How To Prepare Your Facebook Campaigns For Apple’s iOS14 Update

Note: With more and more information being released, this topic is changing quickly. We wrote this blog post & recorded the podcast at the end of January and will do our best to keep it updated as Apple and Facebook release more information.

Facebook vs Apple. It’s a new chapter in an ever-growing data showdown…so what does this data battle mean for your campaigns? Tune in to this episode of the Getting Granular podcast to hear us review what exactly your business needs to do, how Facebook’s PR team is jumping on Apple, plus our take on if this really will affect small businesses or not… 

Don’t have time to listen or are overwhelmed with the number of podcasts you already listen to? 

Keep reading for the highlights below, or give us a call at Granular and we’ll help you out!

What’s Happening?

Facebook iOS14 Privacy Opt-in

Recently, Apple announced that their iOS14 update, which will be released sometime in 2021, will include new privacy policies that apps featured in the Apple App store will have to comply with in order to remain available for download in the store.

The privacy policy states that apps must have an opt-in prompt on every app that allows users to choose whether or not to allow third-party sites to track their data.

The full extent of the impact remains unclear, however, businesses can expect potential impacts to campaign optimization, targeting and conversion tracking.



What Will Change?

Facebook released a statement that highlights the main changes to expect.

  • Facebook Pixel will be limited to 8 conversion events
  • No more 28-day click-through, all view-through attribution windows
  • Only 7 day click attribution
  • Delivery/Action insights will no longer be available
  • Delayed reporting up to 3 days

What You Need To Do Right Now

We don’t have a ton of information yet, however, these are a few things your business can be doing to best prepare for the update.

Additionally, don’t wait! Start brainstorming new ways to sell directly through Facebook now.

  • Capture 1st party data through Facebook using lead generation campaigns
  • Develop a Facebook Shop strategy and sell to customers directly over Facebook
    • If a purchase is made on Facebook, Facebook will still have access to that data and be able to better optimize your campaigns.

At the end of the day, we’ve been here before. Maybe not in this exact situation, but situations that force us as marketers to rethink how we do business. As marketers, our job is to both stay on top of trends and to stay on top of solutions. So, yes, these changes can be frustrating, but with preparation, creative thinking, and a strategic plan in place, your campaigns will overcome!

As referenced in the podcast:

Full Page Facebook Ad Against Apple
Wired’s Nice Try, Facebook. iOS Changes Aren’t Bad for Small Businesses
Getting Granular Podcast – How To: Facebook + iOS14 Update


About the Author

Emily Martin

Emily Martin is a Paid Media Manager at Granular and specializes in Lead Gen, B2B, B2C, and service business paid advertising accounts. She holds a degree in Business Administration with an emphasis in Marketing from the University of Wisconsin - Green Bay and is a certified specialist in search marketing, customer acquisition, optimization & testing, content marketing, value optimization, and agile marketing. In her free time, Emily enjoys biking, skiing, and binge-watching popular TV series.