In the wake of the iOS 14 announcement, uncertainty loomed over its implementation timeline, implications for Facebook campaigns, and necessary preparations. With iOS 14 now in full effect, some clarity has emerged, yet new questions linger, particularly regarding the effectiveness of Facebook conversion campaigns in this altered landscape. This post endeavors to address these concerns by elucidating the impact of iOS 14 on such campaigns and guiding you through the adjustments needed, encompassing:

• Facebook domain verification and its newfound importance.
• Facebook Aggregated Event Measurement – demystifying the concept.
• The constraint of eight conversion events per domain, replacing the previous unlimited allowance.
• The transition to a seven-day attribution window, bidding farewell to the 28-day window.

By the end of this post, you’ll be equipped to navigate the complexities of Facebook conversion campaigns in the iOS 14 era, striving to replicate the triumphs of the pre-iOS 14 period. Update! We’ve compiled even more post iOS update Facebook ad strategies here.

How iOS 14 affects Facebook conversion campaigns

The iOS 14 update has significantly impacted the functionality of the Facebook Pixel. Conversion campaigns, a staple for many Facebook advertisers, involve directing traffic from ads to websites or landing pages to elicit specific actions from visitors. These actions, once completed, are captured as custom conversions or events within the Facebook interface. This mechanism allows advertisers to calculate cost-per-action or cost-per-acquisition, enabling internal attribution of Facebook’s role and demonstrating marketing ROI.

However, the iOS 14 update restricts apps like Facebook from transmitting data across external domains. This restriction consequently hinders advertisers’ ability to run ads and relay conversion or web data back to Facebook for reporting and optimization purposes. If your Facebook ad campaigns rely on the conversion objective, here are the essential steps to maintain success despite iOS 14’s limitations:

1. Verify your domain(s).
2. Select eight conversion events for your domain.
3. Choose your ad set attribution window.
4. Increase reliance on internal data sources like Google Analytics and CRM systems.
5. Closely monitor audience size.
6. Install the Facebook Conversions API. Let’s delve into each step.

1. Prioritize Facebook domain verification

Facebook strongly advises advertisers to verify their website domains. While deemed a best practice, Facebook emphasizes the urgency for businesses using pixels shared by multiple accounts or those integrating pixels from other businesses or personal ad accounts. Verification serves as confirmation of the connection between you and your business. It involves a simple process where your webmaster inserts a unique code snippet into your website.

In the context of the iOS 14 update, domain verification is paramount as it grants you control over the conversion events permitted on your domain. To comply with the update’s privacy requirements, Facebook must seek user consent through Apple’s “AppTracking Transparency Framework,” essentially a push notification as discussed in a previous post. This compliance measure limits advertisers to a maximum of eight web conversion events per domain. Therefore, if you manage multiple advertising domains, verifying them is crucial for directly managing which events are tracked.

2. Navigate Aggregated Event Measurement: Choosing 8 conversion events

In response to Apple’s Private Click Measurement, Facebook has introduced the Aggregated Event Measurement – a protocol designed to measure web events originating from iOS users. What does this entail?

1. Domains are restricted to eight conversion events for campaign optimization.
2. Ad sets reliant on unavailable events will be paused.

While Facebook automatically selects eight events based on recent ad spend across all accounts associated with a domain, you retain the ability to manually override these selections within Business Manager. Prioritizing events critical to your business is recommended. Evaluate the events within your account and rank them according to your marketing strategy and funnel. This selection process, while necessary, may seem restrictive to marketers accustomed to creating custom conversions on the fly (but here are three ways to deal with Aggregated Event Measurement!). For comprehensive instructions on setting up your eight preferred web conversions, refer to these directions provided by Facebook. (If you’re looking for workarounds, explore these two ways to generate leads on Facebook without relying on traffic or conversion campaigns.) Remember that domain verification is a prerequisite for selecting these events. In the face of privacy-related hurdles in Facebook advertising, account optimization is paramount. Evaluate yours with our Free Facebook Ads Performance Grader.

3. Adapt to ad set level attribution window selection

Attribution window settings have undergone a significant shift. Instead of the account level, the attribution window for all new or active ad campaigns is now managed at the ad set level. The default setting for these campaigns is the 7-day click attribution window, with options for one-day click, seven-day click, one-day click + one-day view, or seven-day click + one-day view.

Advertisers accustomed to longer attribution windows will feel the impact of this change. The reduced flexibility in data visibility and reporting is an unavoidable consequence, regardless of your preferred window.

4. Leverage internal data for enhanced insights

While Facebook’s optimization is limited to eight events, you retain the ability to track and analyze visitor behavior on your site. This necessitates a deeper understanding of tools like Google Analytics or greater reliance on your CRM to extract actionable insights for Facebook campaign decisions. The shortened attribution window further complicates the process of connecting internal reporting to Facebook ad performance, underscoring the importance of accurate internal data.

5. Adjust remarketing campaigns and ad sets for shrinking audiences

As more users prioritize privacy on iOS 14 devices, expect a potential decline in the size of your custom audiences. If this decrease is substantial (and difficult to gauge solely from audience projections), adjustments to your remarketing or custom list strategy may be necessary. Closely monitoring remarketing campaigns or ad sets, particularly the spend and frequency, becomes crucial. While this may already be a part of your routine, the potential for audience shrinkage warrants greater attention to mitigate ad fatigue and control frequency through budget adjustments. While the exact extent of audience size reduction remains unclear, a decrease is anticipated. Facebook reportedly conducted internal tests to assess the potential impact, but only time will tell. Regardless, prioritizing remarketing or custom lists now is a prudent strategy to maintain reach as users increasingly opt-out. Update! As anticipated, audiences are shrinking, but we’ve got post-iOS 14 Facebook ad retargeting tips here. With smaller audience sizes comes increased competition and rising CPMs. Don’t fret! We’ve got tips on how to keep your CPM low.

6. Future-proof your tracking with the Facebook Conversions API

The efficacy of the Facebook Pixel is dwindling due to iOS 14 privacy features, and it will become obsolete once third-party cookies are phased out. Implement the Facebook Conversions API now to ensure accurate conversion tracking in a privacy-centric landscape.

Adapting to the new reality of Facebook conversion campaigns in iOS 14

While the initial wave of conversion-related changes may seem disruptive, they will likely become more manageable over time. The potential drop-off in audience reach poses a more significant and persistent challenge. Facebook’s advertising dominance has been built on a foundation of intricate targeting tools. If these audiences shrink significantly or lose effectiveness, advertisers might resort to broader targeting, leading to increased costs and, coupled with diminished reporting capabilities, potentially prompting businesses to reconsider Facebook advertising altogether. However, let’s hope this scenario doesn’t come to pass. On a more optimistic note, here’s a recap of the steps you can take to navigate the iOS 14 landscape and maintain success with the conversion objective:

1. Verify your domains to gain granular control over your conversion events.
2. Manually choose your eight priority conversion events for each domain within Business Manager.
3. Adjust to selecting your ad set attribution window.
4. Utilize Google Analytics or your CRM system as reliable data sources.
5. Proactively monitor potential audience shrinkage and allocate your budget wisely to prevent ad fatigue and skewed data.
6. Embrace the future of tracking by implementing the Facebook Conversions API.