Effects of iOS 14 on Your Facebook Campaigns, and What Can You Do?
Date: April 5, 2022

As real estate digital marketeers, we have all faced some obstacles in our Facebook campaigns. Also, what’s even more bothering is that the CPLs have been continuously going up in the last 4-5 months. As we are heavily dependent on Facebook and Instagram for lead volumes, we have seen major fluctuations in our campaigns with the latest update by Apple for devices using iOS 14 and above.
- This upgrade has affected the way Apple devices track conversion due to their App Tracking Transparency Framework.
- Certain data collection and tracking are prohibited unless a person opts for tracking.
- This directly limits the ads personalization and reporting, which affects campaign learning, affecting the optimization, thus the CPLs shoot up and quality of leads being delivered goes down.
How Does AEM work?
For you to measure events of your landing page on Facebook dashboard, you would have to build the web connection to your Facebook using either Facebook API or Facebook Pixel which you will place in your website. You get to measure 8 events and prioritize them for your campaign optimization Eg, if pixel A is racking “Lead Capture”, B is tracking “Download Brochure” event and C is tracking “Get Directions To Site”, which means you are tracking 3 events. Then you can prioritize them the you would like to optimize your campaigns. For example, starting with “Lead Capture” then “Download Brochure” and then “Get Directions” To have web events configured;- Verify your domain (landing page) with your Facebook Business Manager (then your BM has the authority to configure the events)
- Configure and prioritize top 8 events (you can choose standard or custom)
- Set up conversion in ads manager
- Set the attribution window for all campaigns at ad set level and not at the account/campaign level. This will help in campaign optimizations.
- Delayed reporting, for up to 3 days.
- Demographic breakdown for AEMs not available currently (this may be available at a later stage as Facebook develops it.
- Targeting limitations – as more people upgrade their iPhones, your custom audiences will decrease as Facebook will not be able to track all demographic details. For this, you can start utilizing broad targeting and let Facebook learn.
- Size of re-targeting audience will also decrease as the upgrades increase
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