Digital Marketing

How Apple’s iOS 14 Affects Your Facebook Ads and How To Prepare For It


Recently, Apple announced that it would make certain changes to iOS 14 that would affect the way Facebook receives and processes conversion events. Basically, this means that everyone is affected who is currently using the Facebook business tool to analyze, optimize and track conversion events on the web.

The new app guidelines will take effect soon. While releasing a new version of software isn’t a big deal as the digital world is constantly evolving, what matters is what the impact the new version will have.

This new version of the app’s policies, following Facebook’s privacy allegations, gives users a login prompt that is used to decide whether third-party websites like Facebook can get access to their data.

How does Apple’s iOS 14 affect Facebook ads?

Below is a list of the changes you can expect from the new version that will affect the way Facebook ads work:

1. App advertising

When Apple developed the concept of the ‘SKAdNetwork’ API in 2008, its main goal was to improve the privacy of users using mobile apps. By 2021, this concept will have become a reality and will have a significant impact on how Facebook ads work.

The new version of the app policies, which is controlled by the SKAdNetwork API, is used for Facebook app advertising on all iOS 14 devices. This, in turn, does one of three things for all app data: it is either constrained, aggregated, or delayed.

Additionally, data is limited to a maximum of nine campaigns and only five ad sets per campaign are allowed for each Facebook ad account.

2. Mobile web advertising

In addition to the SKAdNetwork API, Apple also created PCM (Private Click Measurement), a protocol for web assignment. This will help limit companies and platforms from accessing data.

However, there are some issues as it will make it difficult to track users geographically. This is because when a user clicks on an ad on Facebook, they are redirected to the web browser, which is then no longer traceable due to PCM.

How would the event be recorded if a customer from Argentina orders something and is then redirected to the US-based company’s local website? To solve this problem, Facebook will soon be releasing a tool for managing aggregated events.

3. Optimization

The new version, iOS 14.5, has an event limit of eight pixels for each domain when it comes to optimization. So only eight conversion events are allowed for optimization for each domain.

Hence, advertisers need to prioritize the eight most important events. Please note here, however, that this restriction is only used for optimization. Advertisers can track more than eight events.

4. Set up the Business Manager tool

The Facebook Business Manager user interface is going to see some changes, and while it doesn’t seem so important, it is. This has to be done so that Facebook doesn’t have to wait for two separate interfaces (iOS and Android).

However, it will not show any changes that make it difficult to decrypt or use. There may be only minor changes such as: B. a move from Ads Manager to Event Manager or similar changes.

5. Measurement

This new version of the App Policy will also make measurement a little more complex and result in underreporting when it comes to organic and paid channels. There can also be a wandering in dark social traffic (when people share things privately on social media it is difficult to keep track of).

The data for ad reports may be delayed by three days for data specifically from iOS 14.5 users due to the PCM protocol as explained above. This limitation, applied to data, makes advertising campaigns impractical for advertisers.

How do I prepare for the update?

The following steps should be followed to prepare for the upcoming update:

1. Have the domain verified

When you check your domains with the platform, you are officially all set up on Facebook. There are several ways you can verify your domain. Add a meta tag to the Section is one of the easiest ways to get verified.

2. Select eight events to review

Since there are only eight events that can be optimized, you need to create a priority list that you want to keep track of and then run it with the event manager. Note, however, that as with domain verification, the pixel owner must do this and not the partner.

3. Do not add an option for iOS devices for conversion campaigns

While this is by no means a permanent solution to the problem at hand, you can use this technique to get an idea of ​​what paid ads will run on the platform after the effect comes into play. You can click Android devices only when running the campaign.

4. Review the affected ad sets

The update will affect the pixel tracking of Facebook ads. First of all, you should think about replacing ads that are affected.

This can be achieved by restricting campaigns to Android devices (as mentioned above) and creating campaigns that have no conversion goals so that internal tracking is possible without the help of Facebook.

5. Optimize for campaigns for link clicks

After the new update has come into effect and gradually more and more devices are updated to the latest version, the size of the target group may decrease.

There is a strong possibility that certain iOS 14 devices will simply revert to the destination of the mobile web browser instead of the app or the app store. To avoid this, a campaign to optimize link clicks for iOS 14 users can be created.


These changes in no way stop advertising on Facebook. In fact, there are some experts who believe that these changes may not have as much of an impact as is predicted.

As we all know, the digital space is constantly evolving and advertisers will find a way to get around these hurdles over time. But for those who want to be prepared for anything, you can always follow the steps given above.


Jeffrey Rabinowitz