What You Need to Know for the Facebook Ads iOS 14 Changes

To help our users prepare for the changes to Facebook Ads service based on Apple's iOS 14 requirements and the AppTrackingTransparency (ATT) prompt, we've compiled the latest information on the changes and how those impact Supermetrics products. 


Note that this is not comprehensive list of all changes or actions you may need to take, but the ones of largest impact to Supermetrics-based reporting. There's a list at the end of this article with links to resources for further reading, which will describe the changes in more detail and give guidance for other actions users may need to take with their campaigns, ad manager accounts, etc.


Unless specified, these changes affect iOS 14 campaigns only or data that would have been sourced from iOS 14 devices.


When Does this Take Effect?

At this time, the enforcement of the AppTrackingTransparency (ATT) prompt has not been set, so we're unable to say exactly when some of these changes will be in effect. We will update this article as we get specifics and additional changes. 


Some changes to attribution have gone live on January 19th, 2021 and we've already taken steps to ensure we're compliant with those breaking changes. We'll also evaluate and add the other Marketing Graph API adjustments as needed to prevent any disruptions in service.


We've also made available some new fields and changes to the default attribution setting as of February 9th, 2021 for most of our products (API, Snowflake, and other cloud storage and DWH products will have these changes soon.)


Key Changes

Below are the key changes that will impact how data is reported going forward for Facebook Ads connector used by all Supermetrics products.


Attribution Window Changes:

**These changes affect all campaign types.**

Account level attribution will be replaced with a new attribution setting at the ad set level. You won't need to make any changes to your queries for this, as the existing settings will still work. We will be adding two new fields that expose if  are using the unified attribution and what specific setting is used (mixed, skan, na).


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[UPDATE 2020-02-09]

We have now added two fields to help you identify what attribution setting is being used.

  • Attribution setting: which will show which attribution setting is specifically used for the object (or multiple if mixed)
  • Is Campaign using SKAdNetwork: will show true or false values if the campaign is SKAdNetwork-specific

We've also added a new advanced setting "Use account attribution setting" which will force it to use the originally defined attribution setting when it was at the account level.

More details about these settings and their use will be recorded under Can I Set a Custom Conversion Window for Facebook Ads Metrics?

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Facebook Ads will also default to using 7-day click, 1-day view as the attribution setting, until the AppTrackingTransparency (ATT) prompt goes into full effect, at which point it will default to 7-day click. The prompt enforcement will also cause 28-day click, 28-day view, and 7-day view windows to no longer be supported, and will only be available via the API for historical data. 


Supermetrics will continue to be able to get the longer attribution windows for historical data (older campaigns before the changes), but newer campaigns will need to have their queries adjusted to be accurate once AppTrackingTransparency is enforced by Apple.


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[UPDATE 2020-02-09]

We have updated the default attribution setting to be 7-day click, 1-day view. If you were using the old default (28-day click, 1-day view), it will have updated automatically to the new default. If you want to use 28-day click, 1-day view for historical data, you can manually select that option now.

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We recommend you verify your attribution window settings for your queries to ensure they are still set appropriately and use the newly available fields to help identify which settings are being used, if mixed.


iOS 14 Campaign (SKAdNetwork) Changes/Effects:

As the data will be sourced from Apple's SKAdNetwork API for iOS 14 app install campaigns, there's many changes and limitations for these. 


  • Certain attribution windows and metrics may only provide partial data that does not include events from iOS 14 users.
  • iOS 14 app install campaigns will report based on the attribution window provided by Apple’s SKAdNetwork API
  • Offsite (website) conversion events will be reported on time of conversion rather than ad impression. This may lead to fluctuations in the cost-based metrics.
  • Real-time reporting will not be supported, and data may be delayed up to 3 days.
  • The data will be estimated, as it will be reported on aggregate at the campaign level and statistical modeling will be used on Facebook's side to break it down to ad set and ad levels.
  • No support for breakdowns (age, gender, location, placement) for both app and web conversions.


As of Feb. 9th, 2021, you should be able to identify these campaigns with the new dimension "Is Campaign using SKAdNetwork", with a TRUE value.


Other Relevant Changes/Effects:

  • Expected that as users opt out of tracking on their iOS 14 device that custom audience numbers may decrease, limiting targeting. (Impacts all campaign using custom audiences)
  • Dynamic Ads may be affected by decreased retargeting audience due to users opting out of tracking on iOS 14 devices. (Impacts all Dynamic Ads)



References and Resources for Additional Reading

https://developers.facebook.com/blog/post/2021/01/14/preparing-our-partners-api-endpoint-changes/ 

https://developers.facebook.com/blog/post/2021/01/19/actions-app-advertisers-developers/ 

https://developers.facebook.com/blog/post/2021/01/19/actions-partners-mobile-web-advertisers/ 

https://www.facebook.com/business/news/ios-14-apple-privacy-update-impacts-small-business-ads

https://www.facebook.com/business/help/331612538028890

https://www.facebook.com/business/help/395050428485124

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