The conversion window '28-days-after-click or 7-days-after-view' changes to '7-days-after-click' or '1-day-after-view' (eventually '7-days-after-click'). This means you measure fewer conversions. Especially for products and services with a long consideration phase, such as a car or a holiday, it becomes more difficult to measure how successful a campaign is.
When creating an ad for iOS 14 devices, only the Auction buying type is available. The Reach and Frequency buying type is not available.
After the campaign is published, you cannot turn the iOS 14 campaign switch on or off. You must disable or delete your campaign.
For website event conversion campaigns like iOS 14 app campaigns, you can use the following campaign bid strategies: Lowest cost, Cost cap, Minimum ROAS, or Bid cap. If you choose to use the Cost cap or Minimum ROAS bid strategy, your ad set must be scheduled to run for at least 3 full days.
5 tips to prepare for iOS 14
There are several ways to effectively respond to iOS 14 via Facebook in order to minimize the limitations of the update. Below I will name the most important ways. For more information on how to implement this, we would like to refer you to this checklist.
1. Facebook Software Development Kit version 8.1
Screenshot of the Facebook Advertising approach.
In order to still be able to personalize the Facebook Advertising that is shown to iOS 14 users, it is important to install the Facebook Software Development Kit, also known as SDK, version 8.1. The update allows you to measure ads for app installations. This provides more clarity about the app conversion.
It is advisable to verify the domain of the website. This will prevent future interruptions of website campaigns. It is important to do this with the eTLD+1 (effective Top Level Domain plus one).
There are three ways to verify your domain on Facebook: HTML upload, DNS verification, or Meta tag verification.
3. Maximum 8 conversion events
It is very important to consider which 8 conversion events are most important for the business and industry email list configure them on Facebook. Think about the relevance of the conversion event. This is important because you cannot use a conversion event for optimization if it is not configured.
4. Change your campaign settings
Facebook will disable campaigns that do not comply with the new settings. This concerns:
Campaigns with the 'Reach & Frequency' buying type and ads created for iOS 14 devices.
Campaigns with a campaign optimization other than one of the eight custom conversion events.
5. Conversions API
As a (must have) alternative to Facebook Pixel there is the Conversions API. An important difference is that Conversions API works from your own server instead of a browser. This means you are no longer dependent on cookies. This allows you to send conversion events to Facebook where iOS 14 and/or adblockers have no influence.
The future of advertising
The latest iOS update makes it difficult for many companies to advertise efficiently. However, it is possible to continue advertising well. You can use the above methods to effectively respond to iOS 14 via Facebook and Instagram.