How Apple's IOS14 Policy Requirements May Affect Your Ads

Andy Rankin on February 17, 2021

What you need to know about Apple's iOS 14 Policy Requirements and how it will impact your Digital Ad Campaigns and Reporting

Late last year, Apple announced that one of the focuses of iOS 14 was to improve user privacy. As expected, these user privacy changes will limit the amount of data that advertisers host within the Ad Platform based on the users preferences so, here is what you need to know about these changes as a business owner.

  1. When directing users to an external site to make a conversion or purchase, the data will be much more limited, in the way of demographic reporting and conversion tracking.

  2. The privacy changes will limit the number of users that can be targeted or retargeted via social platforms.

  3. The online Ad industry is resilient and Facebook is releasing new tools to manage the changes and ensure advertisers are still able to achieve strong results.

  4. We are following the advice provided by Facebook on how to prepare for these changes, and have already begun to implement them

With this in mind, there is nothing that we need from you right now! However, keep your eyes peeled. There are still many unknowns and we won’t know the real impact until the update has been released but rest assured, we are keeping our finger on the pulse and will continue to keep you updated on the latest as we know more.

For those that want to know more about the changes that are being implemented, we’ve provided a more in depth summary below!

  • You will now only be able to have one Pixel per domain.
  • An 8 event limitation is being introduced for the Facebook Pixel. Facebook will rank the top 8 events, which we can then change. You must choose the top 8 you want to report on, for instance purchases as number one followed by add to cart, and so on.
  • These changes will affect all advertising on mobile devices.
  • Reporting on events will be delayed up to 48 hours due to the delay in Apple’s data.
  • The current attribution model of 7-day click, 1-day view with 28-day reporting will be changing to 7-day click, with 1-day view.
  • ‘Partial’ data will be provided based on whether users ‘opt-in’ or ‘opt-out’ inline with the new privacy requirements.
  • Conversion and event breakdowns of data will no longer be provided i.e breaking down conversions by gender and age group. This will also limit the events we are able to track leading to a conversion or purchase.
  • For our eComm clients, the exact conversion value of a purchase will no longer be available, this will instead fall into ranges i.e $0-50, $50-$100 and so on.
  • Conversions will continue to happen. However, our reporting and tracking will be impacted, showing a lower number of conversions regardless of whether they are happening or not.
  • The launch date of these changes have not been confirmed, however, changes within the Facebook Ad Platform to prepare for them has already started.

It’s important to understand that choosing to ‘opt-out’ of Facebook’s tracking won’t stop you from receiving Ads, however it may change how relevant that ad is to you.

For more information, feel free to reach out, we’re here to help and are preparing all of our clients for whatever Apple has to throw at us!

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