Prepare for Changes to Facebook from Apple’s Latest Update

Apple has announced changes to how data is tracked, impacting advertising and conversion tracking. Facebook has issued an explainer for how advertisers and developers can prepare…

Apple iOS

In its latest updates—to iOS 14.0 and 14.5—Apple is putting the emphasis on your customer; or rather, your customer’s preferences where tracking (or not to be tracked) are concerned. If your brand or business has an app that is downloaded from the Apple-exclusive App Store, you must now submit information regarding your data collection practices. Users will have the option to opt into or out of tracking on iOS 14.5 devices, and reporting and ads personalization will be affected by their choices. More detailed information can be found at the App Store’s User Privacy and Data Use page. You’re likely wondering how to prepare for this change, and how to measure engagement. Where Facebook is concerned, there is an answer…

Aggregated Event Measurement

Facebook has a feature, the Aggregated Event Measurement protocol, which has the capability to measure web events from iOS 14 users. There are, however, limitations to be mindful of. Domains allow a maximum of eight conversion events that may be utilized for the purpose of conversion optimization, which can come from one or more Facebook pixels. If your brand has considerable amounts of content to post, you must carefully select which events you want promoted on however many Facebook domains you have. The conditions of Facebook’s Aggregated Event Measurement protocol will go into effect upon Apple’s changes to iOS 14 and 14.5. In the meantime, if you’re advertising on the platform, you should check verifications…

Verification of pixel

If you advertise your brand on Facebook, you must verify that the pixel is working, as this will help you reach more customers, drive more sales, and—in connection with Aggregated Event Measurement—measure results. If someone should take an action of some kind on your website, the pixel will send you a notification (or “fire”), giving you insight on what customers respond to and their shopping habits. And to ensure the pixel is working and well, you must in turn verify your domain…

Verification of domain

Facebook recommends complete domain verifications for any brand that advertises on this platform. By doing so, you have a lot of control in how your brand is presented on the platform. There is no need to edit open markup tags on your brand’s home website, and editing permissions over links and content can be easily managed. And if those reasons aren’t enough to verify your domain, the process to do so is free! There are two methods to domain verification—HTML file upload and DNS TXT record—and, as stated, there is no need on your part to edit HTML data on your brand’s website. And, it goes without saying, your conversions will benefit…

Conversions API

If you advertise your brand on Facebook, you are naturally concerned about how your content converts. Conversions API (application programming interface) will enable customers (and brands) to send web events from their respective servers to a pixel. These are then processed as if they were browser pixel events. Conversions APIs ultimately can measure, report, and optimize similarly to browser pixel events.

The word “change” is often associated with the word “challenge.” And the changes to Apple iOS 14.0 and 14.5 will be challenging to brands with an online presence. Facebook’s rundown of what these changes entail can point you in the right direction for handling the necessary changes. For more details, click here.