This means that brands with multiple domains operating out of the same ad account (like multi-national brands) will have their campaigns paused.
❗️Facebook DOES NOT have a solution for this. This will cause a lot of problems.
Domain
Verification
It’s EXTREMELY IMPORTANT that you verify your main URL associated with your website. This will be the URL that you prioritize your main 8 events from to optimize conversions for.
Domain
Verification
It’s EXTREMELY IMPORTANT that you verify your main URL associated with your website. This will be the URL that you prioritize your main 8 events from to optimize conversions for.
8 Events Prioritization
Brands will need to prioritize their 8 events per URL. Below is an example 👇 for eCommerce brands that have an emphasis on Purchase Conversions.
Optional Event 1
Pageview
Add To Cart
Add Of Payment Info
Optional Event 2
View Content
Initiate Checkout
Purchase
-
Optional Event 1
-
Optional Event 2
-
Pageview
-
View Content
-
Add To Cart
-
Initiate Checkout
-
Add Of Payment Info
-
Purchase
AEM In Events Manager
This is how Facebook AEM appears in Events Manager on the tab to the right of Pixel Data.
OKAY, WHAT NOW?
ACTION ITEMS TO TAKE NOW
When a user opt’s out of ATT, Facebook will only attribute event data to your 1 highest prioritized event (most likely a Purchase) only if the Purchase occurred after an ad click.
So if they View Content, Add to Cart, Initiate Checkout, Add Payment Info but DO NOT Purchase; you won’t receive any of those valuable data points from iOS devices.
Advertisers need to IMMEDIATELY go into Events Manager > Aggregated Events Measurement and select their top 8 conversion events in order of highest priority.
Apple hasn’t announced their enforcement date yet, but it will be any day now! Do it now to avoid disruption to your campaigns
Today
Today
- You Can Track Unlimited Events
after ios 14 update
- All of your Prioritized 8 events will be attributed if users opt-in.
- Only 1 of your events will be measured based on your highest prioritized event
- Only your 8 Prioritized events will be returned.
- Only 1 of your events will be measured based on your highest prioritized event.
Changes in optimization
& targeting
Expect drastic changes in your targeting and how Facebook’s algorithms optimize your campaigns! Remember, Facebook’s magic rests within how many data points it can optimize from.
Less Data = Less Optimization
Optimization Changes
Expect performance declines in your Prospecting & Retargeting efforts.
CUrrent Attribution Window
28 Day Click or 1 Day View.
Fututre Attribution Window
7 Day click or 1 Day View.
Measurement
Reduction in conversions attributed. Conversions attributed won't have demographic breakdowns.
Final
Takeaway
Expect Efficacy Reduction
Lets be honest here. Less data will mean worse optimizations.
We know this is a very fluid situation. Facebook is actively working to create predictive data modeling based off of the gaps in data. Brands should expect to see performance drops, but if you’re actively following best-practices and educating yourself on the newest changes, you will be okay. It’s just more of a reversion to top of funnel optimizations based on CPC’s, CTR’s and CPM’s.
If you have any additional questions or insights, give us a shout at: hi@monsteragency.com
😀 We’ll get through this & become stronger together!
