Apple has announced that with the release of iOS 14, there will be changes that
will influence the processing of conversion events received by the Facebook pixel.
In response to these changes, Facebook has begun processing pixel events from iOS14 devices using aggregated event measurement, in order to maintain privacy and still deliver effective campaigns.
What is Aggregate Event Measurement?
Facebook Aggregate Event Measurement is a protocol that enables the measurement of web events from iOS 14 users. Aggregate Event Measurement limits domains to 8 conversion events that can be used for campaign optimization.
When you change the event configuration you can choose the ones that will send the most important data for your business. The data received will then be useful for campaigns, for optimization and conversion purposes.
Facebook best practices recommend identifying the 8 essential conversion events for your business and the funnel applied.
What are the actions to activate on Facebook for the changes brought by Ios?
According to Facebook, the actions to take to continue publishing campaigns and measuring their results are:
Verify your website domain to avoid website campaign malfunctions. Here is the complete Facebook guide for the procedure.
Set up the 8 conversion events in the Events Management section of Business Manager (ad groups for events that are no longer available will be paused)
While those running ads optimized for in-app ad events are advised to upgrade to the Facebook SDK : this process is for those using the Facebook SDK for iOS, the App Events API, or a Mobile Measurement Partner (MMP). Here is the complete guide on the Facebook Business Help Center.
What changes in the reports?
These changes will also impact reporting, such as:
Delays : Reports may not be updated in real time
Estimated results especially for campaigns with multiple ad groups
missing details : age, location and gender info are not supported
default attribution window of 7 days.
The consequences for companies
The precautions just mentioned certainly mitigate and limit the possible negative consequences that companies can encounter in Facebook advertising campaigns.
Apple has certainly made a clear decision regarding the privacy of its users: the document A day in the Life of Your Data demonstrates this.
We can only wait for further developments in the "debate" between the two giants.
If you have any questions or doubts about this topic, you can join our Facebook group : a community created to share ideas and exchange advice about marketing for small and medium-sized businesses. Click here to join!
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