Apple's iOS 14 update has triggered a lot of conversations in the digital space about what it means for users and how it relates to Facebook advertising. You've probably heard or read about how the tracking prompt is set to make advertising less effective and negatively impact businesses.
If you're a marketer, chances are good that you are concerned about the imminent changes and how you can scale the challenges the new policy presents. Here are a few things you can do with regards to the iOS 14 updates.
Download all historical data:
One of the first things you should do to prepare against when the policy will come into force is to download the view-through attrition data before it disappears. Download all historical data from your account for future comparisons and that includes for both windows (28-day and 7-day.)
Get your domain verified:
Domain verification is a process that helps you prove to Facebook that you own a specific website (domain.) That way, Facebook will know that the link you are editing belongs to you and is associated with your page. Verifying your domain further helps ensure your pixel data is as seamless as possible. Consider doing this with your clients too.
Exclude iOS devices:
While this isn't a long term solution, consider excluding iOS from campaigns with future objectives so you can gain insight into what to expect when the update comes into effect fully. In other words, run a few campaigns with only Android devices so you can adjust future forecasts.
Create campaigns outside of the conversion objective:
This strategy involves running web visit campaigns and leveraging your domain's internal tracking to see whether there is a sale or conversion due to the ad you put up. UTMs and a number of other techniques can help reveal which campaign, ad set and ad that triggered a conversion so you don't have to fully depend on Facebook's tracking pixel. Lead ad campaigns can be used as well. This strategy is particularly a great one because it improves your ability to drive results from prospecting campaigns without negating the impact on retargeting audiences.
Create an extra layer or breakdown your conversion flow on your landing pages:
What this strategy entails is asking users to give you their information details when they click on a landing page at the beginning stage of the conversion journey. Their information here refers to their name and email address. You can then retroactively upload the details back to Facebook to generate custom audiences for retargeting purposes. This is an effective way to solve the problem at hand but the only issue is that it depends on the willingness of the user to share their information rather than just rely on pixel fires from page views.
Facebook advertisers are bracing up for the impact of Apple's iOS 14 update and putting in place measures to cushion the impact of the policy on their campaigns. The above tips can help you properly prepare for the coming changes and minimize the impact.