TwoSix Digital’s Facebook + iOS 14 Guide
Last Updated: March 5th, 2021
With the upcoming privacy change in a future Apple IOS 14 update – which we anticipate being released this spring – we would like to keep our tourism industry clients and colleagues informed on how the changes will impact their Facebook Advertising programs.
The following steps, in order of priority, are a starting point based on the information we’ve received from Facebook about how we should prepare for the best transition into the new environment.
If you have any questions, please feel free to reach out to a TwoSix Digital strategist for assistance.
Note that this is a working document and as we receive more information, we will continue to update it.
This is a best practice that will actually prevent other pages from running misleading ads on Facebook using your website. There are 3 ways to do so, but the following guide details the easiest steps.
Your team and/or your web developer will need:
- Admin Access as a user to your Facebook Business Manager
- Ability to edit the code on your website’s homepage
To do so:
- Start by going to business.facebook.com/
- Select the relevant business account when prompted
- Click “Add” at the top of the page
- Type in your domain
- Click “Add Domain”
- Three options will appear: 1) DNS Verification, 2) HTML File Upload, and 3) Meta-tag Verification
- Select “Meta-tag Verification”
- Basic steps will appear. You can either:
- Send steps 1-2 to your developer and request to be notified once completed
- Or edit the code on your website’s homepage according to the instructions
- Click “Verify” once completed!
2. Limit Your Website to 1 Facebook Pixel
This is vital for complying with Facebook’s workaround. To see how many pixels are on your website, follow these steps:
- Open or Install Chrome Web Browser on your computer
- Install Facebook’s Pixel Helper extension
- Go to your website and disable any ad blockers
- Click the extension in the upper-right on your browser window
- See how many pixels are found
If you only have 1 installed, you’re all set. If you have more than 1, you’ll have to decide which to use. Once decided, ask your web developer to remove or “comment out” the other pixels from your website.
Don’t delete the other pixels in Facebook’s Business Manager just yet. Facebook hasn’t said this is required and it may be worth preserving the data. You can always delete it later if it becomes necessary.
3. Decide on 8 Conversion Events
If you only use your pixel to track Page Views, you can skip this step. However, if you track anything like visitor guide requests, newsletter sign-ups, or booking searches using Facebook, you will need to decide on 8 conversion events and their priority.
Start by going to https://business.facebook.com/events_manager2/ and follow these step-by-step directions to navigate to the proper screen. You can then add events and drag & drop them in terms of priority. Note: the default, landing page views conversion event will not count toward this total of 8 events.
Directly From Facebook:
How it may affect ad performance
- Audience sizes may decrease
- Your audience sizes may decrease because they may not include people on iOS 14.
Some campaign results will be counted differently
As more people opt-out of tracking on iOS 14 devices, statistical modeling may be used to account for some conversions that are completed on iOS 14 devices. Recent changes to attribution settings may result in a decrease in the number of reported conversions and some attribution windows will be unavailable. You may also find that there are delays in reporting certain results.
Challenges to tracking affecting retargeting and prospecting
Due to Apple’s changes with iOS 14, Facebook will implement its new Aggregated Event Measurement feature, which supports advertisers’ efforts to preserve user privacy while running effective campaigns. Aggregated Event Measurement will limit the amount and type of data that advertisers can send to Facebook through tools like the Facebook pixel. Advertisers will be able to use up to 8 conversion events from a single website domain. We’ve selected default events that will be available for each of your domains, based on your ad activity.