FEB. 4, 2021
Facebook is currently working on features that will help prepare for the iOS14 update, which already has rolled out to several Apple users. Additionally, the social media company has listed recommendations as to how advertisers can prepare for upcoming changes.
Changes to the Attribution Window
Back in January, Facebook announced that they are making changes to the attribution window. This is the new conversions window for optimization and delivery as a result of iOS14:
- 7-day click-through and 1-day view-through (default)
- 1-day click-through
- 7-day view-through
- 1-day click-through and 1-day view-through
When iOS 14 rolls out, the 28-day click-through and view-through will no longer be available, while the 7-day click-through and 1-day view-through will be partial.
Here’s an example of how the new conversions window affects an advertiser’s budget. If the ad set has a budget of $10 with a target CPA of $1 using the default conversion window (7-day click, 1-day view-through), after 10 conversions the total budget spent will be $10 while Facebook achieves a CPA of $1.
As Facebook prepares for the iOS14 update, advertisers will experience the following changes:
- Attribution setting will move to the ad set level with the 7-day click-through and 1-day view-through as the default.
- The “Comparing Windows” feature will show performance across existing windows.
Advertisers should do the following before iOS14 rolls out:
- Use the comparing attribution windows
- Export historic 28-day data
Changes to Web Events in Events Manager
Facebook recommends that advertisers take the following action to prepare for the iOS14 update:
- Confirm who has access to event configuration for optimization
- Select the eight events that will be used for optimization
Advertisers will have to choose eight events because Facebook will be enforcing an eight-event limit. The eight events will include
- Standard pixel events
- Custom conversions
- Standard evens with different parameters (will count as separate events)
- Custom conversions formed using custom events
- Value sets
- Non-redundant events through the API
Facebook recommends that advertisers rank their eight events according to preference.
The limitation won’t make an impact on the following:
- Page view events
- Link clicks
- Landing page view optimization
- Identifiers such as email, phone numbers
- Non-configured events in website custom audience
Some advertisers will be required to confirm their domain in Business Manager. When they are prompted to do so, they must complete the following steps:
- Apply the code provided by Facebook to their site
- Install the code to their domain
- Wait for Facebook to verify the code
Advertisers can also turn on value optimization for purchase events.
If ad sets are optimized for an event not included in the eight limitation, then those ad sets will be paused. For this reason, advertisers should revisit their ad sets and optimize for the events included in the limitation.
Changes to App Events in Events Manager
Facebook recommends that advertisers take the following action to prepare for the iOS14 update:
- Configure conversion schema in Events Manager
- Set up and test iOS14 app campaigns
Here’s how to configure the conversion schema:
Step 1: Use Facebook’s recommendation option to automatically configure the schema
Step 2: Import from the partner app
Step 3: Customize events
Facebook will likely announce more changes as it prepares for iOS14. To track these changes, follow our iOS14 guide.
