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How to prepare your Facebook campaigns for the iOS14 update

Facebook is preparing for the arrival of the privacy update that Apple’s iOS 14 will have because this adjustment will eventually affect its advertising platform and therefore the campaigns and advertisements launched by advertisers from its platform. In particular, as shared by the social network itself, the adjustment will affect how the platform receives and processes conversion events from tools such as the Facebook pixel, which will affect companies that post advertisements for smartphone applications and those they perform. optimization, segmentation and reporting processes linked to conversion events on the website using business tools from the social network. In view of the above, for brands and marketing teams it is important to prepare for changes in Facebook campaigns and so we will see what they can do.

According to various sources specialized on the subject, here are some key points to consider when preparing Facebook campaigns for the arrival of the changes that iOS 14 will have:

Verify your domains with Facebook

As a starting point, many scholars agree that domains should be verified with Facebook.

Coming back to what AdEspresso specifically shares, when domains are verified with Facebook, it means that a signature has been officially set up on the platform.

To accomplish this task, there are several ways. For example, you can add a DNS TXT entry to your DNS record and confirm that you own a particular domain. To do this, you can also download the HTML file provided by Facebook to the web directory.

Update automatic rules

According to Easy Auto Tagging, once the iOS 14 privacy update kicks in, all automated rules will default to the 7-day attribution model.

In this regard, it is recommended that the automated rules be updated so that the necessary adjustments can be made for when the update takes effect.

As they say, reporting on ads using historical data and leveraging attribution comparison windows is one of the best ways to tune automated rules.

Identify new campaign strategies and best practices

From the Search Influence firm, one of the most interesting recommendations they have is to think of new strategies and practices, for example, to test new optimization events.

By limiting themselves to just 8 events recommended by different sources, businesses may be forced to determine new best practices on how to optimize campaigns. If you have previously optimized your campaigns with custom conversions for the bottom of the funnel, you may need to try extending the optimization events to something less granular or to actions at the top of the funnel for cover more touch points on the website.

Find alternatives to cookie tracking

Finally, if you are a marketing partner, you can always make refocusing easier by using any number of user-specific IDs to target individuals, such as email address, phone numbers, etc. .

Additionally, to increase the volume of persistent identifiers, you can motivate your site visitors to sign in through authentication experiences or by offering incentives for those consumers to sign in.

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