The Apple iOS 14.5 beta has amazed us with new features to customize and protect phones. This update includes an option to unlock the iPhone using the Apple Watch, changing the default music player for Siri, new actions to the Shortcuts app for taking screenshots, and more. But the biggest update so far is the new Privacy-Focused Tracking Prompt, so If you are an iOS user have definitely received the “Pal About” Apple prompt:
This is a game-changer, not only did the iOS 14 Update brought visual changes to Apple’s smartphones, but it also just made advertising much more complex to do on Facebook.
Apple is now focusing on app privacy and activity tracking, giving their users the choice to prohibit certain data collection and sharing unless they opt into tracking. This means that developers will now need to be authorized to use any individual’s IDFA (Identifier for Advertisers) to comply with the ATT (App Tracking Transparency policy).
This iOS 14 Update got Facebook strongly worried since the possibility to track user behavior will be slim to none. Small businesses will see a major impact on their advertising considering the fact that Facebook is their most-used platform for marketing.
If iOS users choose to opt-out of Facebook’s tracking, this will result in insufficient optimization, fewer conversions will be reported, and most importantly an incomplete target market segmentation. The efficiency of the tracking pixel will be severely diminished, you will still be able to track more than 8 web events via Facebook Pixel, but you will only be able to dedicate a total of 8 events to use as your conversion events.
While there aren’t any suitable solutions to work around the iOS 14 updates, for the time being, you can start by:
Verifying your business domain specifically if your domains have multiple personal ad accounts that own pixels.
Exclude iOS devices from campaigns with conversion objectives from your running paid advertising on Facebook. To do so, under the Specific Mobile Devices & Operating systems choose Android devices only. This setting will let you focus your ads on all non iOS types of devices.
Update your lead ad campaigns for your domain’s pixel and identify the most remarkable conversion events, then reduce them down to 8 conversion events.
The future of Facebook advertising will be mostly okay, this is not the first time nor the last time digital marketing has experienced such a shake-up.
For now, try to rely less on the Facebook pixel, for starters, you can promote your business using other channels, for example, Youtube, Instagram, Google, Bing, and Linkedin. Don’t be concerned, Facebook ads and ATT, App Tracking Transparency policy can coexist, if history has taught us anything it’s that humans are highly adaptable.