It is still unclear how the changes brought about by Apple's iOS 14 will impact. Online businesses and their paid advertising campaigns on Facebook and Instagram. We know however that you must make some important settings in your brand's Business Manager, to be as prepared as possible when the changes really start to take effect. And they will have an effect, because Facebook has built its entire ad model and algorithm based on tracking people , not cookies. Before we go any further, I want to briefly explain what these changes are that iOS 14 will implement. All users of this operating system will receive a notification asking if they want to be monitored when they visit websites or apps owned by other companies.
The notification explains that the purpose of monitoring is to show you personalized ads. Even so it is expected that many users not to mention the majority. When asked if they want to be monitored answer no. The fact that a considerable number of users are not monitored will have some impacts on paid campaigns some Belize Phone Number conversions will not be counted see point 3 for explanation); this will affect the optimization for ad delivery; and finally, segmentation, ie some custom audiences will decrease. Using our brand as an example, results coming from iOS account for 32% of conversions (from landing page views, to cart additions, to purchases. Therefore, it is really important to prepare our Business Manager for this new reality.
Check the impact of iOS conversions on your campaigns by breaking down the results by device. You can also do this analysis in your Google Analytics filtering the results by operating system. Below I present some settings that you should make as soon as possible. So that your business is prepared to deal with the changes caused by the lack of monitoring of iOS 14 users. Index [ hide ] 1. Verify your online store domain 2. Create a traffic whitelist 3. Prioritize the 8 available events 4. Enable Advanced Matching 5. Put UTM parameters on all links 6. Create an email database 1. Verify your online store domain The first step to take is to verify the domain of your online store in Business Manager, that is, to assure Facebook that you are in fact the owner of that domain.