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How iOS 14 Changes Can Affect Facebook Ads & What To Do About It?

Have you ever imagined that a time will come when an unexpected occurrence will disrupt how you advertise your business online? Did it ever cross your mind that you might wake up one day and find out that you can no longer target almost half of your potential audiences? Well, some shocking news is causing panic for Facebook advertisers right now.

Apple made a public announcement saying that it will introduce some changes pertaining to the privacy of users in the iOS 14, their latest phone operating system. As you may already know, this will greatly impact how advertisers will receive and tabulate conversion data. Most advertisers use tools such as the Facebook tracking pixel to track and retarget users who might have shown interest in their products or services.

 

But what’s the way to go since Apple has decided to change the face of the advertising game? This will affect every business that advertises on mobile apps. Even advertisers that target and give reports through the Facebook tracking pixel won’t find it easy anymore.

 

There’s nothing you can do to stop Apple from implementing these privacy changes in the iOS 14 update. As an advertiser or business owner, you just have to find your way around the unfavorable situation. That’s why you need to learn how to structure your Facebook advertising campaigns to blend with the new environment. In this article, I will show you what can be done about the iOS 14 privacy changes.

How Can You Prepare For The iOS 14 Updates?

Let’s have a look at certain changes that you need to make to prepare yourself ahead of the iOs update. Facebook Pixel has already released a few guidelines to help you get ready. You will navigate to Advanced Events manager via admin privileges and verify all the domains that are associated with your business. Business verification simply means that you are confirming the business you claim to own. You will receive a verification code or complete the verification of your domain.

 

You should note that domain verification requires you to place a special code on your site’s code. You can do it yourself, or better still, inform your webmaster. When you complete the process, it will prove that you are associated with the domain and have authorized access to the business’s private data.

 

The next thing to do is edit the events for your website through the Advanced Events Manager. Well, it can take above 48 hours for the details to be updated so you should do them before the deadline. If you neglect all these guidelines and make the necessary changes after the deadline when iOS has begun to enforce the privacy changes, you would have to wait for about 72 hours for your configurations to get accepted.

Adverse Effects of iOS 14 New Privacy Changes On Your Tracking Data

Let’s set the facts straight and understand the true picture of things. The iOS update will reduce the granularity of the events and data being captured in the Events manager platform. Here’s an example so you can understand it better. Rather than provide specific amounts that represent each customer’s purchase, it will combine the values of what all your customers bought and give you price ranges. If you don’t understand the scenario yet, let’s look at it another way.

Let’s assume that your business has an Order Value that varies between $1 – $200. You can decide to activate the “Value Optimization” button via the Events manager. Here’s what this will do for you. It will break down the data into 4 or 8 categories. The data ranges will end up being displayed like this;

4 Event ranges representing your customers purchase value: $1-$50, $50-$100, $100-$150, $150-$200.

8 Event ranges representing your customers purchase value: $1-$25, $25-$50, $50-$75, $75-$100, $100-$125, $125-$150, $150-$175, $175-$200.

What this means is that you will be able to see the order values of your customers but you won’t be able to identify those who bought and the exact amount they paid. Apple is trying to conceal the data of its users. So these event instances are made to be anonymous so the privacy of the customers is guaranteed.

You should also take note of the fact that you can only capture a maximum number of 8 events and each event counts even if they are being grouped. So you may be wondering what your advertising fate might be at this moment? Well, you will still be able to capture event ranges as usual but you can’t get access to certain data such as the percentage of people who added products to carts, those who initiated checkouts, and the number of people who added their payment information.

At this crossroads of your online advertising journey, you have to decide what depth of information matters the most to you. You have to strategize on how you can make do with the data that you are allowed to capture. As an advertiser, you are used to collecting every data possible to ensure that you track every customer’s data to make the advertising process a very seamless one. But due to the iOS 14 changes, you have to go back to your drawing board and understand how to utilize fewer data.

You need to also assign priority to the events that are most important to you. Facebook has said that when a customer performs several actions during a web session, they will only send high priority events to you for conversion. The statement further buttresses the fact that you need to decide on the best events to track.

In simpler terms,

the iOS 14 update gives you access to a limited amount of events and you have to pick the most important data points for you. The new privacy policy changes can only let you receive a single data point per tracked user. Since you are faced with such limitations, it’s advisable to arrange the events in backward chronological order. So that you can give the purchase and its related values the highest priority since it’s the last action that your customer takes. Here’s how the logical sequence of events should be reversed;

  • Added the payment info
  • Initiated checkout
  • Added an item to the cart
  • Viewed website content

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