If you regularly advertise via Facebook, it will probably not have escaped you. The changes by Apple’s update iOS 14 will affect how Facebook website receives and processes events. With the new update from Apple, the user is asked if Facebook can use and share his or her data for advertising purposes. The user is given a yes / no choice, and this is immediately fixed for the future (unless the user manually unchecks this again in the settings). We expect the majority of Apple users to choose not to share this data. So, you can imagine that this number affects a large number of your target group and conversions. But is this really the case? We at DBOM investigated exactly what the influence is and how we can minimize this effect. We have good news! There seems to be a solution.
The BIG 5:
1. Claim your domain within Facebook
2. Install the Conversion API
3. Check the 8 default events
4. Configure your website events
5. Test your events
1: Claim your domain within Facebook
The first step is to claim and verify your website domain within Facebook. This is important because you need to let Facebook know which website the user is allowed to track, and which website isn't. In addition, this also ensures that bot traffic is excluded from your Facebook pixel. There are three ways to claim your domain:
- DNS verification
- HTML upload
- Meta tag verification.
We recommend claiming your domain via an HTML upload via the website. This is the easiest and fastest way. If you navigate to brand safety> domains in your Facebook environment, you can add your website there.
2: Install the Conversion API
Perhaps the most important step in this story is to install Conversion API. The API ensures that soon we will also be able to measure Apple users, because the data will become 1st party instead of 3rd party. This may sound complicated, but the difference is as follows:
“While your pixel detects and sends events through the browsers your customers use, the Conversions API allows you to send events directly through your server. These events are deduplicated and processed as pixel events. You can use them for ad measurement or to optimize ad serving. "
In short, this means that we no longer measure conversions and target groups via the Facebook pixel (3rd party), but that we use it ourselves by sending it via the server of your website (1st party). This solves the problem in one go.
We can install the Conversion API by navigating to event management in Facebook and clicking the Add Events > Use the Conversion API button. Facebook gives you two choices:
1. Install the Conversion API manually.
2. Use a partner integration.
Option one is quite complicated and requires some coding. However, option two is very simple to realize. For the time being, eight partner integrations are available, including CMSs such as WordPress and Magento. If you have a WordPress website for example, it’s very easy to install it. It will take you a maximum of ten minutes. Facebook shows you exactly how and where to install the API by means of a number of clear steps.
3: Check the eight default events
Congratulations! You just installed the Conversion API correctly. Now it’s important to check whether we are measuring the correct events. If you haven't created any events yet, Facebook promises to automatically install eight default events. Facebook even indicates that they take the business you are in into account. For example, e-commerce companies benefit from events such as: viewed product or added to shopping cart. A B2B company, on the other hand, wishes to see more events such as: viewed leads or certain services.
Our advice is to check carefully whether the desired events are in between. It’s still possible to adjust this.
4: Configure your website events
Chances are that the eight standard events are not entirely satisfactory. Facebook has an answer for that too. You can adjust the standard events to your own liking. Even if your eight default events are to your liking, we still have to configure them so that it can also be applied to Apple users.
A new function has recently been added to Facebooks event management: Metering of collected events. This is the solution for measuring data from Apple users. Facebook: "These are events processed through the Collected Events Measurement protocol, which can measure web events of people with iOS 14 devices." Click on it, search for your domain, and click edit.
In this environment you should see the 8 standard events that Facebook has created for you. We can now configure this and adjust it if necessary. Make sure to rank the conversion from high to low priority. Facebook itself provides a handy step-by-step plan to set up these events, see: https://www.facebook.com/business/help/422408905612648/
5: Test your events
The final step is to test your events. We recommend waiting two to three days after all installations and see what events come in. This ensures that you can already detect errors. Do you see everything coming in neatly? Then it’s still advisable to do a check. In event management you can navigate via your pixel to testing events (next to the overview header). Enter your domain here and test all pages, buttons and forms. In your Facebook tab you will then see all events coming in.
After following all five steps, you should be able to solve the problem with the renewed Apple iOS 14 update. Such changes will become increasingly common in the future. We are well on the way to a cookie-free future which requires a lot of adaptability from online marketers. Do you feel like the above steps don’t quite solve the problem? Or do you have questions regarding the GDPR and cookies? Please don’t hesitate to contact us. At DBOM we have already set up countless Facebook accounts and we have practically played the data game. We are happy to help you!