THE IMPACT OF IOS UPDATES ON FACEBOOK ADS

approx. 2 min read

WHAT’S HAPPENING

September 2021: Apple has released new iOS updates for mobile devices which include an App Transparency Tracking prompt giving users the option to opt-out of tracking. This changes the way Facebook ads are delivered and limits the reporting available to measure the performance of campaigns.

WHAT’S CHANGING

The way your Facebook Pixel receives data for retargeting, eCommerce tracking, audience building, and more.

Website domains will need to be verified through Facebook, and up to 8 Pixel events can be added from only 1 domain. 3rd party websites will no longer be supported for creating Pixel events, only domains owned by the company can be verified and tracked.

The attribution window has been reduced to a 7-day click or 1-day view. Before the update, Facebook provided a 28-day window to attribute conversion results back to Facebook ads.

HOW THIS AFFECTS YOU

A large percentage of the actual results may be restricted from analytics reporting due to users opting out of app tracking.

Paid ad strategies need to shift to different objectives and use new tactics to generate leads, increase ROI, and report analytics more effectively.

HOW WE ARE ADAPTING

New Campaign Objectives
Lead Generation: This campaign objective can be used to work around the new data restrictions by prompting users to complete a contact form on the ad itself to request more information about an offer. This provides a more accurate report of how many conversions each ad generated.

Conversion: Ads using this campaign objective can be optimized for Landing Page Views rather than specific Pixel events [for those with Pixel events no longer supported such as 3rd party website purchases.]

UTM Code Tracking
This is code added to the end of URLs to help attribute all link clicks back to the specific ad that generated those clicks. These results can be tracked through Google Analytics.

what’s next

iOS 15 has already dropped and software updates aren’t stopping anytime soon. To be proactive, start optimizing your ad accounts now.

 

by Sam Trocki
Lead Social Media Manager

September 2021

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