How are your Facebook ads doing now that the iOS 14 tracking changes have rolled out?
If the answer is not great — or if you aren’t so sure, or if you don’t even know what the heck “iOS 14” means — read on. We’ve got you covered.
What’s Happening with the iOS 14 Changes
Apple started rolling out those pesky “Allow [Facebook] to track your activity across other companies’ apps and websites?” notifications earlier this spring.
In other words, Apple users now have control over whether apps can use their data to deliver personalized ads to them.
Sounds like a win for user privacy — and maybe it is — but it also has a major impact on the bottom line for many small businesses that rely on advertising to sell their products or services.
And we’re already seeing that impact.
According to WARC Data Points, only 26% of Apple users have allowed app tracking when prompted. And in the United States, that number is even lower, at just 16%.
When you think about just how many people use iPhones, that’s a little alarming.
In fact, when we initially audited our clients’ accounts to help them prepare for the iOS 14 updates, we found that upwards of 80% of some accounts’ traffic comes from Apple devices.
That’s a lot of potential data lost — and a lot of potential customers you may no longer be able to reach.
(Still a little lost? Listen to our recent podcast episode, where we dig into the iOS 14 updates and the effect they have on your ads.)
What You Can Do to Protect Your Facebook Ads
Okay, enough doom and gloom.
Contrary to what this email (and Mark Zuckerburg) might be leading you to believe, your Facebook ads aren’t sentenced to death — yet.
There are some important things you must do to protect your ads, though.
First off, you need to set up your account correctly to comply with these new requirements, or Facebook will simply stop showing your ads to people.
Here are the three main steps you need to take:
- Verify your domain.
- Prioritize your conversion events.
- Choose your ad set attribution window.
(Before you freak out about all this technical talk, know that we have a free guide that walks you step-by-step through this whole process. It’s easier than you think!)
Once your Facebook account is properly updated, your work isn’t done.
There are several things you’ll want to do to optimize your advertising post-iOS 14.
In fact, we’ve got three key tips for you
…and we’re sharing them for free in our newest resource, Your Advertising Guide to Apple’s iOS 14 Updates.
This comprehensive guide will teach you:
- What are the iOS 14 changes?
- Why do they matter for online advertisers?
- What happens if your account is NOT updated?
- How do you prepare your account?
- What should you do next?
Go ahead — download it now, and get all your iOS 14 questions answered.
How Do You Guys Know So Much About This, Anyway?
Glad you asked. 🙂
As an agency specializing in digital ads, we were way ahead of the curve when this iOS 14 stuff was announced mid-last year.
Between talks with our personal Facebook rep, months of research, and our own experience running high-converting ads for clients for years, we braved the iOS 14 storm with a sturdy boat and a steady crew.
We helped our clients with everything they needed to prepare their accounts. As a result, every single account was able to keep chugging through the changes as though nothing had happened.
So if you have any questions about the iOS 14 updates — or digital advertising in general — we would seriously love to help you.