The Impact of iOS 14 on Facebook’s Ad Ecosystem: What to Do to Adapt to Change?

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The Impact of iOS 14 on Facebook’s Ad Ecosystem: What to Do to Adapt to Change?

As the new iOS 14 is already a reality for millions of Apple devices, Facebook has communicated to advertisers a series of steps they must take to mitigate its impact at the level of attribution and campaign effectiveness.What does the launch of iOS 14 mean for Facebook campaigns? uk database contact The expected consequence is that many iOS 14 users choose to limit this activity tracking . Although Facebook is planning to develop an Ad Manager for Android and another for Apple, right now it only has a single advertising management platform , so the changes will affect event tracking, audience segmentation and optimization and measurement of campaigns on all types of devices.
In parallel to the announced change, Apple has proposed its Private Click Measurement (PCM) as a way to carry out advertising measurement in the new scenario. However, Facebook will use its own measurement system called Aggregated Event Measurement (AEM). The Apple system does not contemplate cases such as the control of conversions that occur between apps and websites (if a user clicks on the Instagram ad and purchases in the e-commerce), and conversions would not be taken into account if the user navigate between different domains (for example, if you change the language within the same website).

Facebook has indicated to brands the steps they have to take on its platform How does the change affect advertisers using the Facebook advertising platform? Facebook’s advertising ecosystem will adapt to this new situation with changes in three different areas:
Tracking the events in the Business Tool Now, advertisers will only be able to configure eight events in total per domain. The number of pixels associated with each website does not matter because the reference point is the domain. In addition, advertisers will have to put those events in order of priority because, if they do not do this last step, it will be Facebook that automatically chooses which ones are the most important. Each change in this configuration will mean a three-day wait until the campaigns can be optimized again.
In this process, Facebook will most likely require the advertiser to verify their domain if they haven’t already. This action is carried out in the Business Manager and brands that operate without it will need to create it to complete the verification.

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. Audience segmentation and campaign optimization
To avoid a decrease in  gulf email list  campaign performance due to lack of data, Facebook has shortened the attribution window to seven days after clicking and one day after impression or display (compared to 28 days before). This change will especially affect brands whose sales process is long and thoughtful, compared to purchases that are more impulsive and that can be registered in that limited time. The change in Apple also poses challenges at the level of retargeting and prospeting on Facebook, since audiences will be reduced in size and data and this will complicate the personalization of campaigns . Presumably, this will result in less effective ad campaigns.

With iOS 14, Facebook audiences will be more restricted
3. Measurement of advertising campaigns on Facebook
Advertisers will see fewer conversions attributed to advertising and, if they do register, they will not have detailed views with demographic information to help them understand what type of users are generating the most business. Therefore, advertisers will need to take this into account to adjust their attribution models and try to limit the loss of insights globally.The tortuous path to a future without Third Party Cookies
The industry is moving towards a future without third party cookies, although the transition is not being smooth . A few weeks ago, Google announced that it was testing Google Floc as an alternative to using Third Party Cookies on its advertising platform. But they have recently announced that it will not be carried out in Europe , since this system may not be compatible with the current GDPR regulation .
With iOS 14, Apple has put one more obstacle to measurement based on Third Party Cookies. However, the cascade of consequences that it has produced in advertising platforms as established as Facebook shows the difficulty of combining the effectiveness of advertising campaigns with data privacy .
If you want us to help you configure the steps that Facebook takes to mitigate the impact of iOS 14 on campaigns, do not hesitate to contact us .

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