I did a write up (below) that I sent to clients regarding impacts of the IOS14 changes on Facebook advertising and what we on the ad side should do. May save you some time or maybe you are just interested...
Apple has recently updated IOS to require users to opt in if they want to share the data that is collected by their use of apps on the platform with Facebook. We will not know the opt in rates until the new IOS 14 goes live but estimates are in the 20-50% range. I feel 40% is about right but that is a guess. The order is interesting and you can see where Apple is directing users to go although it is harder to click the middle option although it is the primary option.
Impacts to Facebook advertising at large:
1) Delayed reporting compared to today (allow 3 days for conversions to come through post impression)
2) Support for breakdown of impressions/conversions by age, gender or platforms will no longer be provided
3) Attribution will become 7 day click versus 28 day click and one day view that is currently has been by default on FB.
4) We will see smaller retargeting pools and exclusions in prospecting to make net new audiences cleaner will be hindered
5) We will see smaller interest targeting pools.
6) Conversion events will now be limited to 8 events per domain - Facebook will automatically prioritize and reduce these. This should not be an issue for most advertisers.
The Facebook page detailing these insights.
Things we should do to adapt:
1) Use the Facebook conversions API
2) Verify your domain in Facebook Business Manager
3) Choose our new attribution model which can be:
1-day click
7-day click (default)
1-day click and 1-day view
7-day click and 1-day view
4) Use the Comparing Windows feature to see how conversions attributed to their ads compared across different attribution windows. This’ll help us better anticipate any changes in reported conversions that result from moving to a 7-day window.
5) Consider using Facebook Store and IG checkout to provide Facebook with more data.
6) Discuss and test exclusions in prospecting campaigns
7) Delay Facebook reporting 3-4 days from the close of a week
