How to use Facebook Pixel to reach devices on iOS 14

Facebook Pixel to Reach Devices on iOS 14

Apple has announced changes with iOS 14 that impact how we receive and process conversion events from tools like the Facebook pixel. Once these changes take effect, we will request permission through Apple’s AppTrackingTransparency framework to track conversion events occurring on iOS 14 devices. We’re providing guidance on how to prepare for the changes which are expected to be introduced with an update to iOS 14 in early 2021.

As more people opt out of tracking on iOS 14 devices, you may see a significant decrease in the number of reported conversions and some of your ads may be paused or could stop delivering to certain devices. Learn more about how Apple’s iOS 14 may affect your ads.

If you optimize, target or report on mobile and desktop web events from Facebook pixel or any of our other business tools, you can take steps to prepare your event setup and management for these changes.

Plan to operate with 8 conversion events per domain. You’ll be restricted to configuring up to 8 unique conversion events per website domain, and ad sets optimizing for a conversion event that’s no longer available will be paused when Facebook implements Apple’s AppTrackingTransparency framework. Businesses that use more than 8 conversion events per domain for optimization or reporting should create an action plan for how to operate with 8 events maximum.

Initial configuration and how to change it

Facebook will initially configure the conversion events we believe are the most relevant to your business based on your activity. All other events will be made inactive for campaign optimization and reporting. You can edit your conversion event selection in Facebook Events Manager when Facebook implements Apple’s AppTrackingTransparency framework. We recommend that you identify the 8 conversion events most important to critical business outcomes and assess if changes need to be made to your campaign or measurement strategy. You may need to consider if you’ll be required to optimize for upper funnel objectives like landing page views and link clicks. When you create your ad set you’ll choose only one of the 8 designated conversion events to optimize for.

Complete domain verification

We recommend that you verify your website domain. All businesses should verify their domain as a best practice. However, it’s important to prioritize verifying your domains if your domains have multiple businesses or personal ad accounts that own pixels.

Please note that domain verification is not a new process and businesses can complete it from their Business Manager. The key difference is that domain verification needs to be done at the effective top level domain plus one (eTLD+1), but the process is otherwise the same. Learn more about domain verification.

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    Author: Graham Paffett

    A seasoned luxury goods & services digital marketer with over 20 years Exp. A specialist in developing "disruptive" digital campaigns and strategies for FMCG brands both within the UK and International. • Paid Social (inc. Facebook/Instagram, TikTok, LinkedIn & Pinterest) • SEO (Search Engine Optimisation) • PPC (Pay Per Click) • CRO (Conversion Rate Optimisation) • ASO (App Store Optimisation) • Direct To Consumer & B2B Digital Strategy Specialist • Social Media Marketer