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Apple IOS 14 Will Negatively Affect Your Facebook Ads. Here’s What To Do.

Apple has announced changes with iOS 14 that will affect how we receive and process conversion events from tools such as the Facebook pixel. Businesses that advertise mobile apps, as well as those that optimise, target and report on web conversion events from any of Facebook business tools will be affected.

These changes might negatively impact the measurement and performance of the Facebook ads and hence CPA may increase or ROAS might slide down.


How Will It Affect You?

Targeting limitations

As more people opt-out of tracking on iOS 14 devices, the size of your app connections, app activity Custom Audiences and Website Custom Audiences may decrease.

Ad Creation Limitations

With new updates from Apple, there are a lot of ad creation limitations like each campaign is limited to five ad sets of the same optimisation type. You can’t vary your optimisation choice across ad sets in the same campaign. Also, ad sets that were optimising for a pixel conversion event that is no longer available will be turned off.

Ad Updating limit

Each app ID is limited to 9 iOS 14 campaigns. When you turn off an iOS 14 app campaign, it takes 72 hours to no longer count against your iOS 14 campaign limit. Also, when you turn off a campaign, you also turn off its associated ad sets and ads.

Ad Pending limit

As we said, each app ID is limited to 9 iOS 14 campaigns. When you reach your limit of 9 iOS 14 campaigns for your app ID, any additional iOS 14 campaigns that you create and publish will not deliver immediately. To turn on a new iOS 14 campaign when you’ve reached your limit, you’ll need to turn off an existing iOS 14 campaign and wait 72 hours for it to exit the reset period.

Setup error

When there is no domain associated with a pixel event pair and your ad, that ad will be turned off. You’ll need to edit your ad or configure a pixel event pair in Events Manager to resolve this error. To turn this ad back on, either select a new domain for your ad or configure a pixel event pair for your domain in Events Manager.

Delayed reporting

Real-time reporting will not be supported and data may be delayed up to three days. For iOS 14 app install campaigns, conversion events will be reported based on the time that they are reported to Facebook by the SKAdNetwork API and not the time they occur. Web conversion events will be reported based on the time the conversions occur and not the time of the associated ad impressions.

Estimated Results

For iOS 14 app install campaigns, the SKAdNetwork API will report results to Facebook, aggregated at the campaign level. Statistical modelling may be used to account for results at the ad set and ad levels unless the campaign is composed of a single ad set and ad. For web conversion events, statistical modelling may be used to account for conversions from iOS 14 users.

No Support for Breakdowns

For both app and web conversions, delivery and action breakdowns, such as age, gender, region and placement will not be supported.

Changes to account attribution window settings

Once Apple enforces their iOS 14 requirements, the attribution window for all new or active ad campaigns will be set at the ad set level, rather than at the account level. The new ad set attribution setting can be accessed during campaign creation.

Dynamic ads limitations

Some iOS 14 devices may default to a mobile web browser destination (instead of an app or app store). To direct all iOS 14 users to an app destination, create a new campaign that optimises for link clicks.

How To Save Your Ads?

Implement these steps asap:

Step 1: Verify your domains with Facebook

Step 2: Create events for conversions you’ll track via Aggregated Event Tracking.

If you need any help in implementing these steps and safeguarding your Facebook ads before it’s too late, feel free to reach out to Nimbull Digital Marketing.

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