How did the changes in ios 14 affect ads on facebook and instagram?
Apple has announced changes in iOS 14 that will affect the way Facebook receives and processes events via tools such as Facebook SDK and the Facebook pixel. And today we are going to talk about how these changes will affect our advertising accounts, and explore ways to configure advertising campaigns in the context of current realities.
In iOS 14 campaigns aimed at "app installations" and "conversions" launched from advertising accounts on iOS 14, events will be counted based on data from Apple's SKAdNetwork API.
The main changes and restrictions that will affect advertisers after the implementation of Apple's SKAdNetwork API are listed below.
SKAdNetwork API will not provide real-time reports, and data may arrive with a delay of up to 3 days. The reports will indicate the time when the events were sent by SKAdNetwork API, not the time when they actually occurred.
SKAdNetwork API will send the results to Facebook that were aggregated at campaign level. If a campaign consists of several ads and their groups, statistical modeling can be used to calculate the results at ad and group level. If several creatives are used in the ad, it will be impossible to view the reports for each of them.
Since the SKAdNetwork API data exists in aggregated form, we will not be able to view the splits of conversions by age, gender, region, and location. This is very sad.
No usual attribution windows
We will also not be able to see the splits for CTR and views rate for attribution windows within 1, 7, or 28 days. The attribution window provided by the SKAdNetwork API will be used instead.
Since the SKAdNetwork API data is provided in aggregated form, A/B testing will only be available at campaign level. It will be impossible to conduct it at the level of a group or an individual ad.
All these changes are related to the advertising campaigns (which are displayed for iOS 14 users) aimed at app installations and "conversions". They do not apply to Facebook's internal metrics (such as views or clicks on a link) nor the metrics of campaigns targeted at users of Android or earlier versions of iOS.
So, we can still show ads to users of Android OS and earlier versions of iOS without changes!
How do we set up facebook ads now?
After the changes took effect, pixel settings were changed, domains confirmed, and data delayed (3-4 days on average). We started thinking about how we could minimise the impact of changes in iOS 14 for our customers.
On the one hand – changes aren't nice, of course. It's impossible to work as we used to. On the other hand – nothing will change drastically. We just need to change our approach. We will have to shift the emphasis towards the users of Android and early versions of iOS. The audience for these devices' users is huge, and there will be quite enough data to conduct tests of creatives and audiences, and transfer them to the iOS 14 users. Based on this, we now set up our Facebook ad campaigns a little differently.
These are the realities that 2021 gives us. Despite changes and restrictions – targeted advertising still continues to show results, but the accuracy and objectivity of data from the iOS 14 users, alas, is disappearing now. These changes will be disastrous for some niches. I have a couple of projects, the ads of which are shown to iOS users only. I've already had to forget about the full picture of the ads data. Efficiency and performance have decreased several times.
Now we can only hope that something will change soon. Meanwhile, we will try to change our methods and turn our attention to the Android users.
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