Adapting to Apple's iOS14 Privacy Changes

All advertisers who optimise, target, and report on web conversion events from Facebook business tools will be affected.

Plate ios 14

The iOS14 Privacy Changes

Apple has rolled out a massive change to the it's data tracking permissions in iOS 14. Facebook states those that optimise, target, and/or report on mobile web events from any of our business tools will be impacted.

The iOS14 Changes

Apple’s iOS 14 changes affect the ability of publishers and developers to collect IDFA, a unique, random, and resettable device identifier (IDs) assigned to a user's iOS device. This change will impact how advertisers will be able to monetize through advertising.

iOS 14's Impact on Facebook Ads

From 2021 on Apple iOS 14, iPadOS 14, and tvOS 14, developers and publishers will need to receive the user’s permission through the AppTrackingTransparency framework to track them or access their device’s advertising identifier.

Apple's AppTrackingTransparency framework will require all apps in the App Store show what Facebook describes as a 'discouraging prompt' to users on iOS 14 devices.

Ad Objectives Affected by iOS 14 Privacy Changes

  • Traffic Ads optimized around Landing Page Views
  • Conversion Ads optimised around Standard Events or Custom Conversions
  • App Installs targeting iOS
  • Catalog sales directed to websites

We believe the customer should be in control of their own information. You might like these so-called free services, but we don’t think they’re worth having your email, your search history and now even your family photos data mined and sold off for god knows what advertising purpose. And we think some day, customers will see this for what it is. — Tim Cook

How Apple’s iOS 14 Release will affect Facebook Ads

Facebook says it is working on short-and long-term strategies to support publishers through these changes.

Facebook's Official Response

Facebook will continue to serve ads, however the platforms ability to deliver personalized ads on iOS 14 will be limited.

We expect less impact to our own advertising business, and we’re committed to supporting advertisers and publishers through these updates.

Changes to Facebook's Audience Network

We expect these changes will disproportionately affect Audience Network given its heavy dependence on app advertising. 

The iOS14 changes will impact how it receives and processes conversion events using its tools like the Facebook pixel. All advertisers who optimise, target, and report on web conversion events from Facebook business tools will be affected.

Like all ad networks on iOS 14, advertiser ability to accurately target and measure their campaigns on Audience Network will be impacted, and as a result publishers should expect their ability to effectively monetize on Audience Network to decrease. 

Ultimately, despite our best efforts, Apple’s updates may render Audience Network so ineffective on iOS 14 that it may not make sense to offer it on iOS 14. 

Personalized Facebook Ads on iOS 14

The iOS 14 release means the ability to deliver personalized ads on iOS 14 will be limited. Facebook says our ability to deliver targeted ads via Audience Network will be impacted. Some users won't see ads while others will see ads with less relevance. The bottom line here is lower CPMs, which translates to less revenue for publishers.

Changes to Attribution Windows

Going forward, 28-day click-through, 28-day view-through, and 7-day view-through attribution windows will not be supported for active campaigns.

Expect Ad Revenue to Decline

Facebook intends to continue using IDFA, but warns publishers should still expect ad revenue to decline in the near future once Apple’s update is rolled out. 

Reporting Limitations

Real-time reporting will no longer be supported, and data may be delayed up to 3 days.

Before iOS14 about 70% of IOS users shared their IDFA with app publishers. After this privacy update it’s estimated that this number will drop. Hoever many users will give their consent as with the analytics and cookie consent that happened on the web with GDPR where many people are still accepting tracking.

Actions We Can Take

You still will be able to get leads and sales and actions from iOS 14 devices. You won't however be able to track or optimize as well for those actions.

Verify your Domain Name

If you are tracking conversion events that occur on your business website, Facebook wants us to verify our website is connected to our business. To do this we either use a verification code, or complete a domain verification placing some verification code on our website. 

If you use multiple domains in your catalog, verify each website domain that you use as a product URL and avoid using any product URLs that redirect to another domain.

Consider Optimising for Landing Page Views and Link Clicks

Consider optimising for upper funnel objectives like landing page views and link clicks.

We don’t think you should ever have to trade it for a service you think is free but actually comes at a very high cost. This is especially true now that we’re storing data about our health, our finances, and our homes on our devices. — Tim Cook

The Freemind Newsletter

A monthly email about creativity, technology and taking exciting action.  

Error. Your form has not been submittedEmoji
This is what the server says:
There must be an @ at the beginning.
I will retry
Reply