An explainer on what's going on with Facebook Ads and iOS 14 updates - and what you need to do to ensure minimum impact on your Facebook advertising.
What is Aggregated Event Measurement on Facebook?
Facebook Advertising is introducing aggregated event measurement which will require Facebook Advertisers to verify their domain for Facebook Advertising and set up to 8 event optimisations for conversion campaigns.
Why is this change happening?
This change is coming due to updates in iOS 14 that will affect how ads are delivered and how Facebook tracks users on their site.
iOS users (Apple devices) will start to see a prompt when they open any app for the first time:
"<app name> would like to track you across apps and websites owned by other companies. Your data will be used to deliver personalized ads to you."
Users have two options:
- Allow Tracking
- Ask App Not To Track
Aggregated Event Measurement is a workaround for Facebook Advertisers to reach and report on those users who opt out of tracking.
How does this affect my Facebook Ad Campaigns?
Expect an overall negative affect on your Facebook Ad Campaigns.
1. iOS/Android Users
The most important thing to note is that this change not only affects iOS users who you target through Facebook Advertising. Facebook is applying these changes globally so it will affect everyone - even Android users.
2. Event/Conversion Optimisation
There will be an 8-event limit for optimisations. You'll need to think carefully about the types of events or custom conversions that are most important for your business to track.
Facebook organises these 8 events from lowest to highest priority. We recommend thinking about your "funnel" and the actions people take from the top of the funnel to the bottom of the funnel.
Top of the funnel might be a page view
Bottom of the funnel might be a purchase or form submission.
Are there any other actions in the middle you want to track?
3. Attribution and Reporting
Fewer conversions overall will be reported, since Facebook will now only report on the top or highest priority event that a user converts on.
Let's say a user follows this funnel: PageView -> Download eBook -> Purchase/Checkout
In the above case, with Facebook Ads Reporting you'll only know about the highest priority event: Purchase/Checkout. Thus Facebook may report a smaller number of conversions for events closer to the top of the funnel.
Less data is going to be collected, so it may be difficult to build retargeting/remarketing audiences for your campaigns.
5. Campaign Interruptions
If you change your event management, ad sets may be paused and there will be a three day delay for reporting.
6. Conversion Campaigns
Conversions campaigns will be the most affected, since we specify a conversion or event to track as the desired outcome of the campaign (i.e. a form submission).
What do I need to do?
Follow the instructions below to get your domain verified and events set up.