Apple has announced changes with iOS 14 that will impact how Facebook receives and processes conversion events from tools like the Facebook pixel.
Apple will begin to require that apps in the App Store that engage in what Apple defines as "tracking" to show a prompt to iOS 14 users, in accordance with their policies (similar to the cookie banner). Apple users have the ability to opt-out of ad tracking which will reduce the amount of data Facebook can collect with their pixel.
There are a few steps you need to take in order to prepare your pixel.
- Complete domain verification – All businesses should verify their domain as a best practice. However, it’s important to prioritize verifying your domains if your domains integrate pixels that are owned by multiple businesses or personal ad accounts.
- Plan to operate with 8 conversion events per domain verification – You can only configure up to 8 unique conversion events per website domain that can be used for campaign optimization.
- Initial configuration and how to change it – Facebook will initially configure the conversion events we believe are the most relevant to your business based on your activity. You can edit your conversion event selection in Facebook Events Manager.
As a business owner, you need to understand Facebook's Ad Manager in order to run ads on Facebook or Instagram.
Even if you aren't running ads right now you want to ensure you have your Facebook pixel ready for Apple's IOS 14 update.
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