Facebook after iOS 14

On April 26, 2021, Apple released the new iOS version 14.5 which, among other new features, has one that allows users to control and restrict the Tracking Transparency App (ATT).

Facebook for several months already sowed terror among the creators of Social ADS and now X time has arrived! Let’s find out what the effects are on your ads.

How to collect tracking consent?

Users who update the software on an Apple product, the download or update of an app, is asked for explicit consent to the collection and sharing of their behavior data. This data also includes third-party tracking codes, such as the Facebook pixel or the SDK, on which many of our sponsored nametags are based.

Maybe you could think, “Finally someone cared about our confidentiality!” but if you’re a marketer, you’ll understand that this step by Apple in the privacy field will create quite a few problems.

If you don’t consent to the data, we cannot track everything you do outside the social platform. In the case, for example, of a user who, starting from a sponsorship, goes to the site and makes a purchase, we may not be credited. Users are excluded by default from tracking until they see the prompt inside the app and decide whether to accept or deny the use of their IDFA.

That explains why the data you are allowed to collect about your audience and the effectiveness of your sponsorships are no longer the same as before.

Help... prepare for the worst!

This was the situation at the end of June 2021.

In our country only 25.25% of Apple users had consented to data tracking. Of the remaining part, 47.43% had denied, while 24.76% had not yet been asked. A new count was made at the end of September, but the numbers were not encouraging.

Only 30% of people who have authorised tracing in Italy remain.

To console us though the report of idealo.it

According to the data collected for 2020 on online shopping intentions via mobile, it appears that only 22.7% of users use Apple products.

Maybe it’s less than you expected, but also consider that, people who use an iPhone or iPad, they probably have more buying capacity!

Keep calm…Changes to your Business Manager

There are actions to do within the Business Manager to prepare for this novelty.

First you have to verify the domain of the website. This allows you to claim ownership of it on Facebook and protect your brand. It’s an easy action that you can do within Ad Management. You can find it in the Brand Safety section under “Domains”.

Another thing that needs to be done is the configuration of the conversion events.

Until recently, the events that could be set were infinite. Now, however, there’re at most eight.

You can always configure them within the BM, under the “event management” item. Thanks to the events you can go to create customized audiences.

Finally, check the attribution window. Before the update to iOS 14 Facebook the choice was between 1 day, 7 days or 28 days from the click. Now they have been reduced to 7 days from the click or 1 day from the display. We therefore advise you to always check this setting in your campaigns by setting the highest value so as not to lose any results.

Other ways to track your conversions

There are tools outside of Facebook and Ad Management, which can certainly help you to have a more accurate picture of the trend of campaigns.

API Conversion

It’s a system that joins the pixel and communicates directly to the server the conversion from a sponsorship campaign. It’s therefore not based on a cookie released by the pixel, but on the tracking of the purchase by the website. Many recommend to implement both pixel and API tracking simultaneously to maximize data tracking. However, this may also lead to double tracking, so do some tests to make sure everything works properly.

Tag Manager

Google Tag Manager is a free tool that allows you to install snippets of code within the HTML pages of a website. This tool consists of two parts, the activators (click on a link/button/call to action of the site) and the tags (which receive and process the data generated by this action). By implementing Google Tag Manager the pixel can have more accurate and timely data in the reception of data related to various events.

Google Analytics

Another really useful tool to understand the general trend and the provenance of the data is definitely Analytics. In addition to providing reliable information it can be a good point of comparison. You can compare the data provided by Google with those that appear in Facebook Ads Management to get an idea of how much those from the sponsored social networks are defined. Analytics has recently been updated to the “GA4” version that allows to obtain data in reference to monetization very targeted thanks to flexible reports.

But quiet...This is not the end of the world!

The next step will be to activate Facebook Pay in the shop? Good idea, because the whole buying process could be done within social platforms!

In some countries this function is being tested and it seems that next year we’ll also have it in Italy.

Stay positive

It’s true, the owners of iPhones and iPads are many nowadays and the data we can count on will not be the same as before. For our future campaigns, however, we must bear in mind that all is not lost! Since all the actions carried out in-app are still tracked, we can move our attention there.

The collected data relating to leads, interactions and visualizations within the applications remain unchanged for all. We can then aim to re-label all people who visit our profile, view a video, leave a comment or like. Actions on Lead Ads and interactive experiences can also be a starting point for audience creation.

Since you can no longer count on 100% on Facebook to reach your users, reconsider using influencer marketing.

The data on your naming is no longer optimal and super reliable, but that’s not why your audience has changed or shrunk! So try to focus on exceptional testimonials and bloggers and get them to talk about you!

Credits: blog.branch.io & www.idealo.it