Apple’s New iOS 14 Update May Affect Facebook Ads

Apple has announced that with an upcoming update to iOS 14, they are going to make changes to how apps collect and track data. With this update, Apple will require all apps in the App Store to prompt users to opt-in or opt-out of allowing their data to be collected and shared. Additionally, Apple will disallow the sharing and collection of some data to protect users’ privacy. 

In response, Facebook sent out a notice to its business customers alerting them of the change and explaining how it will affect things going forward. 

The Effect on Facebook Ads

This change could negatively affect Facebook’s ability to receive and process conversion events, especially when using tools like Facebook Pixel. The bottom line is that businesses using personalized ads will have a much more difficult time collecting data and targeting specific audiences on Apple’s mobile devices. 

Although this change may seem minor, as more and more people opt-out of tracking with mobile apps, Facebook will not be able to accurately collect data or track users making their reporting through Pixel ineffective. Therefore, creating targeted Facebook ads may be severely affected. 

As Facebook’s ability to provide effective advertising dwindles, it may mean businesses need to move away from Facebook to other platforms that are able to provide the required data for personalization. Since every marketing dollar is an investment, you need to spend wisely. 

How is Facebook Responding?

Facebook has begun processing Pixel conversion events on iOS using Aggregated Event Measurement to protect user’s privacy while also allowing companies to run effective marketing campaigns. 

Another upcoming change is that Facebook is drastically altering their privacy policy for WhatsApp (encrypted messaging service). The change states that all data collected will be shared among all Facebook companies to help fill in the blanks created by the iOS change. 

Facebook recommends that any businesses using a Facebook app update immediately to SDK for iOS 14 version 8.1 and to learn more about using the API.

For website marketers, Facebook suggests verifying your domain to avoid any disruption of website campaigns using Facebook Pixel. 

What are we doing about it?

INGAGE has its finger on the pulse of the ever-changing social media landscape and will continue to monitor how this update affects Facebook ad campaigns. 

In some cases, it might make sense to switch some of our clients over to other advertising platforms to more effectively target mobile users and audiences that use iOS 14. YouTube has become a powerful ad platform that is harnessing the power of the data it's sister company Google collects.  

Google search advertising continues to be a successful way to bring in leads and capture sales when individuals are in a time of need.  And, since being purchased by Microsoft, LinkedIn has made tweaks that are resulting in better results for advertisers than in years past. 

If you have any further questions about how this change may affect your marketing efforts, contact us today.

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