Personvern først: Apple iOS 14-oppdateringen kort fortalt.

Privacy first: The Apple iOS 14 update in a nutshell

Are you an iPhone owner? With the latest iOS 14 update and the AppTrackingTransparency (ATT) framework, there will be greater transparency around app tracking.

ATT will give you a better understanding of how each app uses your data and gives you the ability to choose whether you want to be tracked or not.

How does the iOS 14 update affect my Facebook campaigns?

What is Facebook Aggregated Event Measurement (AEM)?

In connection with Apple’s iOS 14.5 update, Facebook has introduced Aggregated Event Measurement (AEM).
AEM is a protocol that allows measurement of specific web events from iOS 14 users. It entails changes for everyone who advertises with Facebook when it comes to campaign setup, targeting, measurement and reporting of ad campaigns.

What do these changes mean for my Facebook campaigns?

It entails changes for everyone who advertises on Facebook when it comes to campaign setup, targeting, measurement and reporting of ad campaigns.

The following changes will take effect:

  • You can only have 8 conversion events per domain. This includes both standard events and custom conversions for optimisation. Facebook will suggest which 8 they think are relevant, but this can be manually changed inside the events manager.
    You also need to rank conversion events by priority.
  • Changes in measurement: There will now be 7-day click and 0-day view (before there was 28-day click and 1-day view). This results in a lower number of reported sales via Facebook campaigns.
  • Change in reporting: Facebook will report when the sale took place (previously it reported when the ad was shown). In addition, there may be a delay of 24 – 48 hours until a conversion is reported from an iOS user.

What will I lose when the changes come?

  • You will lose data & reporting on users who actively say no to tracking via the latest iOS14 update.
  • If you have campaigns that optimises against purchases at Ticketmaster, you must change the optimisation to “Landing page views” or “link clicks”. This is due to Facebook’s new restrictions.
  • Lower reported sales figures: You will be impacted by the proportion of iOS 14 users who refuse tracking in connection with the update AND Facebook’s change of cookie policy to 7-day click and 0-day view (before it was 28-day click and 1-day view).

Is there anything I need to do in my Facebook Campaign Manager?

Yes.

  1. You need to verify your domain with your Facebook Business Manager.
  2. You need to see if you want to make any changes to the Top 8 conversion events.
  3. If you have campaigns that optimise against purchases at Ticketmaster, you must change the optimisation towards the landing page views or link clicks. This is due to Facebook’s new restrictions.

Can I still implement Facebook pixels on Ticketmaster.co.uk?

Yes, you can still implement your Facebook pixel on Ticketmaster.co.uk, and you can create custom audiences from pixels and report on purchases on the campaign, BUT you will not see purchases from users who have chosen to “opt out” from being tracked via iOS 14. You can NOT optimise your campaign for purchases, so you must update your campaign against landing page views on ADP / EDP / VADP (purchase page) on Ticketmaster.co.uk or to your own website.

Can I still optimize my Facebook campaign towards purchases and CPA?

No. Campaigns on Facebook must be set up to optimise against clicks or landing page views on their purchase page on Ticketmaster or against your own website, for example a “buy tickets here” button.

Can I still get reports in Facebook on sales through my campaigns?

Yes, if you have Facebook pixels implemented on Ticketmaster.co.uk, you will still be able to report on sales via your Facebook campaigns. There will be somewhat lower sales figures as you will not receive data on those who have chosen to “opt out” from iOS 14, in addition to the fact that Facebook has changed its cookie window to 7-day click and 0-day view (before it was 28 days click and 1-day view). This together will result in lower sales figures via your Facebook campaigns.

Can you verify our Facebook account for your domain?

No, this is due to Facebook’s new restrictions. If you have campaigns that optimise against purchases at Ticketmaster, you must change these to optimise against landing page views or link clicks to your event pages on Ticketmaster.co.uk or your own website.

Are these changes something that only applies to Ticketmaster?

No, these are changes from Apple and Facebook that apply to all countries and all businesses that run advertising on Facebook for iPhone users.

How much data will I lose / are there many who choose to "opt out" from iOS 14?

We do not know yet, but in the UK Apple iOS has a high market share and since everyone must actively choose “opt in”, we believe there are opportunities for some consumers to actively say no to tracking in new iOS 14.

Does this apply to all Apple devices?

No, iOS 14 only applies to mobile devices, not tablets and Macs.

Where can I find more information about Apple iOS 14?

Where can I find more information about Facebook AEM?

You can read more on Facebook’s pages: https://www.facebook.com/business/help/721422165168355

When will iOS 14 and these changes take effect?

The changes were rolled out as of 26 April 2021.

I have questions to Ticketmaster about this, who can I contact?

Please contact your Ticketmaster Marketing Manager.