How iOS 14's New Privacy Settings Impacts Facebook Ads

The Bottom Line

You are going to lose the ability to track people clicking your ads on Apple devices, affecting around 30% of traffic.

All iOS apps must now prompt users to opt in to data collection
Reporting of Facebook events can be delayed for up to three days
Events can only be tracked in a single session
No more view-through attribution
No cross device tracking
No cross app/browser tracking
Cannot break down conversions by demographic (age, gender, region)
Conversion/Event reports only available at the campaign level. For ad set/ ad level, data will be attributed using a statistical model
LTV will not be available

Event data will be restricted to a maximum of nine campaigns and five ad sets per campaign for every Facebook Ads account
Eight-pixel event cap per domain for optimization
Attribution window will become 7-day post click

Less conversions than before, which will make metrics like CPA and Conversion Rate perform worse than before

Audience size of website remarketing and customer list will decrease

Performance of automated campaigns will be affected as less data can be used

Performance of dynamic ads will be affected as less data can be used

Performance of lookalike audiences will be affected as less data can be used

Less conversions if you have a attribution model that is longer than 7-days click

Less conversions if you count view-through conversion

If you're interested in having us manage your Facebook ads, learn more about our Facebook ads management service.