iOS14: It's fine, everything's fine...

Date Published:
August 3, 2022
Emma Carver

We knew this day would come—though we secretly hoped it wouldn't. With just a few days to go until the big iOS14 update rolls out, making sure you're prepared is priority numero uno.

Here's the gist: Apple’s iOS 14 update is going to affect your ads and reporting capabilities. There will be limitations when it comes to ad creation, reporting, targeting, dynamic ads, audience sizes, campaign results and web events. Yeah, I know. I'm thinking the same thing.

The good news is that Facebook has rolled out a number of actions you can take to help minimize this impact significantly. Please note that if you are a client of ours, this will all be taken care of for you.

However, if you aren't a client of ours—and common, what's taking you so long—we will list everything you need to know down below.

Ready? Okay.

Step 1: Verify your domain.

Domain verification establishes which Business Manager account has the authority to configure and prioritize the eight available conversion events for a given domain (i.e., purchase, initiate checkout, add to cart, view content, etc.).

Here's a link to a user-friendly video that show's you just how to do this:

Step 2: Configure your web events.

Remember those eight conversion events from step one? Well now it's time to set those up. It's super simple, all you have to do is go to Events Manager → Aggregated Event Management → Configure Web Events → select your domain → Manage Events.

Keep in mind that you can select up to eight events, and four of them may be accounted for if you opt for Value Optimization (definitely select this if you're able to). As well, selected default events will be available for each of your domains, based on your ad activity.

Step 3: Attribution Window selection.

Be aware that Facebook will be replacing the account-level attribution window with a new attribution setting at the ad set level that can be accessed during campaign creation. This attribution setting ensures that the conversions measured are the same ones used to inform campaign optimization, and will allow for increased flexibility and clarity when analyzing ad performance. Facebook has announced it will be introducing a new API parameter to allow for the querying of results based on this new attribution setting. For automated rules, the attribution window settings for existing and newly created automated rules will no longer be supported, and a default window of 7-day click-through for non-iOS conversions and the SKAdNetwork window for iOS conversions will be implemented.

Step 4: Set expectations.

Because of these changes, your ability to optimize campaigns quickly has changed. You'll now need to allow at least 3 days to pass before you can see what ads are working and which ones are not (generally speaking). It's also likely that your ROAS will appear to be lower than it actually is. For these reasons, it's time to set new expectations for your ROAS and reporting capabilities.

Step 5: Take a breather. Everything really is fine.

I know it can be daunting, but don't get ready to jump ship just yet. There's far too much money to be made on the platform for Facebook to ever call it quits on advertising.

Yes, there will be interruptions with advertising, but ultimately these interruptions will be temporary as we all learn how to navigate this new playing field.

It’s also important to remember that a good ad will always be a good ad. At the end of the day, any product will sell when there is stellar creative, great copywriting, and an enticing offer.

Apple has announced that these changes will be released the week of 26 April. Facebook's solutions to help address these changes will take effect soon.

April 26th - An Updated Q&A From Facebook

If a web purchase event is included in the top 8 events without 4 value sets, will we report Purchase Value/ROAS for iOS14 users that have opted out of the Apple prompt on Facebook/Instagram on that device?

To enable Purchase Value (ROAS) reporting for opted out events, advertisers need to enable Value Sets within web Event Configuration. Without Value Sets enabled, Purchase Value (ROAS) reporting will not include events for users that have opted out of the Apple prompt on Facebook/Instagram on that device.

Does ROAS reporting consist of both opt-in vs. opt-out?

If Value Optimization (i.e. value sets) is toggled on in Web or App Events Configurations at Events Manager, FB can report ROAS for advertisers regardless of the opt-in or opt-out status of Apple prompt on Facebook/Instagram on the device. If value optimization toggle is off, FB will not be able to report on purchase values for users that have opted out of the Apple prompt on Facebook/Instagram on that device. If a person takes a lower priority action and then within 7 days takes a higher priority action, are the actions de-duped or will the lower conversion action still stand?

Since AEM only supports the 1-day click attribution setting for opt-outs, a higher priority event would need to happen within the 24-hour period after the ad click to override the first event. If it happens outside of the 1-day attribution window, only the first event will get reported back. The 7-day click attribution setting will not initially support opt-outs, meaning no events will get returned, regardless of priority. 7-day click will only report on opt-ins, where data flows in as it does today and more than one event can get returned, without delay. Can CAPI prevent some of the impact of iOS 14 data loss when users opt-out through Apple's ATT prompt?

No, it cannot. Like data collected via the pixel, data collected via Conversions API for iOS 14 users is governed by the same Aggregated Event Measurement requirements, as a result of which measurement, tracking, and optimization of some mobile web events will be impacted.