| Last week Apple confirmed the release of iOS14.5 will begin next week (w/c 26th April). |
In short, apps on Apple devices will now have to obtain permission to “track” users across apps and websites. This is going to cause significant impact to things such as: retargeting, lookalike audiences, tracking & attribution. One of our reps emailed me last week with changes to expect… and I wanted to share them with you!
Expect performance fluctuations:
As we see adoption of iOS 14.5 continue to increase, we may see greater impact to delivery and reporting, resulting in performance fluctuations and increased CPAs. Audience sizes may decrease: As more people upgrade to iOS 14.5, opted-out users will automatically be excluded from certain targetable audiences, which may result in decrease of audience sizes.
Expect a gradual adoption:
We expect people will update their devices slowly over several weeks. As a result, we do not expect immediate noticeable impact to iOS device reporting.
iOS 14.5 devices will be opted-out by default:
When a user updates to iOS 14.5 and launches the Facebook or Instagram apps, our system detects the update and automatically opts them out on that device. They will need to opt in.
Expect immediate changes to reporting (app and web):
The following reporting changes will go into effect on the day Apple enforces its prompt:
Attribution methodology will shift from Impression Time to Conversion Time.
28-day click-through, 7-day view-through, 28-day view-through attribution settings will be fully deprecated along with the Comparing Windows feature.
Attribution setting default will change to 7-day click-through (currently 7-day-click/1-day-view) for newly created ad sets and web event campaigns.
7-day click-through and 1-day view-through attribution settings will no longer include iOS 14.5 opted-out events.
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