How Will Apple iOS 14 Affect Your Facebook Ads?

Apple’s three new app policies have now taken full effect. In this article, we are going to discuss how Apple’s new policies will affect Facebook advertisers.

Here’s the high-level breakdown of what is happening with Apple and Facebook.

What

Apple is updating their latest operating system, iOS 14, and it will limit user information exchanged with Facebook, prohibiting specific data collection and sharing.

Why

Apple’s AppTracking Transparency framework aims to provide privacy protection for users:

“Privacy is a fundamental human right and at the core of everything we do. That’s why with iOS 14, we’re giving you more control over the data you share and more transparency into how it’s used.” – Apple

How

Apple Store will require all mobile apps to have prompts for iOS 14 users. The message will give people the option to opt-in for tracking.

Where

Apple devices with iOS 14 software and the Facebook Ad platform.

How You Will Be Impacted

Here are some of the most significant changes you should take note of:

• Facebook Pixel Tracking

Pixel actions like Form Submission, Click to Download, Add to Cart, Purchase Completion will have less numbers reported as more people choose to opt-out of being tracked.

• Facebook Ad Optimization

Due to less pixel tracking activity of user activity, there will be less data to work with when optimizing ads.

• Retargeting & Audience Segments

Users who visited your website via iOS 14 devices and iOS 14 users who opted-out won’t be tracked, so they won’t be able to be included in Retargeting or Lookalike audiences.

• Traffic

If you choose “Link Clicks” as your goal, it won’t be affected. But if you choose “Landing Page Views,” which utilizes the Facebook Pixel, it won’t track iOS 14 devices.

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