Adapt Facebook Ads to new Apple policies –

Are you having problems measuring your conversions for Apple devices in your Facebook Ads campaigns? Discover the step by step about how to adapt Facebook Ads to the new Apple policies!

What is iOS 14?

iOS 14 is a new version of the iOS mobile operating system developed by Apple Inc. for its iPhone, iPod Touch and HomePod lines.

What has changed?

Apple has announced a series of changes related to iOS 14 that will affect how Facebook receives and processes conversion events from tools like the Facebook pixel.

Apple will begin requiring all App Store apps to show users a deterrent notice on iOS 14 devices, in accordance with its AppTrackingTransparency framework.

In other words, due to changes in Apple’s policy, users with iOS 14 will be informed of which apps use your data and most importantly they will be able to choose whether it is so or not.

In the event that the user chooses that Facebook cannot use their data, we will not have data such as demographic breakdowns, they will not appear in remarketing, we will have shorter conversion attributions and we will only be able to measure 8 conversion events.

It is important to note that the conversion actions that are within Facebook will continue to work correctly (Video Views, Interactions, Forms).

What restrictions will there be?

The iOS 14 theme will affect several elements within Facebook Ads:

• Limited Breakouts: Breakdowns based on variables such as age, gender, region or location will not be permitted.
• Reporting and Data Delays: There may be delays between 2 and 3 days until the data appears and of course this will not allow the creation of reports in real time.
• Ad creation: To create ads with the app installs objective, you’ll need to create specific campaigns for iOS 14.
• Limited conversions: Maximum of 8 conversion events per domain.
• Attribution interval of up to 7 days. Specific:
  • 1 day after clicking
  • 7 days after clicking (default option)
  • 1 day after clicking and 1 day after viewing
  • 7 days after clicking and 1 day after viewing
• Retargeting Audience Reduction. Remember that: If a user does not agree to share their data, at least the “top event” will still be measured under the 7-day attribution window.

How can you prepare?

Here are some tips to help you prepare for this big change:

To do this, you have to go to the business configuration section – domains – you add it and it gives you three very simple verification options.

Once one of these three actions is done, you have to click on CHECK. This screen will appear and you have to make the selection “Anyone can edit the links of the ads”.

Next, you have to go to the event manager section and configure the measurement of global events – configure.

Once inside, your verified domain will appear and you have to edit and add the events. Important: They warn that once the event is configured, it may take up to 48 hours to verify for it to start measuring correctly and it also says that you necessarily have to configure two.

Finally, within the ad, in the pixel section, you will have to select the verified domain.

• Use maximum 8 conversion events:

From this Facebook will configure the domains that already have events so that they do not send more than 8 default events. That is, 8 conversion events is a good amount and we recommend you not to add more.

• For app install campaigns:

Update the Facebook SDK if you have app install campaigns.

This will allow you to customize the ads delivered to iOS 14 users and still receive reports on in-app conversion events. In this link you have the instructions from Facebook on how to do it.

• If you measure conversion events within an app:

As in the previous point, we recommend updating the Facebook SDK to be able to personalize ads and continue receiving reports on conversion events.

Also remember that you can only associate your app with one advertising account and that each app supports a maximum of nine simultaneous campaigns in iOS14.

Do you have any pending questions about how to adapt Facebook Ads to the new Apple policies? Get in touch with us or discover more on our website about our work as .