Will iOS 14 Affect Facebook Ads Performance?

TL;DR

The iOS 14 update will not drastically impact Facebook ads as initially feared. Although tracking capabilities will be limited, advertisers can still track one conversion event, allowing them to optimize campaigns effectively. The update may cause a minor decrease in ad performance, but Facebook remains a strong platform for advertisers.

Transcript

hi guys it's ben heath from lead guru and in this video i'm going to talk about whether the ios 14 update is going to cause a facebook ad apocalypse you probably tell from the title i don't think that's going to happen i'm going to explain why we've got some more information around what the ios 14 update is going to mean in terms of facebook ads in... Read More

Key Insights

• iOS 14 update introduces pop-ups for users to opt-in or opt-out of tracking.
• Most users are expected to opt-out, limiting tracking capabilities.
• Facebook can still track one conversion event even if users opt-out.
• Tracking limitations will not prevent effective conversion campaigns on iOS devices.
• Advertisers may see a slight decrease in ad performance, estimated at 5-10%.
• Reporting delays will require advertisers to assess campaigns over longer periods.
• Facebook's attribution window will change to a 7-day click, affecting reported conversions.
• Despite changes, Facebook remains a highly effective advertising platform.

Questions & Answers

Q: How will the iOS 14 update affect Facebook ads?

The iOS 14 update will require Facebook to display pop-ups asking users if they want to be tracked. While many users are expected to opt-out, Facebook can still track one conversion event, allowing advertisers to optimize campaigns effectively. The update may cause a slight decrease in ad performance, but Facebook remains a strong platform for advertisers.

Q: What is the impact of the iOS 14 update on conversion tracking?

The iOS 14 update limits Facebook's ability to track multiple conversion events if users opt-out of tracking. However, Facebook can still track one conversion event, ensuring advertisers can optimize their campaigns effectively. The update will change the attribution window to a 7-day click, affecting reported conversions but not actual campaign performance.

Q: Will Facebook ads still be effective after the iOS 14 update?

Yes, Facebook ads will still be effective after the iOS 14 update. Although tracking capabilities will be limited, advertisers can still track one conversion event, allowing them to optimize campaigns. The update may cause a slight decrease in ad performance, but Facebook remains a strong platform for advertisers.

Q: How will the iOS 14 update change Facebook's attribution window?

The iOS 14 update will change Facebook's attribution window from a 28-day click and 1-day view to a 7-day click. This means conversions occurring beyond seven days after an ad click will not be reported in Facebook's ad account, although they still occur. Advertisers must compare Facebook data with other analytics platforms for a complete performance picture.

Q: What reporting changes will occur due to the iOS 14 update?

The iOS 14 update will introduce a delay in reporting, requiring advertisers to assess campaigns over longer periods. This delay, estimated at 24 to 72 hours, means that advertisers will need to adopt a longer-term approach when evaluating campaign performance and avoid making snap decisions based on short-term data.

Q: How can advertisers adapt to the iOS 14 update?

Advertisers can adapt to the iOS 14 update by understanding the new tracking limitations and adjusting their strategies accordingly. They should focus on optimizing campaigns using the one conversion event that can still be tracked and compare Facebook data with other analytics platforms to get a complete picture of performance. A longer-term approach to assessing campaigns will also be necessary.

Q: Will the iOS 14 update affect all Facebook advertisers equally?

No, the iOS 14 update will not affect all Facebook advertisers equally. Businesses offering inexpensive products with short purchase cycles may see less impact than those with longer lead times. The update primarily affects iOS users who opt-out of tracking, and the extent of the impact will vary based on the advertiser's target audience and product type.

Q: What is Facebook doing to address the iOS 14 update's impact?

Facebook is actively working on solutions to address the iOS 14 update's impact on advertisers. The company is aware of the challenges posed by the update and is focused on maintaining ad effectiveness. Facebook is developing workarounds and strategies to ensure that advertisers can continue to achieve optimal results on the platform despite the changes.

Summary & Key Takeaways

• The iOS 14 update will require Facebook to display a pop-up asking users if they want to be tracked. While many users are expected to opt-out, Facebook will still be able to track one conversion event, ensuring advertisers can continue to optimize their campaigns effectively. Although there might be a slight decrease in ad performance, Facebook remains a strong platform for advertisers.

• Facebook's conversion tracking will be limited to a 7-day click attribution window, which may result in fewer reported conversions. However, the actual number of conversions and campaign profitability will remain unchanged. Advertisers will need to compare Facebook data with other analytics platforms to get a complete picture of their campaign performance.

• The iOS 14 update will introduce a delay in reporting, requiring advertisers to assess campaigns over a longer period. Facebook remains committed to working on solutions to maintain ad effectiveness, and advertisers should continue following best practices to achieve optimal results. Despite the changes, Facebook advertising remains a viable and effective option for businesses.