iOS 14 and Facebook Ads

iOS 14 and Facebook Ads

iOS14 and Facebook Ads is something that many FB marketers are trying to get their heads around. Because we can’t really test the implications of this, until it’s rolled-out, we are just trying to prepare for any potential foreseeable issues.

What we do know:

The targeting-related ad actions include retargeting, the creation of lookalike audiences, building exclusion audiences, DPA (dynamic product ads) are going to need more attention and out-the-box thinking. Why? Audience size is going to massively decrease due to the opted-out iOS audience.

What should you be doing to prepare?

Facebook Ads Manager has a Resource Centre section as one of the Campaign Tabs, which offers a list of tasks that you need to complete to prepare or keep your ad account up to date with all the iOS 14 changes.

To get you going, make sure you’ve started checking off these:

Personal steps to take:

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 – we recommend the sms verification as we’ve heard of a few issues with the code generator.

Business Steps to take:

1. Verify domain

Head to this link for more info on how to verify your domain:https://developers.facebook.com/docs/sharing/domain-verification/

2. Use Server-Side Conversion API Events

Refer to the section below for details:

3. Set up your 8 AEM conversion events.

Refer to the section below for more info.

4. Check your current ads and edit accordingly.

Server-Side Conversion API Events:

To find your unique API code:

Go to your Business Manager
Click ‘Business Tools’
Select ‘Events Manager’
Find the pixel you’d like to create a Conversions API code for.
Select “Settings”
Scroll down and click on Create Access Token” under the Conversions API section.
Follow prompts.
Copy the Conversions API and save this.
If you or your client is using WordPress, the ‘PixelYourSite’ plugin seems to be the most robust and easy to install.
If driving traffic to Shopify then the native installation is preferred.
Once set up, turn on auto-advance matching fields in your pixel settings.

‘Aggregated Event Measurement’ (AEM):

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. Remember that no more than 8 unique conversion events per domain will be shown to you inside your ad account – gone are the custom conversions for each step or your funnel or different offering! When doing the set-up, be sure to rank the events by priority.

Here’s how to set-up the events:

Go to your Business Manager
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’
Click ‘Configure Web Events’
Find and click on the domain/subdomain you’d like to add the events to
Click ‘Edit (Manage) Events’
Choose 8 events that you’d like to track for the domain,
Reorder the events by priority and click ‘submit’ (for example, prioritise a ‘purchase’ event over ‘add to cart’)
Event changes will come into effect 72 hours after you submit these changes.

NOTE: You can create custom audiences outside of those 8 events but you won’t be able to optimise outside of the 8 events – so choose your events wisely.

Changes to Current Ads:

Attribution Changes: You may have to go into your already well preforming ads and change them from a 28-day attribution window. Remember not to change the ads directly, but rather duplicate the ad sets and make changes accordingly. Also remember to copy the post ID across so you’re using the same ads and not losing any valuable data.

By default, you’ll only be able to track the following attributions:
1-day click
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.

Retargeting ads:

You’ll need to keep an eye on the audience sizes. You may need to increase your TOF ad spend or think of ways to increase your audience size eg: Custom audiences from subscriptions, lead generation campaigns, offline events etc.

Optimisation Events:

Ensure the ads you are planning on running long term are using one of the 8 unique conversion events you’ve selected. Any ads optimising for something else, won’t run (or even worse, will feed out but not convert).

In summary; a fair number of items to check off the list, but once done, and if managed well, should see your Facebook campaigns continue to thrive.

I’ll be updating my course accordingly – including a step-by-step process to follow to ensure your campaigns are in line with these new changes. And of course, updates on any tips, tricks or advice on how to stay ahead of the curve when these changes are implemented.