Facebook Ads Newsletter #3 - 31 Jan 2021

A free newsletter that demystifies the hidden models, incentives and consequences of the most significant events across the Facebook ads industry

Facebook Ads Newsletter 31 Jan 2021

In my last newsletter, I talked a lot about societal and political changes that are affecting Facebook marketing. But technological changes can be just as impactful, and we need to be ready to adapt as these happen.

This time it’s another company, Apple, that’s altering the landscape. This isn’t the first instance where Facebook and Apple have butted heads, and it likely won’t be the last.

As always, when it comes to online marketing you need to be flexible and always prepare to alter your strategies as things evolve.

In this week’s newsletter, I’ll be discussing the impact of the iOS 14 update will have on your ad campaigns, Facebook’s recommendations regarding this, and the delayed Whatsapp update.

How the iOS 14 Update will Impact Your Ads

Apple’s new update requires all apps on its app store to ask for permission to use IDFA identifiers for ad targeting. Users will now be able to opt-out of certain kinds of tracking, which will have a big impact on how Facebook processes conversions.

Businesses that will be affected are those that promote mobile apps, as well as anyone who optimizes, targets, and reports on conversions from Facebook’s business tools.

Here are some of the ways campaigns will be impacted:

  • You’ll be limited in your ability to track installs of your app on iOS 14 devices.

  • Data pertaining to iOS 14 devices may be delayed.

  • In some instances, Facebook may estimate results pertaining to iOS 14 devices based on statistical modelling.

  • The 28-day click-through, 28-day view-through, and 7-day view-through attribution windows will no longer be supported.

The company itself is cautioning investors that this could greatly limit their advertising targeting abilities and hurt their advertising business overall.

So what does this mean for those that want to grow their business through Facebook? It’s simply another reason to partner with an expert to ensure you’re getting the most out of the platform.

As someone who makes their living advertising on Facebook, this sort of thing is nothing new. My team and I have been dealing with these types of changes in our entire career. Part of why we’ve been so successful is that we’ve been able to consistently overcome these obstacles and develop new strategies to help our clients.

Simply put, we spend all our time analyzing Facebook advertising so you don’t have to.

If you don’t want to stress about these and other changes to the platform, then find an expert you trust. If you’re working with the right people then you should continue to see great results.

Facebook’s Recommendations for the iOS 14 Update

It’s safe to say Facebook isn’t thrilled with Apple’s recent move. But with so many people using Apple devices, their hands are tied.

To help advertisers through this, the company will be launching a resource center within the Ads Manager that includes a checklist for the update. This will guide you through all the actions you need to take to optimize your ads.

Facebook has also introduced Aggregated Event Measurement, which supports the measurement of web events from iOS 14 and is designed to allow you to track your campaign performance in a way that doesn’t violate the users’ privacy.

In addition to these updates, here are some recommendations Facebook is giving advertisers:

  • For those that want to track conversion events on an app, update to Facebook’s SDK for iOS 14 version 8.1. This will allow you to personalize the ads you deliver to iOS 14 users and continue to track conversions on your app.

  • For those that want to track conversions on their website, verify your domain with Facebook. This is especially important for websites that utilize pixels, as it will be required to configure pixel conversion events once Aggregated Event Measurement is released.

  • If you’re planning on tracking conversions on your website you’ll also need to configure 8 preferred web conversion events per domain, as Aggregated Event Measurement will limit domains to 8 conversion events.

  • You’ll still be able to use your existing ad accounts to deliver ads to iOS 14 users, but you’ll need to create separate iOS 14 app install campaigns due to the new reporting limitations.

If you have questions about the recommendations above, or anything to do with the iOS 14 update, feel free to reach out to me. The 0-Penny team is standing by and always ready to help.

Whatsapp Update Delayed

There have been a lot of rumours and misinformation being spread around the upcoming Whatsapp update, so the company has released a statement to clear things up.

As you may have heard, or noticed yourself, Whatsapp released some new terms of service. Following this, some people claimed that the new policies gave the company the right to read messages and give that information to Facebook.

According to Whatsapp, this is simply not true. Here’s an excerpt from their statement:

“We will always protect your personal conversations with end-to-end encryption so that neither WhatsApp nor Facebook can see these private messages. It’s why we don’t keep logs of who everyone’s messaging or calling. We also can’t see your shared location and we don’t share your contacts with Facebook.

With these updates, none of that is changing.”

According to them, the update simply includes new options to allow people to message businesses on Whatsapp and will provide further transparency about how they collect data.

Unfortunately, the damage is already done. After posts about the new policies went viral millions of users left the service.

As a result, Whatsapp is delaying the update. Users now have until May 15th to accept the new terms. In the meantime, the company will be doing damage control and working to clear up any miscommunication.

So, that’s the news for this week. I’ll be keeping my eyes out for any other updates around Facebook ads and will report back next week with what I find.

Have a great week!