To be tracked, or not to be tracked? That is the question. Later this year, Apple is rolling out their AppTrackingTransparency framework. After updating their devices, all users will receive a prompt on each app they open, forcing them to decide to “Allow Tracking” or to “Ask App Not to Track”. Users will be able to see exactly what data each app is monitoring, and the framework may also limit tracking via website pixels.

Facebook is particularly worried about Apple’s changes. In their statement, the company writes, “businesses that advertise mobile apps, as well as those that optimize, target, and report on web conversion events from any of our business tools will be affected.” Essentially, this will primarily affect their “Audience Network” (ads on mobile applications) and iOS app installation campaigns. However, they warn that promotions using website events like purchases and landing page views are also likely to be affected. Facebook recommends beginning to shift to 1 single website pixel per domain and only using 8 website conversion events.

Now that you know what will be affected, the questions become why, and how does this affect you? The two are inextricably linked. Many users are likely to opt-out when the prompt appears, so the pool of people that can be tracked reliable shrinks. Remember, although you might not actively promote on mobile apps, they still provide valuable data regarding user habits, interests, and activities to the advertising platforms like Facebook.

So, it affects you because, on the reporting side, conversion events such as purchases, landing page views, leads, etc., will decrease. That doesn’t mean they’re not happening – just that they can’t be credited to campaigns due to this privacy policy. Custom, retargeting, and lookalike audiences will likely be influenced. You’ll have to decide what 8 things on your website are the most important to track. It’s important to recalibrate, so if you have questions, please reach out to us.