An upcoming update to the Apple iOS hinders the Facebook ability to accurately track app usage on iOS14.

The update results in lower than actual reported conversion events by Facebook. Optimized delivery for these events may be less effective due to there being less data available to base delivery on. Remarketing audiences will miss users that opted out of iOS14 update aspects.

To prepare for the Apple iOS update in Facebook, make sure domains are claimed in the Facebook Business Manager. Reduce events to only track the maximum limit of 8 events. An ongoing preparation item is to keep an eye out for abnormalities in your tracking reports and results as this may indicate a conflict between Facebook and Apple iOS.

Facebook is adjusting its reporting to meet challenges presented by the iOS14 update. Default attribution is now 7 days click, one day view which was formerly 28 days click with 7 days view. Where one campaign uses more than one attribution window, this will show 0 results in the campaign view report. Events are also being aggregated. Facebook automatically chooses highest priority events and combinations of events based on event aspects.

What can we at PIC do to mitigate effects of the Apple iOS14 update? Luckily, on the Facebook platform, remarketing is not affected. Using engagement strategies to develop a remarketing audience will be a good alternative. Additionally, audience uploads such as email lists, purchasers, and other custom uploads will still be accurate. Therefore, we should use these where possible. Using high quality custom lists and creating lookalike audiences helps target new traffic despite changes in the iOS14 update.

https://www.pittsburghinternetconsulting.com/blog/ios-14-impact-facebook-ads