iOS 14 Updates: What You Need to Know

What you need to know about Apple’s latest iOS software update:

• Apple iPhone users can give permission to allow apps to access their data for advertising; this is known as the App Tracking Transparency Framework (ATT)
• When downloading a new app on your iPhone, you have the option to opt-in or opt-out of data usage. This is called Identifier for the Advertiser (IDFA)
• This will introduce a new attribution measurement in Facebook Business Manager, called Aggregate Event Measurement.

How does this affect advertisers?

• Specifically, Facebook/Instagram, if apps do not comply with Apple’s new restrictions, they may be restricted from the App Store, which will have a downward spiral effect on businesses that rely on Facebook for advertising. 
• Data collected in-app will affect how conversions are counted in-app through the web event (i.e., clicking on an ad in-app, taking you to a landing page on a website).
• Advertisers can only record up to 8 event conversions within one domain.
• These events will be ranked within 28 days.
• When a conversion event is changed or adjusted, there is a 72-hour campaign freeze before the campaign can redeliver with the adjusted conversion events.

What you will need to do:

• Verify your domain in Facebook Business Manager
• Make sure you are prepared only to allow a maximum of 8 conversion events per domain.
  • Define what those conversion KPIs are before submitting them to Facebook Business Manager
• There will be changes to attribution windows- be proactive.
  • If you have a 28-day attribution period set in Facebook Business Manager already, make sure to export ALL historical data so you have data to refer back to when the attribution window changes to a 7-day click-through window.
  • Connect to Facebook’s conversion API (CAPI)  to track conversions counted in-app, through  web event 
• Redefine campaign optimization strategies, which will require A/B testing 
  • Take time to test different strategies to see what works best with your campaigns and show the new attribution window’s best performance.
    • Reconsider audience segments, bidding strategies, etc.