With the upcoming privacy changes in iOS14, Facebook has made plans to accommodate advertisers and their Facebook ads. The following information is derived from Facebook’s Web Advertising Guidance for Apple’s Mobile Operating System Changes webinar and compiled by the team here at Metric Labs.
In June 2020, Apple announced three new app policies that are expected to take full effect in 2021:
Essentially, changes will be made to increase user privacy by requiring an opt-in, as well as limiting/delaying reporting and tracking.
The iOS update will ask users to allow for apps to track them across websites. Apple’s PCM (Private Click Measurement, a new protocol created for web attribution) will restrict the amount of data that can be shared across businesses and platforms.
In response to PCM, Facebook has created AEM (Aggregated Event Measurement) that limits the transmission of user data while still supporting critical advertiser use-cases. It will not solve for all of the impacts of Apple’s protocol and advertisers will lose functionality. It will, however:
iOS14 policies impact data sharing that uses the Facebook Pixel and/or Conversions API. If a user opts in to having their data shared and tracked, we will be able to use their data (nearly) as usual. If they opt out, AEM will restrict their data further for us. Regardless, to accommodate for less overall data, Facebook is making changes across the system.
There will be changes in business tool set up, targeting, delivery, and management:
Business Tool Set Up:
Optimisation and Targeting:
Due to the delay of data, when an advertiser selects a new event (of their 8), or changes the configuration, they will be prevented from optimising to that event for 3 days. After the 24hr attribution window and 24-48 hr random delay, the advertiser can run campaigns, and optimise to new events. This will impact data reporting and collection.