This won't give us access to new types of information.
The iOS 14 Prompt
The example language we have here may not be final, and Facebook may be testing multiple versions of the message to determine which approaches are most effective at keeping users opted in to tracking. Facebook previously bought a full-page newspaper ad with similar messaging, making the case that the change would be particularly negative for local businesses as they struggle during the pandemic.
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We're standing up to Apple for our small business customers and our communities. Last week , Facebook CEO Mark Zuckerberg told investors on the company's quarterly earnings call that they should soon expect reduced advertising revenues from the company as a result of Apple's change in policy, because many if not most users will opt out when presented with the choice. He also claimed that Apple's move to require opt-in from users for IDFA tracking is one of many examples of Apple engaging in anticompetitive and monopolistic practices.
Also that same week, Apple CEO Tim Cook delivered a keynote address at a Brussels data-privacy conference in which he alleged that companies like Facebook are "built on misleading users, on data exploitation, on choices that are no choices at all," and that business models like Facebook's bear a cost of "polarization, of lost trust and, yes, of violence. Certain windows will only have partial reporting. In these cases, annotations within the platform will signal these models have been used.
There is also an impact to offsite conversion events that are imported. Delivery vs. In this framework, advertisers will be limited to 8 conversion events tracked per domain. This could be 8 pixel-based events, or 8 custom conversions. No changes need to be made for this change, as it will happen automatically.
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The 8 conversion events will be ranked based on priority when it comes to reporting. What does that mean, exactly? The domain owner will be able to configure which 8 are tracked in Events Manager. If and when an advertiser changes one of the events, there will be a 3-day hold until they can run campaigns against the new event. Facebook pixels used to be created and assigned to ad accounts, but they will now be tied to a verified domain.
Facebook Tests Pop-Up for iPhone Users Before Ad Tracking Update
The good news is that if users opt to send their data when using Facebook apps, nothing changes related to data sent for mobile web — their data is sent as normal using mobile web tracking. The problem comes for those who opt out of sending their data. Data will be restricted, aggregated, and delayed in this case as well. Possibly the most notable direct impact will be related to attribution.
The delayed, restricted, and incomplete data forces Facebook to update their rules on attribution.
A conversion will now be reported based on seven-day click only. So, the impulse may be to assume that advertisers with a heavy Android audience may not see any impact to these changes. This is mostly due to the global changes that Facebook is applying.
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Attribution will change globally. An 8-event limit for optimization will be applied globally. These two things alone could make a big impact.
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This is just scratching the surface, of course, but I hope this post helps summarize succinctly the ways this update will impact you. What the iOS 14 update is. Once users start seeing this prompt, how does it impact the data sent to Facebook?
Why this makes an impact on all advertisers, not just those with an iOS audience. The immediate assumption is that this is an isolated issue. Facebook is making global changes to prepare for a future where Android and all web browsers take a similar path to Apple.
What you need to know
Aggregated Event Management. If users opt out of sending their data, AEM comes into play. What is it? How does it work? How does it impact you as an advertiser? You will now be required to choose and prioritize eight events that can be used for optimization per domain. If you share a domain, this is going to be a problem.