You won't have noticed: the launch of Apple's iOS 14.4. In contrast to the regular iOS updates, this update has a significant impact for advertisers on social media, but also beyond. In this blog, you can read exactly what the update entails and what you should pay extra attention to as an advertiser.
Last June, Apple announced that they would ask all App Store users for permission to use data. Apple users receive a pop-up message when they open the App Store, where the user must explicitly give permission to allow tracking in apps. This also applies to apps from social platforms such as Facebook, Instagram, Pinterest and LinkedIn.
Apple CEO Tim Cook states that this change has been made because they believe that Apple users can decide for themselves about data storage with third parties. However, opinions are divided about this reason. Indeed, Facebook believes that Apple has found new ways to generate more profit thanks to the iOS update. After all, if there are no more ads in apps due to the disability, a different revenue model must be looked for. Facebook is therefore convinced that Apple will soon introduce an in-app subscription service.
Whatever the reason for the update, the conclusion is that it has consequences for the advertiser. Now that users have a choice, it is expected that many users will not agree to the collection of data by third parties. It is expected that around 70% of all Apple users will not give consent.
As a result, the algorithm from Facebook, among others, will be able to collect less data and the campaigns, but also the organic content, will not be optimized as well. This is because the algorithm is based on and fueled by user behavior. This also means that the performance of your campaigns can fluctuate significantly, because less data can be measured. While an ad could lead to 10 conversions by 10 users, if data tracking is limited in 7 out of 10 cases, only 3 conversions will be measured in the Facebook Business Manager. The algorithm also assumes these 3 conversions, limiting performance.
Where previously it was possible to look at the attribution based on 28 days after the click or impression, this will now be reduced to 7 days post click. All post view attribution windows disappear from the system. In concrete terms, this means that all purchase processes longer than 7 days are no longer measured and are no longer visible to advertisers. An ad that contributes to a conversion that takes place later (more than 7 days after the click or impression) can therefore no longer be requested.
Another important change that the update brings with it and has a major impact is the limitation of event tracking. From now on, advertisers can use up to 8 conversion events per domain for optimization, whereas this was previously unlimited. Initially, Facebook will adjust this automatically, but it is expected that you can also adjust the events yourself via the Events Manager in Facebook.
Fortunately, there are alternatives so that the data can still be collected, for example by setting up a Conversions API connection. This is a good alternative for measuring events using the Facebook pixel. This is because it allows you to send conversions directly to the Facebook Business Manager from the server (server to server instead of browser to server). The Conversions API link measures even more events than a Facebook pixel. So it's a win-win situation. All Yellowgrape customers who use the CDP Squeezely have already migrated to the Conversions API. Are you going to work on this yourself? Then make sure that your cookie and privacy policy notice on your website are up to date.
If you want to send data directly from your domain, it is important that you have properly set up your domain verification within the Facebook Business Manager. This is because Facebook needs to know which domain belongs to which Business Manager in order to successfully send the data. This way, you also prevent problems with setting up your conversion events. There are three ways to verify your domain within Facebook:
Within the Facebook Business Manager, under “Company Settings” in the left navigation bar under “Brand Safety -> Domains”, you can easily and quickly verify your domain.
We also advise advertisers to use a so-called allow list to create for the pixel. This is because this prevents unauthorized traffic from being sent to your pixel. This is because when you use a Conversions API, the risk of unauthorized traffic has become much higher. You can also set this up within the Facebook Business Manager. Go to “Event Manager” and select the correct pixel. Next, under the “settings tab”, you will find the “Traffic Permissions”.
All in all, Apple's iOS update is one worth paying attention to if you're into online advertising. One thing is certain: advertising changes and always will change. Therefore, prepare yourself well for the above developments. Do you have questions about this blog? Then take contact with us.
