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iOS 14 Updates - Facebook Campaigns

The anticipated iOS updates are finally here, and here's what you need to know.

Apple has announced changes with iOS 14 that will affect how we receive and process conversion events from tools such as the Facebook pixel. Businesses that advertise mobile apps, as well as those that optimise, target and report on web conversion events from any of our business tools will be affected.

Actions are needed to be taken on your Facebook Business account to ensure that your campaigns are optimised for reporting when sending traffic to your website for conversion, or using pixels on your website for remarketing campaigns. These include:

  • Verify your website domains
  • Aggregate and rank your order of priority of your pixels

The biggest change with the iOS 14 updates are remarketing campaigns due to the tracking restrictions posed by the updates. When using tracking on your website for remarketing, as a guide you would say an audience size of at least 1000 was enough to run an effective campaign. Due to the introduction of the iOS 14 updates, it's now recommended that an audience size between 1500 - 2000 within the last 30 days is needed for an effective campaign.

Of course, these numbers of just guidelines, so A/B testing is important when it comes to your remarketing campaigns as well as the introduction of other engagement retargeting campaigns such as lead form remarketing or post engagement remarketing.

You can see Facebook's guide to the iOS 14 updates here.

James Robbins

James Robins

Head of Marketing



PHONE: 0161 359 4264