How Apple’s iOS 14 release may affect your ads
It has been announced that the Apple iOS 14 release might affect the way that your ads are seen and displayed. According to Apple, it will affect how you process and receive events from tools such as Facebook Pixel and the Facebook SDK. Because of this, Apple will now require that any apps in the App Store prohibit certain sharing and data collection unless people opt in to tracking on iOS 14 devices. As more people opt out of tracking on iOS 14 devices, it could mean that your performance reporting and ad personalisation is limited. It may be that Customer Audiences and other traction will decrease as a result of this. Luckily, there are things you can do to help with this and the first is to get your domain verified.
If you have Facebook business manager and are looking at how to verify your domain to adhere to the change, you can find out how below.
To configure aggregated event measurement:
1. Go to Events Manager.
2. Click the pixel you want to use.
3. Under Aggregated event measurement, select Edit events.
4. Read through the introduction screens and click Next.
5. Find the domain you want to configure events for.
6. Click Verify domain. If you’ve already verified your domain, you can skip to the next step. If you can’t edit events because another business owns the domain, contact the domain owner for assistance.
Configure events to use aggregated event measurement
iOS 14 users might find that they have limited attribution of events that are completed based on aggregated event management. While Facebook is rather vague on the details about this, it is thought to mean that events will only be counted as a certain level of campaign granularity. This will be eight conversions per domain and they will exist on a priority spectrum, with only the highest-priority ones triggered by the user attributing to the campaign.
You can find out more about this here: https://www.facebook.com/business/help/422408905612648/
When to use domain verification to verify your business
What does domain verification do and why is it useful?
Business verification is important as it allows you to show that you are the legitimate owner of the business. Domain verification gives you full control to edit event configurations and is required in order to do this. It also means that if multiple pixels are set up on your domain, but that they aren’t all owned by the same Business Manager account that there is no conflict. If you only have one pixel on your domain, or if there are more than one pixels set up that are owned by the same Business Manager account, then verification isn’t required. It is, however, still recommended as best practice.
It is important to verify your business in the case of the new iOS 14 update as the changes mean that Facebook Business is affected in the way it receives and processes your conversion events from their business tools. In order to address the changes, you will need to use Apple’s App Tracking Transparency framework to measure conversion events that occur on devices using the new iOS 14. By confirming your domain, it will allow Facebook to see which Business Manager account is authorised to prioritise and configure the eight available conversion events for a certain domain.
In order to configure aggregated event measurement, you will need to complete the above steps first. You will then need to:
– Click on “edit events”
– Select your pixel
– Choose the event you wish to configure
– Go to assigned events and select how many value sets you want to organise
– Drag and drop your events from highest priority at the top, to lowest at the bottom
– Select “finish”
– Review your event configurations and if your charges are correct, confirm these
You will then find that one of three things happens. If you deleted events used in ads that are running already, they will be stopped and cannot be started again. If you added new events that don’t affect any of the ads that you are running already, then the changes will be immediately applied. If you modified events in ads that were running already, they will be set on pause for three days. During this time it will allow for one day to attribute an event after a click and between 24-48 hours for the event to be reported. If your ads were paused in this time, you will need to restart them after 3 days, they won’t restart on their own.
While the new iOS 14 update will cause some changes, the above can help you to limit the extent of these changes and how they affect you. Facebook and Instagram are some of the most used social media channels out there so it is important you utilise them the best you can.