Digital Marketing

Navigating The Complexities Of Apple’s iOS 14 Changes

Rachel Fyfe

25 Feb 2021

A checklist to prepare for iOS 14 changes

It’s time to prepare for the upcoming changes created by Apple’s iOS 14 requirements, so let us help guide you through what is changing and what actions you need to take to prepare for this shift.

What are these changes and how does it affect me?

Apple is enforcing a new policy that all apps in the App Store must prompt people in accordance with their AppTrackingTransparency (ATT) framework. Once Apple enforces the prompt, advertisers that are running campaigns targeted at iOS 14 may be impacted by limitations on data sharing. 

Image result for AppTrackingTransparency (ATT) framework

If companies like Facebook and Google don’t comply with these policy changes, they could be blocked from the App Store and without wanting to take that risk, they must comply with this policy.

When is this coming into effect?

Apple has still not made it clear to the industry when they will enforce their AppTransparencyTracking prompt, although it is anticipated that this change will happen around March 2021, so it is imperative we take steps now to prepare and reduce disruption to your advertising.

Facebook has already launched their ‘Resource Center’ a new tab in Ads Manager with a customized checklist of tasks to guide you through actions you can take to help ensure your advertising is set up optimally and prepare for the upcoming impact of iOS 14 requirements. 

Facebook has also updated their default Attribution Window Setting to 7-day click and 1-day view, which you can read more about here, resulting in a likely decrease in the number of reported conversions. 

In addition, there are updates to conversion events, where a limit of 8 conversion events will be allowed for any given domain.

How can I prepare for these changes?

If you optimise, target or report on web events from Facebook pixel or any of Facebook’s other business tools, you can take steps to update your event setup and manage these changes. IT is recommended that you:Verify your domain in Facebook Business Manager. It is the best practice that all businesses verify their domain. However, this is a priority if your domains integrate pixels that are owned by multiple businesses or personal ad accounts. 

Prepare for attribution window changes by using the Comparing Windows feature in Ads Manager to see performance across all existing windows.

Set up event configuration for your domain in Events Manager. You will now only be able to configure up to 8 unique conversion events per website domain that can be used for campaign optimisation. Ad sets optimising for a conversion event that’s no longer available will be paused. We recommend that you identify the 8 conversion events most important to critical business outcomes. Only the highest priority event will be sent, so whenever a customer takes multiple actions during a conversion window, all other events may report numbers that are lower than expected, even if they are within the eight. These events may still be happening, but they might not be reflected in Events Manager reporting. 

Review and consider replacing ad sets that will be impacted. Duplicate ad sets that use new conversion events will be published immediately and replaced ad sets will be paused. If this is not the desired outcome, you should wait to replace ad sets once Apple enforces their prompt.

If you use the Facebook SDK for iOS, App Events API or a Mobile Measurement Partner (MMP), click here to follow Facebook’s steps that will help you prepare your app event setup and management for these changes.

We know that Apple’s iOS 14 requirements will impact how we advertise, particularly how we collect and use data. Although it may take some time to adjust, by following the steps above, we can better prepare ourselves for these changes and minimise disruption for ourselves and our clients. 

By Rachel Fyfe, Social & Content Lead at GrowthOps Digital

GrowthOps Digital is a full-service digital agency that offers end to end digital marketing services such as Google Ads, Social Media, Partnership Marketing, and more. Speak to us about your growth needs today.