If you’re the kind of advertiser who likes to optimize for dozens of in-app or on-website events (like distinct “Add To Cart” events for specific products, or fancy events like “Page Scroll” or “Time On Page”), you’ll be up against a pretty well-reduced limit here. Oh, and your events will be ranked by priority: events like “Purchase” will override something like “Add To Cart” in reporting. Any campaigns optimized for events outside this 8 will basically be paused until you make adjustments. You won’t need to make major changes to your Facebook Pixel, but you will need to specify 8 events for each domain. Advertisers will be limited to just 8 conversion events per domain. If you currently run dynamic ads to push product ads to relevant users, well… enjoy it while it lasts, because this might be the end of that. ![]() That, unfortunately, is going to seriously eat into just how effective you can be with remarketing and retargeting on Facebook and Instagram. That means your retargeting audiences and results will almost certainly start to shrink. When Apple users opt-out of data tracking, they’ll be basically impossible to accurately track and add to retargeting audiences. ![]() If you-like us here at Altos-use your pixel to build retargeting audiences or audiences based on event completion on your website… this is a tough change. Here’s a look at some of the major updates, straight from an update Facebook sent to its developer community in December: Impact on Audiences While losing out on data-tracking might seem scary for Facebook advertisers, in reality the changes being made here are not quite as apocalyptic as Facebook is making it sound. Here Are The Big Changes for Facebook Advertisers on iOS 14 ![]() If you’re a business running retargeting ads or campaigns focused on driving conversions, this privacy update-combined with Google’s larger move away from cookies on Chrome-could throw a wrench in your strategy. The main sore spot for Facebook is iOS 14’s new privacy controls that allow users to disallow data-tracking by third-party networks.Īpple users will be prompted with a pop-up that will ask them to either “Allow” or “Don’t Allow” websites, apps, and other third-party data-trackers share personal data-like location data, email addresses, website engagement, etc.įor ad networks like Facebook (and their advertisers) who often rely on this user data for things like retargeting, conversion tracking, and other audience targeting optimizations. Is iOS 14 Really That Bad For Advertisers?ĭespite what Facebook has to say on the matter, the real answer here is “no.” But a few of these changes will definitely take a bit of thinking to adjust your strategy. Let’s break down some of the biggest changes for advertisers, and what you can do to keep your ads running strong. With all this hubbub, a lot of small businesses are starting to ask important questions about how iOS 14 will impact their ad efforts. Then, their follow-up campaign to stop the updates just poured more fuel on the fire. That’s why, when the blue ‘Book sent out a pointed critique of Apple’s new iOS 14 updates at the end of 2020, it ignited something of a firestorm.
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