Apple’s announcement of privacy tracking changes for the iOS 14 update certainly shook up the Facebook Advertising Industry and we still don’t know exactly what this means for the Facebook platform. We know that this update will dramatically change the way in which we collect data from consumers for targeting, but exactly how Facebook is going to maneuver its advertising platform around this update is yet to be publicly announced. But to keep things simple from us to you – this is what we know so far about the update and what you can be doing now to prepare your ad account.
Check out what you need to know about iOS 14:
- 8 Events per domain name:
Facebook is only going to let you choose 8 events per domain. That includes standard events and custom conversions. If you’re currently optimizing for more than 8 events you’re going to want to go in and update your ad sets for 8 max otherwise the extras will get paused in early 2021.
Through their newest tool – Aggregated Event Management you’ll be able to prioritize your top 8 events and anything that isn’t on that list will be paused. If you don’t prioritize your events, Facebook will do it for you based on your activity, so you don’t have to worry too much. To prepare for this update you’ll need to go review your standard events and custom conversions and figure out what is most important to your business and what you should be optimising for moving forward.
- Verify your Domain name:
There is one thing that Facebook has been very clear to us that you need to do before the changes in iOS 14 privacy tracking for apple devices come into effect. Login to Facebook Business Manager and Verify your domain name. As a business owner, this is something that you are going to have to do to verify that you own the domain that Facebook is going to be tracking events from. If you want a step-by-step tutorial on how to do this, check out our video:
- Conversion Reporting will change:
The current default attribution window is a 1-day view through 28-day click-through. That means that your ad gets credit for conversion after someone sees the ad within one day, or clicks on it and can convert within 28 days. iOS 14 will be shrinking the window to a 1-day view through 7-day click-through. That means we’re losing a ton of data that we will not be able to optimise for.
All you can do to prepare for this is to check out how your performance would be right now if you were doing the 7-day click-through attribution window. Certainly, if you have clients I would explain this to them because it might look like performance is getting worse because we have less data than we can collect.
To conclude, These are the actions you should take now to prepare your ad account for the update.
- Verify your domain
- Prioritise your top 8 events
- Anticipate changes to attribution windows
- Identify Campaign Optimisation strategies that may require testing
Want to know more about the update straight from Facebook?
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