Since January of 2021, there’s been a lot of buzz around poor-performing Facebook ads post-launch of ATT (App Tracking Transparency) from Apple. But what are the actual changes or the impact on the results so far? Well, Let me take you through all you need to know about this event.
Background
With the release of Apple’s iOS 14.5, a new feature has been introduced to give users more control and privacy protection around data collection by third-party applications. Apple users now will be prompted by their device to opt into or not tracking on iOS 14.5 via this prompt about data collection for each application they use. If the user denies permission, applications will not be able to track site and app behavior through their pixels.
This update has affected all advertisers across Facebook, regardless of whether the audience is using Apple, Android, or Windows operating system to access Facebook on both app and web.
Only 8 conversion events can be configured with each pixel per domain in Events Manager. Attribution window periods are also reduced from 28 days to 7 days, which may lead to fewer conversions and lesser data to optimize.
Impact of iOS 14 Update on Facebook Ads
Let us go through each affected Facebook ad feature one by one:
- Data Tracking & Reporting
Accurate reporting is the biggest challenge. For instance, you may receive a sale on Shopify Dropshipping store, but you would not see the conversion on Facebook ads reporting. This heavily impacts key metrics like return on ad spend (ROAs) and cost per purchase (CPP).
If these metrics and others aren’t showing accurately, you would not see the true performance of your ad campaigns. Furthermore, real-time reporting isn’t available for any conversions from devices running iOS 14 and 14.5. Also, there are reporting delays of up to 3 days.
- Interest Targeting
Going forward, Interest targeting will be less precise and have smaller audiences since most of the iOS users are opting out of being tracked making less overall data for Facebook to work on.
Suggested Read: Power-packed Facebook targeting tips for your campaign strategy
- Retargeting
Since many users are opting out of being tracked, it takes a longer time to collect data and acquire results. And if an iOS user chooses for their data to be private, you won’t be able to obtain their IDFA and retarget them. Depending on how many iOS 14 users are visiting your website, your ability to retarget will be heavily impacted.
- Custom Audiences
The smaller pool of data Facebook advertisers have to work with means their custom audiences will be less and not as precise as they used to be.
- Lookalike Audiences
Lookalike audiences are made using custom audiences, so if custom audiences have fewer data to work with, the LLA won’t be as effective.
Facebook Ad Strategies to Combat iOS 14
Finally, let us discuss the new Facebook ads strategies to minimize the iOS impact
- Create Competitive Ads
The overall list of people that Facebook can accurately target is smaller now so the best way to do this is by creating better ads and particularly video ads.
- Give Facebook Larger Lists of People to Work With
And to create these high-impact audiences, custom audiences may be created using data from purchasers, emails, add to cart, Website visitors, Facebook page engagement.
- Interest Targeting
Interest targeting is when you target specific interests related to your store’s niche. Now since audience sizes have shrunk, you would need to target broad interests.
- Retargeting
For retargeting ads, we recommend using a 1 to the 7-day window as against 30 to 180. Also, you must use your email and buyer lists when retargeting. Now since most users are choosing not to be tracked, you’ll have fewer people to retarget.
So, by using your previous customers and email lists, you’ll have a warm audience of people that were already interested in your store.
- Measuring Performance
Since reporting and tracking are potentially inaccurate, it’s important to track sales to the best of your ability.
Also Read: How Facebook insights can help you target your competitor’s fan
Conclusion
This update shouldn’t be able to stop you from pursuing your goals. Hope I have been able to clarify your doubts on this iOS update.
