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When Apple announced that they were making changes to their data sharing and privacy policies along with the launch of iOS14 during summer 2020, a concerned debate broke out among Facebook and social ad agencies as to how the update would impact ad targeting.


Whilst the news seemed shocking to some, Apple’s move is in fact designed to provide consumers with privacy and ultimate control over what ad content they see on their mobile devices.

But what do these new changes mean, and how do you work around them? In this blog, we’ll explain how these changes could impact your organisation and how you can navigate them in a way that still respects your audience’s privacy.

 

What is the iOS update?

At its core, the iOS14 update will allow users to choose whether they opt in or out of tracking within apps like Facebook. However, it’s pretty likely that many will opt out, which makes it trickier for organisations to deliver relevant ads to their target audience.

 

Why has it happened?

Even since the GDPR was introduced in 2018, user privacy and restrictions around trackable data within apps has been an ongoing conversation within the digital marketing industry. This update essentially places the power back in the hands of the consumer by allowing them to choose who gets to use their data.

 

How can I work with it?

Those running paid social campaigns will need to make some changes in order to continue being able to track events. The following set up process will help you to work with the update and ensure that your paid social activity continues to be successful:

  1. Verify your domain:

Advertisers can now verify their domain from within Facebook Business Manager. All they need to do is go to ‘Brand Safety’, and then select ‘Domain’ where they can add in their website domain. This will generate a short line of text that you can add to your website.

NOTE: If you don’t have a business manager account, you’ll need to create one. Steps to do this can be found here.

 

  1. Set up an ads manager account:

You’ll also need to create or connect an existing ads manager account to your business manager account, once the domain has been verified. From here, you can create the pixel which can be installed on your website. Facebook has created some further guidance on how to do this here.

 

  1. Configure events:

One of the biggest changes to conversion tracking is that Facebook’s Aggregated Event Measurement means that advertisers will only be able to track a maximum of 8 conversion events. You can prioritise these events in order of importance using Facebook’s Web Event Configuration Tool.

 

The key to navigating iOS14’s update is making sure you are well prepared for the changes when they come into effect. We ultimately see Apple’s move as a positive step as it looks to put the security of individual users first and give them ultimate control over their data.

 

If you’re looking to implement a paid social campaign and would like help navigating the recent changes with iOS14, get in touch with a member of our team today and we’ll be happy to help.

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