For those of us who interact with Facebook Ads, we know that backend systems can get complicated. And Facebook has thrown us what looks like a curveball this the recent IOS updates. I say “looks like” because although IOS 14 update changes FB ads’ landscape, don’t fear it’s not hurting them too much!
What are the main changes I have noticed?
Before the changes, we could track client purchases and engagements for up to 28 days on FB and IG once a customer had interacted with one of our ads. The tracking time frame has changed. IOS 14 can only follow customers for seven days after clicking/engaging in ads. The time change means data from what people are doing on FB and IG have changed but can still be tracked!
Google Analytics can be used more often as your saving grace tractor. If you add UTM parameters to your ad links, Google analytics will track where the traffic is coming from – and if it’s coming from a particular ad – for longer than what FB can track, you’ll see it on google analytics. This way, you’ll gain even more data on the backend!
Retargeting and warm ads are getting more complex. Without proper targeting, it has been clear your audience reach does not reflect the traffic compared to pre-IOS updates. Here at DMS, we still see good traction with campaigns, as we have always done detailed targeting compared to warm and retargeting campaigns.
I speak on this to remind you that although retargeting and warm ads have been affected, you will still see success if you understand detailed targeting until more knowledge and options are given for better retargeting and warm audience success!
I have noticed a decrease in traffic (or tracked traffic). Traffic decreases do not necessarily mean your ads are going to perform worse than before! But remember, as discussed under tracking, Facebook can now only track seven days and can’t track activity from people who have “opted out” due to the IOS change. This does not mean they aren’t seeing or engaging in ads, just that they are invisible to FB tracking.
The only other change I have noticed is that you now have to add an extra FB ads code to your domain name. Adding may seem like a hassle, but it helps you have complete control over all your assets online!
Other than the changes I have spoken upon above, everything set up wise is still the same!
If the changes seem overwhelming or, frankly, scary, reach out! I would love the opportunity to make your ad experience easy and fluent.
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