iOS 14 Update: How Does It Affect Facebook Ads and Reporting?

Rodrigo Sanchez
29/04/2021
It's no secret that the topic of digital privacy is on the rise these days. A very clear example is the LGPD in Brazil. And Apple's iOS 14 update only confirms this issue further, directly affecting ads and reporting on Facebook. Understand how this happens and how to act in this situation! iOS 14 update: what changes? Apple's new iOS update directly affects companies that advertise on mobile apps. But what changes? In short, users can now allow or block the tracking of their data by the app, done through a pop-up notification in the app, called AppTrackingTransparency (ATT). The system will ask the user whether or not he allows that application to track his data. And this applies to all applications that are installed on the cell phone. iOS 14 Update: How Does It Affect Facebook Ads? With the explanation above, you may have already noticed that this makes it difficult for companies that advertise on Facebook, as it will affect the way the app receives and processes conversion events from tools with the app pixel. After all, the more users disable tracking of their data, the lower the personalization of ads and the reliability of reports. This is because, not so long ago, all user behaviors and actions on the platform were “computed” by a pixel, providing a lot of valuable information for companies to use in their ad targeting - such as personalized and similar audiences - and even to work on remarketing. And here comes another bombshell: today, 95% of Facebook's advertising revenue comes from ads made for mobile. In Brazil, the use of iOS is much lower, but it is still significant. In other words, this update could have a major impact on companies that are not prepared, as much data that was previously used can no longer be used without user permission. However, it is worth highlighting once again that asking for authorization to track users' information and activities is a trend that is gaining strength and that, in fact, may be followed by Google as well. In light of this, Facebook has been investing in more robust modifications to Business Manager, which we will explain below. iOS 14 update: what is Facebook's response to the news? Facebook, on its official page, has already made it clear how this new update will affect advertisers on the platform - “These changes will affect businesses that advertise on mobile apps and those that use web conversion events to optimize, report, and target through any of our business tools” (source: Facebook for Business). As already mentioned, some of the features that will be impacted are conversion events, creation of custom audiences, remarketing, dynamic ads and ad distribution, in addition to final reports. On the same page, Facebook has also given some tips to - try - get around the situation. One of them is to update the Facebook SDK (a kind of pixel for apps) to iOS 14 version 8.1. This way, the user will continue to receive in-app conversion event reports, as the app's “Aggregated Event Measurement” still allows you to measure web events, even with the update. It is also recommended to verify your website domain, and configure, on each domain, up to eight web conversion events to be used in campaigns. It is worth noting that some of the “fuss” that Facebook has been making may be a bit of an exaggeration to spice up the war between Facebook and Apple, since the platform will still be able to track users’ preferences while they browse within the platform, even on mobile phones. What will be affected, for example, are ads that aim to generate conversions on platforms outside of Facebook, as this is the type of tracking that the pixel will no longer be able to detect. iOS 14 update reinforces the importance of having digital marketing specialists We have already discussed here the importance of having qualified professionals for the success of the company's marketing strategies. And the new iOS update only reinforces this idea. After all, companies that do not know how to adapt to the new reality will lose much of the potential of their ads, as the campaigns will not be optimized correctly. Once again, studying and staying up to date has never been so important! Need help with your company's digital marketing?

iOS 14 Update: How Does It Affect Facebook Ads and Reporting?

It's no secret that digital privacy is a hot topic these days. A clear example is the LGPD in Brazil.

And Apple's iOS 14 update only confirms this issue further, directly affecting ads and reporting on Facebook.

Understand how this happens and how to act in this situation!

iOS 14 update: what changes?

Apple's new iOS update directly affects companies that advertise on mobile apps. 

But what changes? 

In short, the user can now allow or block the tracking of their data by the application, done from a pop-up notification in the application, called AppTrackingTransparency (TO).

The system will ask the user whether or not they allow that application to track their data. And this applies to all applications installed on the cell phone.

iOS 14 Update: How Does It Affect Facebook Ads?

With the explanation above, you may have already noticed that this makes it difficult for companies that advertise on Facebook, as it will affect the way the app receives and processes conversion events from tools with the app pixel.

After all, the more users disable tracking of their data, the lower the personalization of ads and the reliability of reports. 

This is because, not so long ago, all user behaviors and actions on the platform were “computed” by a pixel, providing a lot of valuable information for companies to use in their ad targeting – such as personalized and similar audiences – and even to work on remarketing. 

And here comes another bombshell: today, 95% of Facebook's advertising revenue comes from ads made for mobile devices. In Brazil, the use of iOS is much lower, but it is still significant.

In other words, this update could have a major impact on companies that are not prepared, as much data that was previously used can no longer be used without user permission.

However, it is worth emphasizing once again that requesting permission to track users' information and activities is a trend that is gaining momentum and that Google may even follow suit. In light of this, Facebook has been investing in more robust modifications to Business Manager, which we will explain below.

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iOS 14 update: what is Facebook's response to the news?

Facebook, on its official page, has already made it clear how this new update will affect advertisers on the platform – “These changes will impact businesses that advertise on mobile apps and businesses that use web conversion events for optimization, reporting, and targeting through any of our business tools.” (Source: facebook for business).

As already mentioned, some of the features that will be impacted are conversion events, creation of custom audiences, remarketing, dynamic ads and ad distribution, in addition to final reports. 

On the same page, Facebook has also given some tips to – try to – get around the situation. 

One of them is to update the Facebook SDK (a kind of pixel for apps) to iOS 14 version 8.1. This way, the user will continue to receive in-app conversion event reports, as the app's “Aggregated Event Measurement” still allows you to measure web events, even with the update. 

It is also recommended to verify your website domain, and configure, on each domain, up to eight web conversion events to be used in campaigns.

It is worth noting that some of the “fuss” that Facebook has been making may be a bit of an exaggeration to spice up the war between Facebook and Apple, since the platform will still be able to track users’ preferences while they browse within the platform, even on mobile phones. What will be harmed, for example, are ads that aim to convert on platforms outside of Facebook, since this is the type of tracking that the pixel will no longer be able to detect.

iOS 14 update reinforces the importance of having digital marketing experts

We have already discussed here the importance of having qualified professionals for success in marketing strategies from the company.

And the new iOS update only reinforces this idea. After all, companies that don't know how to adapt to the new reality will lose much of the potential of their ads, since the campaigns will not be optimized correctly.

Once again, studying and staying up to date has never been so important!

Need help with your company's digital marketing? Get in touch with us and let's talk!

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