Paid Social
Kristan Rodriguez
As you may have already heard, Apple has announced changes to iOS 14 aimed at increasing user privacy.
These changes once implemented will have a significant impact on the ability to measure performance of Facebook Ad Campaigns. While this change will also affect Google campaigns, for the sake of this article we’ll focus on Facebook’s impact.
Here’s the skinny below on what you need to know.
In an update to iOS 14 slated for early this year, Apple will no longer allow advertisers to track the Identifier for Advertiser (IDFA) tag by default. Instead, users will have to opt-in to tracking on a case-by-case basis.
The IDFA tag is a critical piece of tracking that allows advertisers to collect mobile device data across apps and platforms. A majority of users are not expected to opt-in for tracking, and Apple currently has 40% of the U.S. smartphone market share. Roughly 92% of Facebook’s advertising revenue comes from mobile devices.
Facebook will only track 8 events.
Reporting will be less complete
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