Apple will begin to require apps in the App Store to show a prompt before opening the app that allows users to opt-in or out of tracking. To respond, Facebook has updated its platform to accommodate these changes.
Apple's new iOS 14 changes have begun to roll out in 2021, affecting how all advertisers receive and process conversion events from their Facebook pixels. Specifically, Apple will begin to require that apps in the App Store engage in what Apple defines as "tracking" by showing a prompt to iOS 14 users that allows them to opt-in or out of tracking. This new policy is in accordance with its AppTrackingTransparency framework.
Photo from The Verge
Over the past couple of years, Advertisers have collected data through the means of the Facebook pixel. Up until this point, there had not been restrictions on the Facebook Pixel. However, that will all change with Apple’s new policy prohibiting certain data collection and sharing unless people opt into tracking on iOS 14 devices via the prompt. As more people opt-out of tracking on iOS 14 devices, ad personalization and performance reporting will be limited for both app and web conversion events.
In response to these changes, Facebook has created something called an Aggregated Event Measurement in its platform to allow for the measurement of web events from iOS 14 devices. Aggregated Event Measurement will limit each web domain to 8 conversion events that can be used for campaign optimization. Read here to learn more about Aggregated Event Measurement.
What that means for you as our partner is that if you currently have our Facebook pixel implemented on your site for us to track your ad performance, we will need you to take some actions for us to continue tracking your ads on Facebook.