When you mention iOS 14 to a digital marketer they may scream, cry or run away (or all of the above). Acceptance of this change is hard to come by, we are of course, all creatures of habit and we have built our careers and success on knowing what works and doesn’t work.
Dramatics aside, this update requires businesses to re-configure and organise their campaigns. So, are you iOS 14 ready?
What is iOS 14 and what does it mean?
For those who have been living under a rock, iOS 14 is Apple’s most recent iPhone operating system. With prior updates being revolved around new emoji designs and bug fixers, iOS 14 has a whole different purpose – data privacy improvements.
So what does that mean for your business? According to Facebook, “Apple will begin to require that all apps in the App Store show a discouraging prompt to users on iOS 14 devices, in accordance with their AppTrackingTransparency (ATT) framework. Apple’s policy will prohibit certain data collection and sharing unless people opt into tracking on iOS 14 devices via the prompt.”
Simply speaking, these apps will send push notifications to:
Make users aware of what data and personal information an app will track before they install it, and ask permission to track upon installation
So what’s the problem, you may ask? Well, this change simplifies the ability to accept or reject these terms. How many times have you received a push notification, didn’t read the terms and conditions and selected a default answer? Our guess is a lot – estimated in excess of 80% of users, in fact.
Essentially, a lot of the drama that digital marketers are feeling revolves around users not allowing apps to track each and every move.
How will iOS 14 impact my Facebook Ads?
With this update comes a decrease in data, meaning it will be more difficult to target in-app behaviours – e.g who are users that have recently played a game or made an in-app purchase. Unfortunately, there’s no miraculous fix around this with 94% of Facebook Ad revenue coming from mobile users. This leaves optimising your account as the best bet to combat the lack of data you’ll be getting.
In essence, we are going in blind to this change. It isn’t likely that we will know what effect iOS 14 will have on reporting, given there is likely to be around 80% of users opting out of tracking. But don’t fear too much, as iOS users take account to 35-40% of traffic, so you can still target those android and desktop audiences.
We’ve summarised below all the major impacts and changes iOs 14 will have on your campaigns.
Changes to Conversion Events – Choose Your Lucky 8
Facebook has created an “Aggregated Event Measurement” (AEM), that allows for measurement of web events from iOS 14 users. With this protocol comes limits – only 8 conversion events to choose from (for example add to card, purchase etc). Marketers can track as many conversion events as they choose, but they can only choose 8 for their campaign optimisation. These events will then have to be ranked with order of importance and monitored in respect to this ranking (for example, if a user clicks add to cart and then makes a purchase, only the purchase event will be credited). So choose your conversion events wisely!
Changes to Attribution Window – Say Goodbye to 28 days
From now on, marketers will only be able to see 7-day click and 1-day view-through attribution data in Facebook Ads manager. The platform will no longer support or display 28-day click-through, 28-day day view-through and 7-day view-through attribution data. The new default window is 7-day click, 1-day view-through, so if you want to change, don’t forget to do so before it’s too late (our tip – do it right now!).
Audience Decrease – Time To Find Your Audiences A Different Way
With the new iOS 14 privacy requirements, marketers will have access to less audiences. As more people will opt-out of tracking than ever before, retargeting, audience network and lookalike audiences are all expected to decrease as a result. So it’s time to dust off your ideas hat and think outside of the box.
Bye Bye Facebook Analytics
As of June 30, Facebook Analytics will no longer be available to advertisers. This free tool was the place where marketers & business owners can understand how people interact with their website, Facebook page, app or other event source. With this platform coming to a close (may it rest in peace), internal reporting will be limited, thus you will need to rely on external reporting platforms.
We understand that this change may not be easy to grasp, so here’s some expert advice on how you can conquer iOS 14 and win!
- TEST TEST TEST! Split test your ads by device, OS and attribution windows. See what works best for your brand and stick to it.
- Compare more than one source of truth – always cross check with Google Analytics to see if your Facebook data matches up (you never want to see dodgy figures).
- Check out Server 2 Server tracking and apply it.
- Get back to the basics. Diversify your ad spend and discover internal channels – such as email!
So there we have it – the major changes that will affect your campaigns with the rollout of iOS 14.
Our key takeaways:
- Start planning on how you can target your key audiences, staying agile and innovative is always important in the digital space.
- Most importantly – don’t get too scared. There are actions that can be put into place to allow your campaigns to keep delivering and performing.