As most of you know, the latest version of Apple’s mobile operating system - iOs 14.5 - is launching today, and with it comes a new privacy feature called App Tracking Transparency. With this release, Facebook has announced a number of changes in their business and advertising tools, campaign set up, targeting, measurement and reporting.

A number of these changes will directly impact advertisers, so we wanted to give you a detailed overview of what to expect and how you can best prepare. The following is a summary of the most important changes, but is not inclusive of everything Facebook announced.

  1. The 28-day click-through, 28-day view-through and 7-day view-through attribution windows will not be supported for active campaigns. The 7-day click and 1-day view attribution setting will replace the current default. However, expired/old campaigns will still report using the legacy account-level attribution window, and historical data for the attribution windows that are no longer supported will continue to remain accessible via the Ads Insights API.

  2. The attribution window for all new or active ad campaigns will be set at the ad set level, rather than at the account level.

  3. There will be a maximum of eight conversion events per website domain. This will especially impact concert promoters who use custom conversions for event tracking. In preparation for this change, make sure you verify your domain(s) on Facebook under Business Settings if you haven't already. The eight event limit will apply both to standard pixel events (Purchase, Add to Cart, Page View etc.) as well as Custom Conversions. This means that particularly for agency style accounts or promoters with multiple events and/or products on sale on the same domain, business decisions will need to be made regarding which events matter most to your business and therefore need to be tracked. Once eight events are selected, you will need to rank them by priority in Facebook Events Manager.

  4. Web conversion events will be reported based on the time the conversions occur and not the time of the associated ad impressions, as was previously the case. If a user completes multiple events on your website (e.g. Add to Cart and Purchase) only the highest priority event will be reported. If you have adsets optimizations that are not a part of your eight tracked events, those adsets will be paused. If you need to change the priority ranking of your tracked events, Facebook warns to expect a three day delay before the changes take effect.

  5. For both app and web conversions, delivery and action breakdowns, such as age, gender, region and placement will not be supported.

  6. Value Optimization (VO) will need to be enabled in Events Manager and value sets configured. To learn more about VO and its eligibility requirements, click here.

As per Facebook's latest communication, roll out of Aggregated Event Measurement will begin today, and extend over a two-week period. Here are other changes to prepare for:

  • Resource Center: A new tab in Ads Manager with a customized checklist of tasks to guide advertisers through actions they can take to help ensure their advertising is set up optimally and prepare for the upcoming impact of iOS 14 requirements.

  • Attribution Window Setting: New attribution settings will be accessible during campaign creation at the ad set level. For active and new ad sets, the setting will default to 7-day click and 1-day view, which may result in a decrease in the number of reported conversions. Today, you and your clients can prepare for attribution window changes by using the Comparing Windows feature in Ads Manager to see performance across all existing windows.

  • Event Set-up Flows: For web events, advertisers will be able to view, edit, and prioritize the 8 conversion events allowed for a given domain.

  • Facebook Login Update: Facebook Login will now have a Limited Login mode that implements safeguards that allow advertisers to choose whether Facebook can use the fact that a person used Facebook to log into an advertiser’s iOS app to target advertising or measure advertising effectiveness. To implement this new version of Facebook Login, update your Facebook iOS SDK or Facebook SDK for Unity to version 9.0+ when released.

Here at Tradable Bits, we have been working to adjust our tools and processes to these new rollouts and will post individual release updates as we deploy these changes.

If you have any questions or concerns, don't hesitate to reach out to your Partner Specialist.

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