When we learned about iOS 14, we had a lot of question marks about when it would be released, what it meant for Facebook campaigns, and how to prepare for it. Now that iOS 14 is in full swing, many questions have been answered, and many more are emerging.

For example, how to make Facebook ads with conversion goals on iOS 14 just as successful as before.

And that’s what I want to answer in this post. Learn how iOS impacts your Facebook conversion campaigns and how to adapt to the following changes.

Facebook domain verification (why do we need it now). Aggregated Facebook Event Metering (What the hell is this?)

8 conversion events per domain (What happened to Unlimited?)

7-day attribution window (down from 28).

Read on to make sure your Facebook conversions campaign success on iOS 14 matches your pre-iOS 14 glory days as closely as possible.

Impact of iOS 14 on Facebook conversion campaigns

The functionality of the Facebook pixel itself has been impacted in many ways by iOS 14. If you’re like most Facebook advertisers, you’re running or have run conversion campaigns within the platform.

So from the ad he directs traffic to the website or landing page to get the visitor to take action. Once this action is completed, it will be recorded via a custom conversion or event in the Facebook interface.

This allows the advertiser to derive cost per action and cost per acquisition from the platform, attributed internally to her Facebook, and able to prove that marketing spend is working.

The problem with the iOS 14 update is that it imposes restrictions on data sharing between apps (such as Facebook) and external domains. This affects how the advertiser serves ads and returns conversion data and her web data to Facebook for reporting and optimization.

So if you’re running Facebook ads with conversions in mind, you’ll need to:

• Check your domain
• Select eight conversion events for your domain. Select an attribution window for your ad group.
• Increase reliance on internal data (Google Analytics, CRM, etc.).
• Monitor your audience size.
• Let’s take a closer look at each.

1. Complete verification of your Facebook domain

Facebook encourages advertisers to verify the domain of their site. Facebook believes this is best practice, but argues that “if your domain integrates pixels owned by multiple businesses or individual ad accounts, it’s important to prioritize domain verification.” are doing.

This verification tells us that you are connected to the company. To verify a domain, the domain’s webmaster must place a special code on their website.

The main reason this is important for iOS updates is that it gives you control over which conversion events are allowed on your domain. To comply with this update, Facebook will have to ask users on its platform for permission via his Apple’s “AppTracking Transparency Framework.” This essentially corresponds to the push notifications we discussed in our last post. Advertisers are currently limited to 8 web conversion events per domain as Facebook has to comply with this. Therefore, if you have multiple domains to use for advertising, it’s important to validate the domains so that you have better manual control over which events are selected.

2. Select 8 conversion events (aggregate event measurement)

Corresponding to Apple’s Private Click Measurement, Facebook’s Aggregated Event Measurement is a protocol that allows the measurement of web events from iOS users.

impact?

Domains are limited to eight conversion events that can be used to optimize campaigns.

Event-optimized ad groups that are no longer available have been paused. Facebook automatically selects eight events based on recent campaign spend from all ad accounts promoting that domain. However, you also have the option to manually select it in Business Manager. We recommend choosing the event that is most important to your business.

Review the events in your account and start prioritizing. Evaluate your marketing strategy and funnel and select the 8 conversion events you want to keep per domain. This is sad news for marketers who prefer the flexibility of creating custom conversions on the fly.

For step-by-step instructions on how to set up your 8 favorite his-her web conversions, follow these steps from Facebook.

Note that you must verify your company’s domain to select these events.

3. Choose an attribution window for your ad group

Another notable change concerns the attribution window settings. Attribution windows for all new or active ad campaigns are now set at the ad group level instead of the account level. The default value for all new or active campaigns is a 7 day click attribution window. You can choose from 1-day click, 7-day click, 1-day click + 1-day view, or 7-day click + 1-day view.

These changes will impact advertisers viewing reports over longer attribution windows. There is no real solution for this.
Ultimately, using any window gives you less flexibility in the amount of data you display and report.

4. Rely on internal data

Facebook allows him to optimize eight events, but he can see on the back end where visitors come from and what they do once they arrive on the site. This means you may need to spend more time learning about Google Analytics or relying more on your CRM to get the right information for making decisions on Facebook.

Similarly, as attribution windows shrink, it becomes more difficult to tie internal reporting to Facebook advertising activity, making it even more important that internal data is accurate. Monitor remarketing campaigns and ad groups

As more people opt out of tracking on iOS14 devices, many of your Custom Audiences may become smaller. If these custom audience attrition is significant (which may not be apparent from your audience forecast), you may need to make some adjustments to your remarketing or custom list strategy.

This means that you should monitor your remarketing campaigns and ad groups more closely, paying attention to both cost and frequency. You may already be doing this, but your audience size may be shrinking, so you’ll need to spend less on these ad groups to reduce ad fatigue and frequency. There are cases.

Viewership is generally expected to drop, but it’s unclear by how much. Facebook was rumored to be conducting internal tests to assess the extent of the damage, but time will tell. Either way, it’s wise now to focus your marketing resources on remarketing and custom lists to provide other ways to reach opted-out users.

5. Get ready for continued success with your Facebook conversion campaigns on iOS 14

Many of the migration-related changes can be frustrating at first, but they get easier over time. What doesn’t get easier as time goes on is the declining viewership. Facebook has built its advertising empire using a variety of complex targeting tools. If those audiences shrink significantly or become less effective in the coming months, advertisers may end up targeting a broader audience. As a result, many businesses may choose not to advertise on Facebook due to increased costs and limited reporting capabilities. Let’s hope that doesn’t happen!

To wrap things up a little more positively, here’s an overview of what you can do to successfully hit your conversion goals despite iOS 14 limitations.

• Check your domain so you can manually control conversion events.
• Manually select 8 conversion events per domain in Business Manager.
• Select an attribution window for your ad group. For accurate data, please use Google Analytics or CRM.
• Monitor declining audiences and allocate budget accordingly to prevent ad fatigue and misleading data.