Now, if you’re advertising on Facebook, then you must watch this video. Why? Because Apple is releasing iOS 14.5 next week, which is the 26th of April, 2021. If you’re watching this video in the future! And this will have serious implications if you are running Facebook ads for your business. Now we do not know what specific dates it will arrive, but it seems that sometime next week iPhone and iPad users will start to receive the latest iOS. So I’ve put together this quick presentation, explaining the basics of the changes and what you need to do. Any comments are appreciated. As I said this is a quick high-level overview, so that’s, let’s get on with it!
So as mentioned, big, big changes are afoot and you do need to act if you’re advertising on Facebook. So let’s now look at Apple’s iOS 14.5 update and how it will affect your Facebook ads and how to prepare for these changes. I have split this quick presentation into two parts. Firstly, the changes that are coming and secondly, how to prepare for them. So we have changes in app advertising, which is aimed at increasing privacy. We then have changes in mobile web advertising. We look at optimization and targeting and how will these changes really affect your optimization and finally how you measure your results and how they will be affected changes in app advertising. So the changes in app advertising by Facebook has always been around privacy and increasing the privacy of users who have installed apps. Now event data will be restricted to a maximum of nine campaigns and five ad sets per campaign for every Facebook ads account.
Now these numbers will not have a huge impact on small advertisers. Those of you who are running larger campaigns will have to think about how many campaigns you can pull event data from. And the key point is that reporting of events will be delayed for up to three days after an app is installed. So many advertisers may well see a sharp drop in conversions or data, which may be attribute to this. So it’s something that you should know and think about. So let’s look at PCM or private click measurement protocol. Now this protocol will have strict data that businesses and platforms can access. So let’s assume that you are a Facebook advertiser and a potential customer of yours is served an ad on the Facebook app. Now, if that person clicks on the ad and taken off to a web browser to complete the purchasebecause of PCM, this event could be lost or actually not properly attributed to this advert. Now Facebook are creating an aggravated event management tool to counter this, but watch this space. It is going to be an interesting few months to see how this data is actually pulled across. If at all,
This is a big one. Advertisers will only be able to use a maximum of eight conversion events per domain for optimization. So you’re going to have to prioritize the eight events that are most important to you as a business, but let’s be clear on one thing, the eight event cap is only capping the number of events you can optimize towards. So you may still track more events for reporting on audience creation, for example.
let’s turn our attention to measurements and in particular, the new default attribution window. Now in iOS 14.5, when it comes to ad reporting data, there will be a three-day delay on data display for the data that comes from iOS 14.5 users. So your daily metrics reporting will no longer work. If, of course you were reporting daily. This is because of Apple’s PCM, private click measurement protocol as we have mentioned before, and this PCM can restrict underlying data access. Now this limited data means that you will only be able to see a few reported conversions and sadly, the conversion event breakdowns may not even exist at all. So if you’re advertising on Facebook or you intend to start soon, there are three actions that you must take right now that is to verify your domains with Facebook. Secondly, decide which eight events for conversions you want to track. And you also need to think about 7 day attribution as 28 day attribution is a thing of the past.
It is now imperative that you verify your domain so that you are officially set up on the Facebook or more specifically the Facebook advertising platform. Now there are a number of ways you can do this through business manager. You can add a DNS TXT entry for your DNS records. Facebook also provides a HTML file that you’re going to blow to your web directory. And Facebook also provides a meta tag, which you can add to the head section of your website to verify your domain. Now Facebook says “domain verification establishes which business manager account as the authority to configure and prioritize the eight available conversion events for a given domain” and without a verified domain, that could be potential data tracking disruption.
The next priority is to decide which eight events or conversions that you want to track inside events manager. You now have to choose the eight events that you want to track conversions, and you actually have to rank them in order. AND this needs to be done by the pixel owner and not the partner. So if you’re using a Facebook ads agency and they have not yet contacted you about all these changes, then now is the time to ask the question. And we must not forget that reporting will be incomplete for users who opt out of iOS 14.5 tracking prompt, which is going to be a problem over the next few months. I will have to see how it plays out, we have mentioned that Facebook has said they will perform some modeling in an attempt to fill in the blanks, but we’ll have to see how this progresses 28 day two 7 day attribution.
And this is something that has been on the cards for a while anyway, and has started to be removed and that Facebook will be removing 28 day attribution. So reporting will change to seven-day post-click and to one day post view. But this change will only likely impact advanced Facebook marketers and those operating large-scale campaigns. But nevertheless, it is best to bear this in mind and something that you need to know about. So that’s a quick whistle whistle-stop tour of the upcoming changes and what you need to do with iOS 14.5. I’m sure there’ll be more discussion around this. So please pop along to our Facebook group, www.facebook.com/groups/TheNicestGuysInMarketing myself and Andrew, answer your questions and answers your marketing and sales questions and answers weekly. If you want to submit any questions to us, then please do so. Just email us at firstname.lastname@example.org and we will respond to you there. So I hope this is helpful to you and I’ll see you in the group, see you, then.