Do This Now To Shield Your Facebook Ads From The iOS 14 Impact
Author: Chané Arnolds February 16 | Blog
To help you shield your Facebook Ads from the iOS 14 impact, we’ve put together a little guide + actionable, step-by-step instructions you can follow right now. Scroll down to the “SO WHAT’S THE BIG FUSS AND WHY SHOULD YOU CARE?” section for the instructions if you’re already clued up with the context. 👇
BUT FIRST, CONTEXT
In June 2020, tech giant Apple announced an upcoming software update – namely, the infamous IOS 14 update.
Aside from a host of sleek, easy-to-use features, the update’s main aim is to make the Apple user’s apps “more intelligent, more personal, and more private.”
So private that users are starting to see similar prompts to the below when using their favorite apps asking whether they’re happy for their personal data to be tracked across the internet.
In turn, they’ll receive a more personalized ad experience (if they so choose) and can choose to allow tracking on an app by app basis.
FACEBOOK’S 👏 CLAP 👏 BACK 👏
While the tracking feature is great (in the sense of privacy control) from a user perspective, the feature is not so great for Facebook small business (and media buyers).
See, according to Facebook’s #SpeakUpForSmall campaign, the iOS changes will make the internet more expensive and will hurt all kinds of small businesses, blogs, and communities who they predict would be impacted most.
And whilst Facebook is in full disagreement with the update, they had no other choice but to display the “tracking” prompt on their app to avoid being blocked from Apple’s App Store.
SO WHAT’S THE BIG FUSS AND WHY SHOULD YOU CARE?
As we’ve mentioned above, this update isn’t that great for Facebook Media Buyers.
That’s because it brings with it limitations to run highly-personalized ad campaigns to reach and convert your or your clients’ ideal customers & leads who choose to opt-out of Facebook’s app tracking.
For example, Digital Distillery Pro coach, Eddy Gaur explained that Dynamic Product Ads (DPAs) will see a decrease in performance and audience size due to the opted-out iOS audience.
Also, once opted-out, their IDFA (a random number Apple allocates to their users as their Identifier for Advertisers) will push out zeros when ad platforms like Facebook look to gather the randomized number for targeting-related ad actions.
The targeting-related ad actions include retargeting, the creation of lookalike audiences, building exclusion audiences, segmentation, and more – basically impacting how media buyers have effectively used the Facebook pixel to-date to read events, data, etc.
Moreover, there are several changes (including reporting) you need to be aware of to make sure your ad campaigns are as well prepared and trackable as they can be.
To help you navigate these murky waters, we’ve put together a little guide + actionable, step-by-step instructions you can follow right now.
JUST GO WITH EIGHT
As part of the impact on how events are received and read from the likes of the Facebook pixel, Facebook has announced ‘Aggregated Event Measurement’ (AEM).
The idea behind AEM is to give some control back to you to run effective ad campaigns even when Apple users have opted-out from being tracked.
AEM has therefore been created to process eight (8) unique conversion events per domain (including sub-domain) that happen online while also respecting the opt-out decision from Apple users.
This means that no more than 8 unique conversion events per domain will be shown to you inside your ad account. You’ll also have the opportunity to rank the events by priority.
Note: You can create custom audiences outside of those 8 events but you won’t be able to optimize outside of the 8 events – so choose your events wisely.
Here’s how to set-up the 8 events:
- Go to your Business Manager
- Find your ad account
- Click ‘Business Tools’
- Select ‘Events Manager’
- Find the pixel you’d like to add events to
- Scroll down and click on the tab ‘Aggregated Event Measurement’
- Hit ‘Configure Web Events’
- Find and click on the domain/subdomain you’d like to add the events to
- Click ‘Edit Events’
- Choose 8 events that you’d like to track for the domain,
- Reorder the events by priority and his ‘submit’ (for example, prioritize a ‘purchase’ event over ‘add to cart’)
PS: Event changes will come into effect 72 hours after you hit the ‘submit’ button
BID FAREWELL TO THE 28-DAY ATTRIBUTION WINDOW
If you or your client currently has a sales cycle that’s longer than 7 days then be prepared to bid farewell to the 28-day attribution window.
As per Facebook, the “28-day click-through, 28-day view-through, and 7-day view-through attribution windows will not be supported for active campaigns” targeting Apple users.
By default, you’ll only be able to track the following attributions:
7-day click (default after Apple prompt enforcement)
1-day click and 1-day view
7-day click and 1-day view (initial default)
As a workaround, you can use UTM parameters and offline event tracking.
Note: We share more about ‘Setting up Offline Event Tracking’ and ‘Using & Setting up UTM Parameters’ inside the Digital Distillery Pro student portal. If you’re a member, click here.
You can also use third-party attribution tools. Below, we list our favorites:
1 – Matomo
Matomo is the best free alternative to Google Analytics and is an open-source solution to Hyros.
2 – Hyros
Hyros is a more expensive alternative to Google Analytics – usually starts from $1K per year and can increase based on the number of page views your website receives.
3 – Mixpanel
Mixpanel is good for journey tracking.
4 – Wicked Reports
Wicked Reports is an expensive alternative to Google Analytics but is a lot more mature as well.
NOW CHECK IT OFF…
Perhaps you have or have not already seen this within the resources section of your Ads Manager but it’s essentially a list of tasks that you need to complete to prepare or keep your ad account up to date with all the i0S 14 changes.
Look out for it in your ads manager on the left-hand side of your campaigns.
To get you going, make sure you’ve started checking off these:
1 – Verify your personal profile
To do this,
- Head to Facebook.com on your desktop & login
- Tap the 🔽 arrow on the top right-hand-side
- Click ‘Settings & Privacy’
- Tap on “General” and then “Identity Confirmation.”
- Enter your username and your full name, make sure you upload a photo of a government-issued ID (like your driver’s license or passport) and submit the request
2 – Turn on two-factor authentication
- Head to Facebook.com on your desktop & login
- Tap the 🔽 arrow on the top right-hand side of your homepage
- Click ‘Settings’ then ‘Security and Login’
- Follow the prompts
3 – Verify domain
Head to this link for more info on how to verify your domain: https://developers.facebook.com/docs/sharing/domain-verification/
4 – Use Server-Side Conversion API Events
If you or your client is using WordPress, Eddy suggests using the ‘PixelYourSite’ plugin.
If driving traffic to Shopify then the native installation is preferred.
Once set up, turn on auto-advance matching fields in your pixel settings.
5 – Make a list and create 8 events you want to use
Refer to the ‘JUST GO WITH EIGHT’ section above for more info.
6 – Download all the historical data from your account or your client’s.
Here’s a handy guide on how to do this: https://www.facebook.com/business/help/205067636197240
7 – Use UTMs and offline events
We share more about ‘Setting up Offline Event Tracking’ and Using & Setting up UTM Parameters’ inside the Digital Distillery Pro student portal. If you’re a member, click here.
8 – Diversify to other platforms
Now would be a good time to start testing and diversifying your media buying platforms. Platforms like Pinterest, TikTok, and Snapchat all have similar ad formats like Facebook.
9 – Collect email
Continue to or start collecting email addresses from your customers or leads. It will prove to be vital in the future – especially for more effective retargeting campaigns, etc.
10- Turn on the first-party cookie in your pixel settings
GO HERE, NOT THERE
Have you spotted weird link redirects whenever you launch an ad campaign?
Well, the reason is quite simple – Facebook is adding a set of numbers to the end of your primary ad text.
Whether it’s a glitch for now or not, the only way you’ll spot this is if you view the ad in ‘review mode’.
Here’s the workaround that one of our members in The Academy – Platinum Mastermind shared.
“Add a space plus an emoji after the URL in the primary text. May look a little strange but it works!”
There you have it, everything you need to do now to shield your Facebook ad accounts from the iOS 14 impact.
Be sure to check this blog regularly as we’ll continue to add more updates as we come across them. And if you need help or support with your ad campaigns during this time then feel free to reach out to us here for the World’s #1 Facebook Ad Support & Training Program.
MEET OUT BLOG CONTRIBUTOR – EDDY GAUR
Web Developer turned eCommerce Facebook Ads guru, Eddy Gaur is a resident Digital Distillery Pro coach.
Most of Eddy’s day is spent coaching fellow Facebook Ads Marketers on weekly campaign support calls and our private Facebook group using his real-world experience.
When he isn’t coaching, you’ll find Eddy running ad campaigns for Eight Loop’s (our sister brand) clients.