Users now have the option to opt out of tracking. This reduces advertisers’ ability to track pixel events which effects campaign performance and optimising.
2. Ad Creation Limitations
Facebook pixels can only optimise for a maximum of 8 conversion events for each domain.
3. Reporting Limitations
Businesses will be limited in their ability to measure the performance of some web conversion events.
What Impact Will These Changes Have?
All advertisers will have less data available from users on iOS 14 devices as some will opt out.
This affects ability to track conversions/data/pixel events for these users and improve optimization through personalized advertising (remarketing) and reporting.
Also it will affect audience targeting, as the users who opt out will no longer be categorized into interest groups.
In addition, the lookback window for conversion reporting is being scaled back from 28 days to 7 days.
Does It Mean Facebook Advertising Is Dead?
The short answer is no.
Similar updates have happened before and are bound to happen again and again .
One potential benefit is that as some advertisers leave the platform as a result of these changes, the cost per impressions may consequently decrease.
As always, we will continue to keep our clients posted as more information becomes available.