Impact Of Apple’s iOS 14 on Facebook Ads

The impact of iOS 14 on Facebook Ads and other advertising platforms can be disrupting for advertisers. With the release of Apple’s iOS 14.5, a new feature has been introduced to give users more control and privacy protection around data collection by third-party applications. While the controls were previously available, but users had to manually check for them. With this update, Apple users will be prompted by their device to opt into or not tracking on iOS 14.5 via this prompt about data collection for each application they use. If permission is denied, applications will not be able to track site and app behavior through their pixels.

This will have an impact on social media platforms like Facebook, Snapchat, TikTok, Pinterest, and other third-party applications including ad-tech applications. But the worst-hit platform will be Facebook.

This will have a deleterious impact on social media platforms like Facebook, Snapchat, TikTok, Pinterest, and other third-party applications. But the worst-hit platform will be Facebook undoubtedly.

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Let’s discuss what impact Apple’s iOS 14 will have on Facebook Ads.

How will iOS 14 impact Facebook ads?

This update will affect all advertisers across Facebook, regardless of whether the audience is using Apple, Android, or Windows operating system to access Facebook on both app and web.

To overcome this data loss, Facebook introduced ‘Aggregated Event Measurement’ which will support user privacy and can help advertisers run effective campaigns.

Only eight conversion events can be configured with each pixel per domain in Events Manager. Attribution window periods are also reduced from 28 days to 7 days, which may lead to fewer conversions and fewer data to optimize.

How will iOS 14 impacts Facebook ads?

This update will affect all advertisers across Facebook, regardless of whether the audience is using Apple, Android, or Windows operating system to access Facebook on both app and web.

To overcome this data loss, Facebook introduced ‘Aggregated Event Measurement’ which will support user privacy and can help advertisers run effective campaigns.

Only eight conversion events can be configured with each pixel per domain in Events Manager. Attribution window periods are also reduced from 28 days to 7 days, which may lead to fewer conversions and less data to optimize.

The following aspects of Facebook ads show a detrimental impact of the proposed Apple’s iOS privacy updates:

Ad Creation Limitations – Existing ad accounts can be used to advertise to iOS 14 users, but separate iOS 14 app install campaigns should be created to overcome reporting limitations from Apple’s SKAdNetwork API.

New Delivery Statuses – Facebook introduced new delivery statuses to Ads Manager that apply only to iOS 14 campaigns for app and web conversion events.

Reporting Limitations – Data could be delayed up to three days, and reporting will not be supported. Delivery and action breakdowns will not be supported on the app and web conversion events, either.

Targeting Limitations – As more people tend to opt out of tracking on iOS 14 devices, the size of your app connections, app activity custom audiences, and website custom audiences may decrease.

Dynamic Ads Limitations - As more devices upgrade to iOS 14, the size of retargeting audiences may also decrease.

New Attribution Window Settings – 7 days click or 1-day view

Ad creation limitations

Existing ad accounts can be used to advertise to iOS 14 users, but separate iOS 14 app install campaigns should be created to overcome reporting limitations from Apple’s SKAdNetwork API.

Source: Facebook

You can have a glance at the Impact of Apple’s iOS 14 on Facebook Ads to learn more about it.

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