iOS 14 vs. Facebook Advertising – What to do now
Posted: Sat Feb 01, 2025 7:09 am
Fundamental changes are coming to Facebook Advertising. With the new app tracking opt-in, users will have to actively consent to tracking within an app from mid/late January . This applies to every app within the App Store.
The following content and measures in the blog article are Facebook-specific, but the fundamental changes brought about by iOS14 affect all digital advertising platforms, such as Pinterest, TikTok and Snapchat.
Furthermore:
This information is as of January 21, 2021. Facebook has not yet published the latest changes and more information will be available in the next few days/weeks. We will keep you updated in our blog. Or contact our PPC experts directly .
The consequences for advertisers on Facebook in detail
The changes made by Apple's iOS 14 will limit your options in the real mobile numbers list advertising market. Once the changes come into effect, the following will happen:
Tracking:
Limited tracking of conversion events – only 8 events per pixel and per domain, as only one pixel per domain will be allowed
Prioritization of events in the Event Manager
Reporting:
Changes to the attribution window (instead of 28 days post click, only 7 days)
Fewer tracked conversions -> lower ROAS
Conversion insights such as age/gender will no longer be visible
Optimization Targeting:
Smaller retargeting pools
Change or removal of the conversion window at ad level
consequences for advertisers
Facebook is working hard on solutions (statistical models, best practices for campaign setup, etc.) to continue to adequately determine advertising effectiveness, offer targeting options and reach its target group on the platform. We always follow the latest guidelines and industry trends in order to be able to offer our customers maximum performance. If you have any questions, please feel free to contact our PPC experts.
The following content and measures in the blog article are Facebook-specific, but the fundamental changes brought about by iOS14 affect all digital advertising platforms, such as Pinterest, TikTok and Snapchat.
Furthermore:
This information is as of January 21, 2021. Facebook has not yet published the latest changes and more information will be available in the next few days/weeks. We will keep you updated in our blog. Or contact our PPC experts directly .
The consequences for advertisers on Facebook in detail
The changes made by Apple's iOS 14 will limit your options in the real mobile numbers list advertising market. Once the changes come into effect, the following will happen:
Tracking:
Limited tracking of conversion events – only 8 events per pixel and per domain, as only one pixel per domain will be allowed
Prioritization of events in the Event Manager
Reporting:
Changes to the attribution window (instead of 28 days post click, only 7 days)
Fewer tracked conversions -> lower ROAS
Conversion insights such as age/gender will no longer be visible
Optimization Targeting:
Smaller retargeting pools
Change or removal of the conversion window at ad level
consequences for advertisers
Facebook is working hard on solutions (statistical models, best practices for campaign setup, etc.) to continue to adequately determine advertising effectiveness, offer targeting options and reach its target group on the platform. We always follow the latest guidelines and industry trends in order to be able to offer our customers maximum performance. If you have any questions, please feel free to contact our PPC experts.