iOS 14 and Facebook Advertising: A Look Back

This article looks back at iOS 14 and Facebook advertising in 2021. Apple’s privacy changes raised practical questions about audience targeting, conversion measurement and the role of a business website. The discussion below is historical; advertising tools and platform requirements should be checked against current documentation before use.

Apple introduced App Tracking Transparency requirements with iOS 14.5 in April 2021. Apps must request permission before tracking users across other companies’ apps and websites or accessing the device’s advertising identifier. This is broader than a location-data setting, and it should not be confused with changes to the size or position of content on a mobile screen. For advertisers, the important question was how reduced access to cross-company tracking data could affect audience creation and measurement. A person declining tracking does not mean they stop using Facebook, stop seeing advertising or become impossible to reach through every channel. It does mean businesses need to respect that choice and avoid treating reports from different systems as a complete, directly comparable record of every customer interaction.

Facebook has been able to dominate the social media sphere and marketers have enjoyed hyper-targeting their audiences. But with new privacy regulations looming, tech companies may find themselves unable to access data on users which could be bad news for both Facebook and smaller businesses who rely heavily on it as a platform.

Changes to advertising technology can leave small business owners unsure about what comes next. An earlier version of this article incorrectly stated that Google AdSense would end in 2022; Google continues to provide AdSense guidance. AdSense, browser cookie policies and Apple’s app-tracking rules are separate subjects. When planning a campaign, identify the product and policy that actually affect your business, check the relevant documentation, and consider how you will reach customers while respecting their privacy preferences.

App Tracking Transparency gives users a choice about the cross-company tracking covered by Apple’s rules. Businesses therefore need to distinguish the information available within their own customer relationships from data obtained through other companies’ apps and websites. The effect on reporting depends on the particular measurement setup.

App Tracking Transparency is an app permission framework, not a single rule governing every browser’s cookie behaviour. Safari, Chrome and Firefox have their own controls and policies. A business reviewing analytics should check the settings relevant to its visitors and tools, rather than assuming that an iOS update determines how all desktop and mobile browsers handle tracking.

Restrictions on cross-company app tracking were a significant change for Facebook advertisers. For years, marketers have been relying on data points such as age and gender in order to send personalised ads for their products or services straight into people’s feeds like never before; but with these platform privacy changes, these strategies may need revisiting in order to work around this new limitation

The impact will be far-reaching: it’s not just about social media where we’ll see changes. Apple’s platform policy means increased restrictions when it comes to how companies use consumer data – something which has become an essential tool for targeting specific audiences using demographic info such as job titles and interests – so they can reach them more effectively through targeted advertising campaigns.

Re-marketing has been an important tool in Facebook’s marketing kit, but this might change once they take action to reduce the size of their remarketing lists. As people opt out of tracking and more users are removed from these prized databases altogether, it will become less efficient for marketers looking to target specific demographics.

Your audience may still use Facebook, but reaching the right people requires more than access to targeting options. Campaign objectives, useful creative and a relevant landing page all deserve attention. Before launching advertising on any channel, define the audience and the action you want them to take, then decide how you will evaluate enquiries or sales within the limits of your reporting.

Facebook has some in-depth guidance for developers and marketers. For advertisers, there are a few things to keep your eye on:

Facebook’s advertising platform offers options for businesses seeking to reach a relevant audience, although its suitability depends on the campaign. With such an extensive variety of targeting options available within Ad Manager, you can target users by demographics (age range), locations they’ve visited or live in, interests they like/followed pages related to – all this while maintaining complete control over what type of ad experience you’re providing them!

For conversion measurement, start with the actions that matter to your business, such as an enquiry or a completed purchase. The original article referred to an eight-event configuration from the period; it should not be used as a current setup instruction. Follow the platform’s latest guidance, check consent requirements, and avoid adding duplicate tracking tags without a clear purpose.

Conversion reports should not be interpreted as permission to track a person who has declined tracking. Apple’s App Tracking Transparency requirements still apply where an app tracks users across other companies’ apps and websites. The earlier wording here incorrectly suggested that cross-domain advertising could provide a workaround. Instead, review which events your measurement tools record, how consent choices affect those records, and where reporting gaps may remain. Compare campaign reports with enquiries and sales using appropriate permissions, rather than assuming every interaction can be attributed to an individual. Check the current documentation for each platform before changing a tracking setup.

These changes are enough to scare away the most seasoned Facebook marketer. Changes in privacy policies and browser approaches to third-party cookies can affect marketers’ ability to access valuable information about their customers, but it won’t stop them for long.

One of the most important aspects of marketing is delivering a great customer experience. This endeavour will get more difficult over time as it becomes harder and harder for brands to reach their customers, but they should instead focus on understanding what drives those specific individuals that make up their audience and continue providing them with everything promised in order to keep them loyal.

Privacy enhancements are being made for a while, and it is our job as marketers to proactively respond. I’ve been staying on top of developments so that we can help you understand or take steps if the changes in iOS 14 affect your business negatively then let me know and we’ll be happy to discuss what needs changing with you.

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