Home » How Apple iOS 14 Update affects your Ads
How Apple iOS 14 Update affects your Ads

Feb 8, 2021 | e-commerce

It’s official: Apple’s update with iOS 14 has been rolled out since January 19, 2021. From now on, App developers will have to ask iOS 14 users for permission to track them in the future. These new guidelines affect targeting, optimization, and measurement, as well as app and mobile campaigns. Now let’s take a closer look at how this works. What is the impact of the iOS 14 update? Who does it concern? What to do? We have summarized the most important points.

New App Guideline

In June 2020, Apple announced three new app guidelines that have recently started to take full effect:

Data Nutrition Label: All apps must transmit information about the possibilities for data collection of their app via Apple’s App Store Connect.

Command prompt: All apps that are downloaded in the AppStore must now ask the user via pop-up for permission to track them across third-party apps and websites

Tracking via app/browser: Facebook and other platforms have to use a new framework that restricts, aggregates, and delays event tracking

Mobile is affected by iOS14

This significantly affects product functionality across the ecosystem. Because Apple’s new guideline called Private Click Measurement (PCM) significantly restricts data that can be used jointly by companies and platforms, because app-to-web conversion measurement and cross-domain measurement are no longer supported. If an iOS14 user declines Apple’s tracking prompt in the pop-up, Facebook limits data usage. In other words: Facebook restricts data usage. Fewer conversions are reported.

What does that mean for your Facebook campaigns specifically?

When data becomes constrained, aggregated, and delayed, you have to adapt to product changes and develop new best practices. But optimization and alignment will also deteriorate, and prospecting campaigns will be less effective because the algorithm has fewer opportunities to optimize.

Besides, the standard attribution window is shortened to 7 days click and 1 day view (previously 28 days click and 1 day view), which means that significantly fewer conversions appear in the reporting. The retargeting measures could also be less effective, because of course the update also reduces target groups such as the website Custom Audience, i.e. website visitors of the last few days.

‍What should you do now?

  1. verificate your Domain

    As a first step, every advertiser should make sure that the domain is verified in Business Manager. The point is that it can be officially proven that the business manager belongs to your company. This is especially important for companies with pixels that are used by multiple business managers or personal ad accounts. The verification of the domain ensures that there will be no immediate or future interruptions in the configuration of conversion events.

Also, a verified domain helps when it comes to configuring conversion events and improving campaign performance as soon as Facebook’s aggregated measurement becomes active so that there is no interruption in the conversion events.

  1. Restriction to 8 events per domain

The campaign optimization for more than 8 events per domain is stopped. For websites with a global presence, the 8 event limit is based on their domain and not on a specific pixel ID. Depending on how you define your domain, these can be globally limited to 8 events. According to this, all advertisers should consider which events they prioritize and which are most important to them.

  1. After an opt out, only 1 event will be fired

    If a user rejects the data management of third parties – which the majority will do with high probability – Facebook only receives information on 1 event, which is completed after one click. To make this easier to understand:

Status today: unlimited events possible. Usually these are either Purchase event, Add To Cart Event or View content event.

According to iOS14:
If a user allows data collection, up to 8 events can be tracked. But if the user rejects this, only 1 event can be tracked, based on the prioritization of the events. Advertisers should therefore consider which is the most important event for them.

Is there a solution for you?

YES! If it is possible to integrate an API, this should now be prioritized. The Conversions API is used as a supplement to the Facebook Pixel to improve tracking. This parallel procedure is also wanted by Facebook: On the one hand, the Facebook Pixel communicates with Facebook, as well as the Conversions API, which runs on its server.

It should be noted here that the loss of pixel tracking continues to increase not only due to the iOS update but also due to the use of the AdBlocker. It is not uncommon for advertising accounts to be missing 10-20% of the previously reported orders!

If you use Shopify, the integration of the Facebook Conversions API is particularly easy. The shop system enables activation directly via the Facebook sales channel. Go to Shopify’s settings and set the data sharing level to “maximum” – that’s it!


We are in the middle of a massive shift in advertising. Every advertiser will notice changes. It gets more complicated to optimize and scale ads. It will be necessary to change workflows and, in some cases, establish new best practices and restructure campaigns.

If you face any problems with the IOS14 update and your advertisements, please feel free to contact us and/or book a free strategy call. We’re here to help.

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