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You might’ve now heard about the changes with iOS14 and its effects on Facebook advertising. Apple has announced that likely in March 2021 with the mandatory rollout of iOS14 for all Apple mobile phones, it will provide an opt-in prompt for users on each app to be able to choose whether to allow third-party sites (like Facebook and other social media sites) to track their user data. If you want to read more on Facebook’s stance you can go here.
6 Action Steps Needed Now
- Implement Facebook’s Conversion API (CAPI) via Shopify or manually with Google Tag Manager
- This helps you track based on information completed on your site through other means than cache-based pixel events.
- Verify your domain
- This ensures you’re set up and “official” to Facebook.
- Calculate your delayed attribution multipliers
- This helps you understand which percentage of your conversions come after 7 days.
- Decide which eight events for conversions you’ll track. Then customize them in the Events Manager
- Prepare yourself that reporting will be very different. Facebook states, “The 8 conversion events per domain will be ranked based on priority. If multiple events are completed by a user (i.e. “add to cart” and “purchase”) only the higher prioritized event will be reported.”
- Prepare for reporting within Facebook to be less-complete
- Facebook states, “Certain attribution windows will have partial reporting and metrics will not include all events from iOS 14 users. [It’ll be communicated] when a metric is partial.”
- Install a post-purchase attribution survey tool like Prove It Post-Purchase Surveys
- You will need this to understand the true impact of Facebook and Instagram ads on your sales funnel.
In summary, Apple’s rollout of an opt-in prompt for users on each app will likely deny access to user data for third-party sites (like Facebook and other social media sites). User data includes conversions, website visitors/tracking (which affects interest targeting), etc. Along with this tracking change, other changes that are coming include: attribution windows are changing/shortening, which means your ROAS will likely (via attributable reporting) decrease overall, and only 8 optimization events will be allowed (think purchase, initiate checkout, add to cart, lead, etc.).
If you have not done so already, we advise getting your domain verified within Facebook, as well as implementing CAPI (Conversion API) and AAM (Auto-Advanced Matching), and even learning what different attribution windows look like in terms of data now, so that you can have a benchmark for what success looks like when it changes.
Call in the experts to help
Our social media advertising experts can come in and help prepare your online store for this new normal. Set up a call with us today.
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