What does this mean for our campaigns?
This will ultimately affect the way we collect and use data within these platforms.
Users will have the option to opt-in and opt-out of tracking. If a user opts out of the data collection, we will be unable to track results that come through from those users. If a user opts-in, we will only be able to track a limited number of events.
Whether a user opts-in or out, campaigns will be affected due to changes in the way Apple passes back data to Facebook. This will happen in three main ways:
- Data will be restricted – there will be less data being passed back
- Data will be aggregated – user-level reporting will not be supported
- Data will be delayed – there will be a delay of between 24 and 48 hours from when the event happened to be passed back to Facebook
This will impact campaigns and we have pulled out the key ones we expect to see as this change is rolled out:
- Fewer reported conversions
- Opted-in users can only be tracked through 8 events per domain
- Opted-out users can only be tracked for 1 event
- Custom audiences’ sizes will reduce (this may affect lookalike audiences and exclusions)
- Platform auctions could become more expensive
- Default attribution window will change to a 7-day post-click and 28-day attribution is no longer supported
- Reporting limitations such as delayed reporting, modelled results and age, gender, region and placements breakdowns will become unavailable