JANUARY 2021 IOS14 MAJOR UPDATES DASH ACTIVATE ONLINE CLIENT NEWSLETTER Key takeaways from Facebook's UPCOMING IOS14 CHANGES: iOS14 announcement 1. APP TRACKING BY DARIAN JAMES, CEO PERMISSION This week, Facebook has made a number of significant announcements POP UP in preparation for the imminent updates coming as part of iOS 14 in 2. MOBILE WEB February 2021. TRACKING The most significant changes are coming in the form of limits to the 3. LIMITS ON numbers of live ad campaigns allowed in your ad account, a huge CONVERSION change in the attribution windows Facebook will operate on, and Facebook's decision to show the AppTrackingTransparency popup for EVENTS their customers within the FB app. 4. SHOPIFY We're going to breakdown what each of these changes might mean for SERVER SIDE personalized ad tracking and delivery next year in this newsletter to INTEGRATION better prepare our clients for the incoming changes set to sweep across the internet next year. 1. APP TRACKING The way we look at it, this could go in two directions. Facebook has massive penetration and familiarity across numerous countries with billions of users. PERMISSIONS As a first mover, this may help them build trust with consumers encouraging more people to opt into personalized advertising increasing opt-in rates, and giving Facebook a huge data advantage that could help them USERS WILL NOW NEED TO become the preferred media partner for advertisers. OPT IN TO AD TRACKING All of this obviously rides on the opt-in rate for ATT, with the alternative being that a lot of users opt-out which will force Facebook to rethink its advertising and monetization In an unprecedented move, Facebook announced that strategy moving forward. it will be showing the ATT (AppTrackingTransparency) popup for customers within their iOS App starting sometime 2021. This is unexpected and signals a move that the entire "Facebook will be asking people in the app whether market may make as privacy and data concerns continue to peak. The rollout of this pop up will be similar to the location sharing or push notification permission where users will they want to be tracked by advertisers..." see a notice appear asking if they'd like to see personalized advertising recommendations, allowing them to opt in or out. 2. MOBILE WEB TRACKING ATT WILL HAVE SIGNIFICANT IMPACT ON WEB CAMPAIGNS On web campaigns, Facebook serves ads that direct out to the advertiser's website. Clicks are tracked by URL parameters appended to the click URL that the Facebook pixel detects when the user hits the website allowing the pixel to attribute the user to the ad impression back inside the Facebook App. In comparison, sessions that start with ads inside the mobile iOS App where users opt-out of tracking will no longer be allowed to use the data passed back via the URL to optimize Facebook Ads. The upside here is the data will still exist so can still be tracked via the UTM codes and will reflect in Google Analytics, however, this data cannot be synched back to Facebook. 3. LIMITS ON "Each domain will be CONVERSION limited to a maximum of 8 EVENTS conversion events..." DOMAIN LIMITATIONS COMING INTO PLAY The other big change around limitations is that each domain will be limited to only 8 conversion event objectives. For most Shopify stores this shouldn't present an issue, however, it's good practice to ensure the standard events are all active on your site: View Content, View Category, Page View, Search, Add To Cart, Initiate Checkout, Add Payment Info, Purchase 4. SERVER SIDE INTEGRATION ENSURE YOU HAVE SHOPIFY'S API LINK SET UP Within your Shopify Store, you will see the Facebook settings on the left hand side. You'll see a message there to migrate over to the Shopify Facebook Channel - this should be easy and you just need to log into FB when prompted with the pop up Once you have that set up, you then just need to choose the option for 'Maximum' tracking (this will then send the purchase events directly to FB bypassing the pixel. This will bypass Apple's restrictions and allow Shopify to pass purchase data directly back to Facebook where it can be properly attributed to your ads. If you have any problems setting this up, please review this blog post explaining the full steps.