What are the consequences of the release of iOS14 on the module's Facebook Pixel?

At the end of January 2021, Apple announced that it would strengthen the protection of its users' personal data thanks to the "App Tracking Transparency" framework. Specifically, starting in the spring of 2021, Apple will require all applications in the App Store to send a prompt to users of iOS 14 devices, asking them if they want to activate tracking on their device. If they block tracking, Apple will prevent the collection and sharing of certain data.

As more people opt out of tracking on iOS 14 devices, ads personalization and performance reporting will be limited for both app and web conversion events.

To overcome this, and allow advertisers to continue to optimize and understand the performance of their advertising campaigns, while respecting user privacy, Facebook has implemented an Aggregated Event Measurement tool to specifically process the web events of people using an iOS 14 device who have opted out of sharing their data.

First of all, be aware that there is absolutely no change to be made in the pixel code installed on your site through our module. You will only need to configure the "Aggregated Event Measurement" tool through your Business Manager account according to the procedure indicated here.

The Facebook's tool limits domains to 8 conversion events that can be used for campaign optimization. These events are to be selected and prioritized through the Event Manager of your Business Manager account. It is possible that by default, Facebook has already selected and ranked for you 8 events tracked by your pixel that seemed the most relevant according to your ads' performance. However, you have the ability to change this configuration.

Concretely, when an iOS14 user takes multiple actions during the same conversion window on your website, Facebook will apply the Aggregated Event Measurement tool to record only the "main event" (i.e. the event with the highest priority). iOS 14 users may therefore have a limited attribution of the events they complete due to this Aggregated Event Measurement.

Note: The limits imposed by Aggregated Event Measurement won’t apply until Apple begins enforcing its "App Tracking Transparency framework" on iOS 14 devices. Until then, we strongly advise you to prepare yourself by configuring your priority events.

Attention: Once Apple has released its update, changes to event configurations will cause any impacted ad sets and ads to be paused for 72 hours to allow the changes to take effect. Some configuration changes could cause ads and ad sets to no longer run.

To set up the Facebook Aggregated Event Measurement, follow our documentation on this subject.