Making the iOS 14 Update Work For You

By Brendon Crouch on Feb 12, 2021
Making the iOS 14 Update Work For You

The iOS 14 update is looming. Are you ready?

You’ve probably had your feeds chock full of sensationalist news about the impending update but what does it really mean for you? Let’s get you up to speed.

At a basic level, the update will force apps to provide a prompt to iPhone users asking if they want to opt-in or opt-out of their data being shared for ad personalisation requirements. Apple will also be restricting the amount of data that is communicated to the Facebook app.

The changes at play

Some of the bigger challenges businesses might expect to see involve: 

  • Many users likely opting-out of data sharing
  • Delayed reporting on results (up to 3 days)
  • Not all conversions being tracked and measured
  • Transaction values not able to be tracked
  • Lookalike audiences being based on fewer data points
  • The inability to breakdown which ages/genders/placements/regions perform best
  • Restrictions on the number of conversion actions we can track, where each Facebook pixel can only optimise for a max of 8 conversion events for each domain. 
  • Reduced audience targeting options 

This will make advertising a little more challenging, and it may be harder to effectively and efficiently personalise your ad delivery. Finding your ideal audience will require some seriously creative thinking. Gone are the days of hyper-targeting with ease. 

But, with the right plan in place, you could turn this into an opportunity. Big changes like this can knock major players out of the water and by adapting quickly, you can get in front of the changes and secure your position in the market.

The checklist for getting ahead

1. Clean up your digital act. 

Start by consolidating your pixels down to a singular entry per top-level domain. If you’re managing multiple sub-domains on a single domain, you may need to reprioritise how you approach things.

2. Verify your website domain

Domain verification must be applied to the top-level domain plus one (eTLD+1) and prioritised for domains with pixels managed by multiple businesses or ad accounts. 

3. Plan your 8 conversions

Through Events Manager, you can configure the 8 conversion events you believe are the most relevant to your activity, before your campaigns are affected. Rank them in order of importance.

4. Update the Facebook SDK for iOS to version 8.1 

This will allow you to continue creating iOS 14 app install campaigns and optimise for app events and deliver more personalised ads to iOS 14 users. 

5. Address your current campaigns

Live ad sets that don’t have your 8 events as goals will pause immediately and it will take up to 3 days for any changes to be made. So, plan early, get started and be prepared. 

Speak to the experts

With a significant change in the industry like this, the need for an experienced specialist running your campaigns is notably highlighted. Finding new ways to optimise your campaigns and get the best result can be tricky and having a second opinion can make a crucial difference. Working with a Facebook marketing agency might give you the best chance to adapt quickly and find that your results actually improve, especially with lower competition for your target audiences. 

At Dilate, we’re fortunate to be preferred partners for Google and Facebook, allowing us priority access to reps and updates on addressing these changes. Working closely with our Facebook and Google reps, we ensure we continue to deliver the best result for our clients. 

If you'd like to find out how we can help you to get ahead of the update, simply get in touch with the team today on 1300 345 283, or send through an enquiry.

Brendon Crouch

Hey, I’m Brendon, new dad, travel enthusiast and Digital Marketer! I believe digital marketing is both an Art and a Science. It’s forever changing, which means that to be the best, you need to keep learning & innovating. I love that, and sharing my experience with others.

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