Apple Privacy rollout & Facebook
The Apple Privacy rollout has arrived.
This is from our Facebook Rep and my team.
Please see below what we can expect and ways in which to manage any disruptions ☺️
Apple’s iOS 14.5 prompt enforcement will start today 26th US time and tomorrow 27th our Asia-Pacific. I just received some updates from my team, and wanted to give you a quick update, and some action items to take to minimize the impact of these changes and are working on alternatives. I have put some TLDRs below for a quick read, attached an one-sheeter for you to share with your broader team.
What to expect when Facebook begins rollout of our new advertiser experiences and measurement protocols (SKAN and AEM)
Expect immediate changes to App Campaigns
App advertisers that do not support Apple’s SKAdNetwork API through their business tool integration (e.g. Facebook SDK) will be unable to create Mobile App Install campaigns targeting users on iOS 14.5+ devices, and existing campaigns will stop delivering to iOS 14.5+ devices.
All SKAdNetwork API campaign pauses and conversion schema configuration changes will trigger a 72 hour reset period for all active iOS 14 App Event Optimization (AEO) and Value Optimization (VO) campaigns to help minimize the risk of incorrect attribution.
Expect immediate changes to Reporting (app and web) The following reporting changes will go into effect on the day
Apple enforces its prompt:
1-day click-through opt-out data will be modeled.
7-day click-through and 1-day view-through attribution settings will no longer include iOS 14.5 opted-out events.
Action and demographic breakdowns will be deprecated for offsite events.
Attribution setting default will change to 7-day click-through for newly created ad sets and web event campaigns.
28-day click-through, 7-day view-through, 28-day view-through attribution settings will be fully deprecated along with the Comparing Windows feature.
Attribution methodology will shift from Impression Time to Conversion Time.
iOS 14.5+ mobile app install campaigns will use SKAN for attribution.
Expect gradual rollout to campaigns using web events
We expect that Aggregated Events Measurement (AEM) will have a 2-week rollout period, though this period may be extended based on issues we encounter. This means not all advertisers will have campaign restrictions, including limits on events that are available for optimization, on the day of enforcement.
What to expect in the following weeks
Expect performance fluctuations As we see adoption of iOS 14.5 continue to increase, we may see greater impact to delivery and reporting, resulting in performance fluctuations and increased CPAs.
100% AEM rollout to campaigns using web events Unless we need to extend the roll out period to address implementation issues we may encounter, we expect 100% of advertisers will see the new AEM experience by day 14 (post rollout).
All advertisers are subject to the 8 event per domain limit for optimization in campaign creation.
Ad sets will be paused if they are optimizing for an event that is not configured for AEM.
Ads that have not selected a domain for tracking will also be paused.
Modification to some web event configurations, including reprioritization, will automatically pause ad sets that are impacted by the event change (the changed event and all lower priority events) for 72 hours in order to help minimize the risk of incorrect attribution.
Audience sizes may decrease As more people upgrade to iOS 14.5, opted-out users will automatically be excluded from certain targetable audience, which may result in decrease of audience sizes.
Considerations for the future
Implement a data-handling strategy that gives people choices and honors those choices
First-party data is becoming even more valuable, and those who understand the lifetime value of their customers and what actions drive the most value will have an advantage. Prioritize relevant and robust information for personalized advertising, such as data that improves event match quality, i.e., email addresses and phone numbers. When implementing a data handling strategy, consider collecting only what is needed to enable the best personalized experiences. And when storing data, be judicious about how long it’s kept.
With the shift to aggregated data we expect to see less precision in who can be targeted or excluded from campaigns. Lines between prospecting and remarketing campaigns will be blurred, and there may be better ways to segment the customer journey in this new environment.
Delayed attribution will require a more patient approach to optimizing campaigns. Those who rely on micro adjustments and pulling levers many times per day may be at a disadvantage.
As we learn to work with less data, there will be an opportunity to drive personalization in other ways, such as rapid creative production to test and to learn more quickly and partnering with creators to reach new audiences in a way that is relevant to them and their interests.
Consider additional measurement techniques
As we prepare for a more privacy-conscious future, we will need to anticipate that some measurement approaches will be more affected than others, and that this may change over time. Considerations include adding privacy-conscious techniques to measurement strategy, such as those that rely on aggregated data, like marketing mix models (MMM), or data that your customers share directly such as brand lift surveys.