iOS14 will bring big changes for advertising across Facebook-owned channels (Facebook, Instagram, WhatsApp, Facebook Audience Network, etc.), particularly related to how the Facebook Pixel tracks media performance. What should brands be doing now to prepare?

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MMI POV: THE UPCOMING IOS14 UPDATE’S EFFECT ON
FACEBOOK ADVERTISING
iOS14 will bring big changes for advertising across Facebook-owned
channels (Facebook, Instagram, WhatsApp, Facebook Audience
Network, etc.). What should brands be doing now to prepare?
OVERVIEW
As part of its forthcoming iOS14 update (launch date yet to be announced, but full rollout
anticipated for early 2021), Apple will be adding three new policies for data privacy that are
targeted to inform users how their data is being utilized. Those policies are:
1. Data Nutrition Label – All apps must submit information about what data is being
captured by the app.
2. Tracking Transparency Prompt – All apps must ask users for permission to track them on
other apps and websites via a prompt to opt in.
3. Tracking via App/Browser APIs – All platforms will need to use a new framework for
tracking.
These three policies are intended to create transparency for users about the data collected on
them by apps in the Apple App Store. Apple will still allow conversion, but the data will be limited.
Apple has created its Private Click Measurement (PCM) Network to allow for tracking attribution,
but it is created to delay and randomize ad performance. If a user converts on an ad, the
conversion is tracked on a 24- to 48-hour delay with the intent to protect the user’s privacy.
Why does it matter?
This change will directly impact those advertising on any of Facebook’s owned channels
(including Facebook itself, but also Instagram, WhatsApp, Facebook Audience Network, etc.).
For this POV, we will refer to the changes from parent company “Facebook,” but note that these
changes affect advertising on all properties across the company’s networks.

2. While Facebook disagrees with Apple’s approach, Facebook and Instagram will be adhering to
the new policies – including using Apple’s prompt to ask users to opt in to tracking. Facebook
will continue to collect device identifiers (IDFA) from those iOS14 users who opt in to tracking.
For those who opt out, Facebook will limit data use – conversion events will be restricted,
aggregated and delayed.
This change directly affects the way Facebook’s pixel tracking operates, limiting the data
Facebook is able to report back. The way advertisers and brands track Facebook advertising ROI
will change dramatically once this update is rolled out.
Facebook is planning for changes to comply with the update that will directly affect Facebook
advertisers.
• Advertisers will be limited to eight pixel events within their Facebook pixel tracking.
• Pixel event configuration will require ranking of events for priority. Upon opt-out,
Facebook will only receive information on one event completed post-click.
• There will be a three-day waiting period between selecting a new event or changing the
configuration and running campaigns optimizing to new events.
• Attribution may be modeled and/or partial.
• Conversion window changes are coming:
o Facebook will remove the options for 28-day click-through, 28-day view-through,
and 7-day view-through attribution windows.
o One-day click attribution will display modeled data vs. actuals, and seven-day
click and one-day view-through windows will be partial data.
• Conversion event breakdowns will be removed.
• There will be a reduction in website-created custom audiences.
• Websites can only run one Facebook pixel per domain (which may affect brands with
multiple agencies running campaigns or global brands who use a single domain for

3. multiple global sites or multiple languages).
MMI POV AND RECOMMENDATION
Expect a performance drop from Facebook advertising.
This is a big change for advertising on Facebook, and the results of this change are still greatly
unknown. While Facebook will continue to work to provide value to advertisers to maintain its
share of advertising dollars, advertisers should expect to see performance drop off. Delayed
results will bring a heavy impact into performance and reporting.
Continue to test and learn with new platforms and tactics.
We believe that the ramifications of this update will have a vast impact on tracking within
Facebook and further enhances the need for marketers to be agile with their mediums.
Continuing to test and find new ways and platforms to bring consumers into your business is
more crucial than ever.
Work with your agency partners to prioritize your goals.
The biggest impact will be seen on conversion campaigns and those brands that are optimizing
toward a multitude of different goals. These goals will need to be prioritized going forward, so
please work with your media agency partners to properly rank the available conversion events.
Consider testing with the Amazon Attribution Pixel.
While these are changes are going to greatly affect conversion campaigns, utilization of tools,
such as the Amazon Attribution Pixel, will not feel the ramifications of these changes because the
attribution occurs within Amazon vs. the Facebook pixel. We highly recommend looking at and/or
testing use of the Amazon Attribution Pixel to extend your media campaigns on Facebook, if your
products are available for purchase through Amazon.

4. RECOMMENDED NEXT STEPS
For brands to prepare for this update, MMI recommends the following steps:
1. Verify your domain within Facebook Business Manager.
2. Define a maximum of eight Facebook pixel events and rank the prioritization of each
event.
3. Work with your agency partners to anticipate how these changes will directly affect your
brand’s media performance and plan for optimization strategies that may require
changes and testing.
4. Continue to test new platforms and tactics to drive conversion.
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