Apple has recently announced that with the iOS 14 update (dates to be confirmed) there'll be some changes regarding privacy and security of knowledge. we all know that the planned changes sound a bit scary, so we’ve put

together a simple to know orientate what the changes are and what they mean for your business.

What are the changes?

All apps, including Facebook, will arouse permission to trace and use data. Facebook has already stated they're going to adopt Apple’s prompt. The resulting impacts are restrictions and delays when it involves event reporting for businesses.

If a user opts out when prompted, data from them are limited. If they are opt-in it'll be business as was common with data collected the identical way it's now. you'll then only be ready to collect data from people who have opted in, impacting targeting, optimizations, and measurement of campaigns.

In light of those expected changes, businesses will have to adapt to and adopt new best practices.

Impacts on the web advertising

The iOS changes will present problems and be disruptive to advertisers as they're going to must reconsider how advertising and campaign structure is approached.

Tools across the ad systems in Facebook are broadly impacted and advertisers will adapt to product changes and develop best practices. All advertisers can expect changes to:

-Business tool founded
8-pixel events per domain may be used for campaign optimization, while many others will only be accustomed build audiences. If there are over 8 events in an exceeding pixel when the change occurs, Facebook will select the highest 8 events. this will be changed, but there's a 72-hour delay on changes
Event configuration is impacted by the delay in data when selecting new optimization events. Advertisers must plan ahead for this 3-day delay.
Value optimization sets will experience an update and wish to be enabled in Events Manager. Once the changes acquire effect, value sets will utilize 4 of your 8 optimization events. there'll not be precise values for every event.
-Optimisation and targeting
Conversion window changes will limit event attribution and drive changes in optimization and targeting. due to this, we expect to work out a decline in performance, challenges with retargeting and a possible have to shift to broader audiences that will cause increased audience overlap.
Reduction in website custom audience sizes are going to be seen as fewer conversions will be tracked fully from fewer data.
-Measurement
there'll be major changes to attribution. For click-through results, 1-day data are going to be modeled (adjusted to complete data loss), 7 days are going to be partial and 28 days are leaving. For view-through results, 1 day is going to be partial, and seven and 28 days are efforts. Offline conversions and store visits are available for 28 days of reporting via Ads insights API only. Facebook will state whether the data provided is partial or modeled. this implies that advertisers will see fewer reported conversions, although they're still happening.
For reported conversions, breakdowns will not exist and can create difficulty for linking actions between websites and Facebook.
there'll even be no insights on who is converting with demographic data.

Impacts on App advertising

Conversion data shared via app business tools are also restricted, aggregated, and delayed by the SKAdNetwork API. When a user opts-in, the IDFA is shared between the apps, but when a user opts out, ad serving and campaign performance will suffer.

Facebook is adopting Apple’s SKAdNetwork API to supply App advertising on iOS14 devices which aggregates and delays all app events. All advertisers can expect:

-Restrictions to campaign management and data reporting
there'll be no defined attribution window
Your App can only be related to one ad account but the identical ad account is related to multiple apps.
Each app is restricted to running a maximum of 9 campaigns directly and every campaign can have a maximum of 5 ad sets (each must adopt the identical optimization event).
-Data is going to be aggregated
The demographic breakdown is going to be unavailable
Lift measurement is unavailable on iOS 14 app install and app event campaigns
-Reporting is going to be delayed
Reporting an install will take between 24-48 hours
Events will take up to three days post-install to be reported

Action points and suggestions

Key actions advertisers can take before Apple’s enforcement in early 2021.

Website preparation

Do now:
Verify website domain in Facebook Business Manager
Prepare:
Prepare to work and define the priority of a maximum of 8-pixel events per domain
Anticipate changes to attribution windows and update automated rules if necessary
Identify campaign optimization strategies that will require testing (i.e. alternative audience options)

App preparation

Do now:
Review Facebook’s data ingestion practices available within the developer’s blog post to tell your app privacy details via Apple’s App Store connect
If using the Facebook SDK, update to version 8.1
Prepare:
Advertisers using Facebook SDK and App events API: Configure conversion schema for app events optimization, mobile app install, and events with automated app ads and value optimization campaigns
Advertisers using MMPs: Consult your MMP on their SKAN integration and conversion schema configuration
All advertisers using any app-based business tools (GB SDK, App Events API, MMP SDKs) will prepare to use the ‘Advertiser tracking enabled’ flag to instruct Facebook to limit data use on a per-event basis
If only using the App Events API, commit to integrating SKAN API via Events Manager instructions
attempt to operate all iOS 14 app install campaigns in one ad account per app, with 9 campaigns per app and 5 ad sets per campaign of the identical optimization type

To wrap up, Apple still hasn’t made it clear when this can be implemented that the sooner you're prepared the higher, but when the changes do come around, they're going to significantly impact best practices and also the way we optimize campaigns.