Apple iOS Update & Facebook Ad Tracking
You may be aware of the big buzz for several months now about Apple’s roll-out of iOS 14, which includes a prompt where iPhone/iPad users can now choose to opt-out of tracking. This move is set to disrupt Facebook Ads targeting and accurate conversion tracking.
Kudos to Apple for taking a step towards more privacy control for its users.
An “IDFA” (Identifier for Advertisers) is a unique identifier for mobile devices and is used to target and measure the effectiveness of advertising on a user level across mobile devices.
Currently, about 70% of iOS users share their IDFA with app publishers. After the iOS 14 change, where users see a pop-up notification inviting them to opt-in or out of tracking, it’s estimated that this number will drop to 10% to 15%. (To be clear, this change impacts iOS14 users only, and the adoption rate of opt-outs is not yet known).
As you can imagine, Facebook is pretty steamed about this and is pushing back loudly. You may have seen ads for supporting small businesses on your Facebook page or received an invitation to learn more about this from Facebook.
But what does it really mean for you as a small business owner who has a Facebook Business page? If you don’t advertise on Facebook, it means nothing to you. You can stop reading and go on your way.
But if you do run ads or boost an ad on your Facebook Business page, Apple’s updates to iOS 14 will lead to less tracking of people on APPLE mobile devices. This will impact the ability to properly measure your ad performance and the ability to properly retarget users (based on device-level targeting). In Facebook terms, it impacts conversion tracking, optimization, and targeting from Apple mobile devices (iPhones and iPads).
Note that this has no impact on android mobile devices and the data Facebook receives from them.
What should we do?
So what should you do to prepare for this? Facebook has implemented a number of changes to help advertisers, including verifying your domain with Facebook to ensure your pixel data is as seamless as possible. If you are a Red Mango Marketing customer where we manage your website and have access to your Facebook Business page – you don’t need to do anything. We have verified your website domain with Facebook, updated the latest API settings, and installed and reviewed the Facebook pixel on your website. Even for those clients who do not run any Facebook ads. Should you change your mind in the future, we have you covered.
To find out more about these changes take a look at these resources. If you have questions, contact us here.