Preparing Advertisers for iOS 14.5: Guidance By Facebook

by Apr 30, 2021Blog

For a long time, digital privacy has been a core issue for users. Meanwhile, Apple has aimed to raise awareness about the importance of online protection through commemorating 28 January, Data Privacy Day. Privacy provides security and peace of mind, and Apple believes in that fundamental human right, which is why the company works towards providing this level of security and transparency to its clients. 

The introduction of iOS 14 and the privacy features aimed to help users protect their privacy and make more informed decisions about their data. However, how would that affect advertisers?

iOS 14.5 asks for permission to track user activity and gather the information for Facebook

After updating mobile phones with iOS 14.5, apps in the App Store began to ask for permission to track users for advertising purposes across apps and websites that third parties own. It will use its AppTrackingTransparency (ATT) framework, and it will limit the collection and sharing of certain user data unless the user decides to “allow” that. ATT is Apple’s IDFA opt-in mechanism that requests user authorization to access app-related data.

Considering the limitations for businesses that use Facebook advertising for mobile apps on iOS devices, Facebook has decided to provide guidance for its advertisers. It plans to implement new measurement protocols, including Apple’s SKAdNetwork API and Facebook’s Aggregated Event Measurement. These protocols will continue to enable the measurement of campaign results, and they will also restrict, aggregate, and delay reporting.

Facebook’s Aggregated Event Measurement is a protocol that allows for the measurement of web events from iOS 14 users and. It limits domains to 8 conversion events for optimization, while these events can come from one Facebook pixel or multiple pixels. 

The changes for advertisers will be in Facebook’s business tools set up, audience selection, delivery, measurement, and reporting. As an example, Facebook shares the following:

“If you’re an app advertiser, you’ll need to run iOS 14 mobile app install advertising within one ad account and will be limited to 9 campaigns per app. If you use web events to optimize and measure your campaigns, you will be limited to optimizing for no more than 8 events on each domain that you own.”

As Facebook continues to innovate and to adapt to these limitations, they have provided some tips and guidance for advertisers to minimize the disruptions to their ad campaigns:

  • If you use the Facebook SDK for iOS, update it to version 8.0 or above, otherwise you won’t be able to create iOS 14 app install campaigns.
  • Optimize for App Events, Value, and Mobile App installs with Automated App Adds by setting up your conversion schema in Events Manager.
  • Plan your advertising around the limitations of 1 ad account per app, 9 campaigns per app, and 5 ad sets per campaign of the same optimization type.

Facebook also provides some guidance for advertisers using Web Events:

  • Verify your domain in Facebook Business Manager, if required.
  • Set up and prioritize up to 8 web events per domain in Events Manager.
  • Use the Resource Center tab in Facebook Ads Manager to review ads and ad sets that will be paused, updated, or replaced.

It is essential to acknowledge that the ways digital advertising collects and uses data will evolve even further, and advertisers need to stay ahead of these changes. Subscribe to our newsletter today, and start your Monday mornings with all relevant weekly updates straight to your inbox.