As the digital marketing world prepares for the changes coming to Facebook advertising due to the Apple iOS 14 update, the Lumanu team is committed to helping our clients gain clarity surrounding the upcoming changes, how to prepare, and make adjustments where needed.
The major update with Apple’s iOS 14 update is that it will require all apps (like Facebook) to display an App Tracking Transparency (ATT) prompt that requires users to either opt-in or out to allow advertisers access to their data. At the time of writing, Apple has not released a set date to roll out this update but has mentioned that it will happen in early 2021.
Not to fear though! Our team is here to help breakdown the key upcoming changes and what your team can do to prepare. If you are an app advertiser feel free to reach out to us directly so we can provide more specific information.
This is especially important if your domain has pixel events owned by multiple Business Managers/Ad Accounts. Your main Business Manager will need to verify your domain so your pixel events can be customized without disruption.
Determine your top 8 conversion events:
When the new update rolls out your team will be limited to optimizing for 8 conversion events per domain. In preparation, determine and rank which conversion events are most important for your business's success.
Changes to Attribution Windows:
The default attribution windows are moving from 7-day click-through and 1-day view-through to 7-day click-through only for all conversions and catalogue sales objective campaigns. E.g. no more 28-day click-through, 28-day view-through, and 7-day view-through attribution windows.
Facebook does expect the size of custom audiences to decrease due to the loss of some events with the 8 conversion event limit BUT this will not affect lookalike audiences. Lookalike audiences from brand events and influencer engagers are some of the top performing audiences for our clients so we definitely recommend tapping into those. Though the custom audiences may see a decrease in size, Facebook does not believe that advertisers will experience a noticeable impact on performance for these audiences.
As Apple is still slowly releasing more information about how the iOS 14 updates can affect certain API endpoints there may be some downtime for SmartBoost campaigns. Our dev team is working tirelessly with our Facebook rep and the Facebook Product team to ensure everything runs smoothly with the new updates. We are prepared to make the changes needed when that time comes and we will continue to provide updates as they are released.
Our team understands that this can be a lot to digest so we are happy to address any questions your team may have or set up a call etc. The best way to get in touch is email@example.com.
Like we mentioned updates and changes are still being released as Apple is still slowly moving forward with the update but an official date is still not set in stone.
This article will be updated as more information becomes available.