March 13th, 2021

3 Things You Need To Do To Get Prepared For iOS14

It’s happening. Apple has started to roll out the changes in the US. Apple’s iOS14 changes will have a big impact on how  Facebook tracks data. If you are not sure what impact it will have, read this first.

In response to these changes Facebook has come up with some solutions and tools so that advertisers can run effective conversion campaigns. 
This preparation is extremely important to be able to run successful Facebook ad campaigns in 2021 and I highly recommend you do these as soon as possible if you haven't done so already.

1)Domain verification:  This is  a way for you to claim ownership of your domain in your Business Manager. Click here to learn how to implement it.

2)Setting up Facebook's new Aggregated Event Measurement Tool.  
With the new changes, you can now only configure up to 8 unique conversion events per website domain that can be used for campaign optimisation. You also need to  prioritise your events so that you can receive the highest priority event fed back into your ad account from people who chose to opt-out of advertising. For example, for an e-commerce business, these will be

Purchase 
Initiate Checkout 
Add to basket
View Content

As purchase is of the highest importance, this will be the event that Facebook will track from users who opted out of tracking. We will  see up to 72 hours delays in reporting so bear this in mind when you are evaluating the success of your campaigns.

3)Conversion API integration: Facebook uses the pixel to track the actions taken on your website. Because of the iOS14 changes, some data will be lost. Therefore Facebook recommends Conversion API integration. This ensures Facebook can get server side data which is more robust than the pixel data. Another important thing is turning Auto Advanced Matching on.
Make sure you have got these three things in place to prevent disruption to any campaigns you are running.

If these sound too complicated or you need a helping hand to make sure you stay on top of the upcoming changes, contact me to arrange a consultancy session to do this together.