Things are changing with Facebook Ads

If you’re using Facebook Ads or thinking about using them, you’re going to notice a few changes over the next few months. Most of these are linked to the way Facebook currently collects data and how this will be affected by the launch of Apple’s iOS14 operating systems.

To minimise the impact, there are a couple of things that you should do in your Facebook Business Manager and Facebook Ad Account now.


What is iOS14? Apple will be launching their iOS14 operating system in early 2021. It’ll be on all new iPhones and iPads. Most existing iPhones and iPads will be offered the upgrade too.

Why does it matter? On a device with iOS14, you’ll get a message when you first sign into an app. It’ll ask you whether or not you are happy for the app to track you as you use the internet. And it gives you the option to opt out if you don’t want this to happen.

Facebook collects a lot of its data by tracking users as they interact with apps and websites. If users choose to opt-out they’ll no longer be able to do this.

How much difference will it make? The honest answer is no one knows yet. Because we don’t know how popular opting out will be.

When people opt out of tracking, they won’t see any less Ads. But the Ads they do see are likely to be less relevant to them, because Facebook can no longer use their online behaviour to work out their interests.

What impact will it have on Facebook Ads?  Audiences that are based on Pixel interactions and tracking will become smaller, because anyone who has opted out will no longer be included in them.

You’ll no longer be able to retarget people who have opted out.

Facebook will be able to give you less information about how users interacted with your website.

Sales reporting will become slower. And the maximum attribution window will be reduced from 28 to 7 days. This is the time between someone clicking on an Ad and purchasing the item. If they complete the purchase in the time window, the sales value is reported in the Ad sales in Facebook Ads Manager.


What you need to do

  1. Verify you Domain: You can find details of how to do this by going to Business Settings > Brand Safety > Domains. Start the process by clicking the Blue button and typing your domain. You’ll then see three options for verifying. Unless you’re very tech savvy, I recommend giving your web developer the details, so they can select and implement the best option for you.
  1. Install your Pixel and activate CAPI Tracking: If you don’t already have this in place, this is something that your developer will be able to do for you. The details they’ll need can be found in Business Settings > Data Sources > Pixels.
  1. Activate Automatic Advanced Matching: It’s easy to do this yourself. Go to Business Settings > Events Manager > Settings and toggle Automatic Advance Matching on. Then click Show Options and make sure all the options are toggled on.

4. Set up Aggregated Event Measurement: Again, this is something you can easily do yourself. Go to Events Manager. Click on the Aggregated Event Measurement tab, then click Configure Web Events. Click you domain name to access Manage Events. Add your events from highest to lowest priority.

There’s no need to panic. Facebook Ads will continue to be a powerful way to advertise your business!


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