Apple announced changes with iOS 14 that will impact the way in which Facebook is able to receive and process conversion events from tools like the Facebook pixel. So in essence, any business that advertises mobile apps, in addition to those who optimize, target, and report on web conversion events will be affected. In short, Apple is requiring that all apps in the App Store show a prompt to it’s users on iOS devices essentially asking the user for permission for the app to track them outside the platform in different ways.
This new iOS 14 policy will prohibit certain data collection and sharing unless people opt into tracking on iOS 14 via this prompt.
If iOS users elect to opt out of Facebook’s tracking, the domino effect that will result from this will be as follows: an overview of how ils 14 will impact your Facebook marketing.
- If Facebook is not able to track user behavior, the effectiveness of the tracking pixel and all of its implications is severely diminished. This results in inaccurate reporting for conversions all the way down to ineffective remarketing efforts.
- Targeting options will be weakened. That means your ability to create hyper-personalized ads to audiences may be hindered greatly.
- Less targeting options means more wasted spend and less personalization of ad copy.
As mentioned, this comes down to the ability to track events and behavior like you used to. If done properly, all Facebook advertising strategies will have some form of remarketing, conversion tracking, or lookalike generation—these all rely on the effectiveness of the Facebook tracking pixel. If users opt out of tracking, this renders the Facebook pixel useless for that user. If all users who are on Facebook’s properties on an iPhone opt out of Facebook’s tracking, you will not be able to subsequently advertise to those individuals via remarketing in the future on their mobile device.
With thanks to WordStream.