Apple’s iOS 14 update changed digital advertising. Users can now opt out of data tracking, making it harder for businesses to collect insights. Facebook ads, which rely on tracking, took a hit. Many feared ad performance would plummet.

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This update affects targeting, retargeting, and optimization. But advertisers can adapt. With the right strategy, Facebook ads can still generate leads and sales.

How the iOS 14 Update Affects Facebook Ads

Apple’s update limits how advertisers track user actions. If someone opts out, Facebook loses visibility on what they do after clicking an ad. This change impacts several key areas.

1. Facebook Pixel Tracking Drops

  • Fewer reported conversions
  • Fewer recorded actions like Leads, Purchases, and Add to Cart
  • Limited tracking means inaccurate data

2. Facebook Ad Optimization Suffers

  • Facebook relies on Pixel data to learn and optimize ads
  • Without tracking, ads will not optimize efficiently

3. Retargeting Audiences Shrink

  • Website visitors from iOS 14 devices will not show up in retargeting lists
  • Retargeting audiences will be smaller

4. Lookalike Audiences Weaken

  • Facebook cannot build strong lookalike audiences without data
  • iOS users opting out will not contribute to audience building

5. Who Does This Affect?

  • iOS users who update to iOS 14 and opt out of tracking
  • Android and desktop users remain unaffected

Which Facebook Ad Objectives Are Affected?

Certain ad types will struggle more than others.

Ad Objectives That Will Struggle

  • Traffic Ads: If optimized for Landing Page Views, tracking fails
  • Conversion Ads: Ads optimized for Standard Events or Custom Conversions will report fewer results
  • Catalog Sales: If the sale happens on an external website, tracking drops

Ad Objectives That Stay Strong

  • Lead Generation Ads: Forms completed inside Facebook are safe
  • Messenger Ads: No impact since everything stays within Facebook

How to Prepare Your Facebook Ads for iOS 14

Adapting to these changes requires new strategies. Follow these steps to keep campaigns performing.

1. Verify Your Domain

  • Facebook requires domain verification inside Business Manager
  • This tells Facebook you control the domain and lets you configure tracking

2. Enable Two-Factor Authentication

  • Facebook now requires two-factor authentication for advertisers
  • This step protects accounts from unauthorized access

3. Analyze iOS Traffic Impact

  • Use Breakdown Reports to see how many conversions come from iOS devices
  • This helps predict how much data loss will affect campaigns

4. Limit to 8 Conversion Events

  • Facebook now allows only eight tracked events per domain
  • Prioritize key events:
    • Purchases
    • Leads
    • Add to Cart
    • Complete Registration
    • Any other critical actions

5. Focus on Facebook Lead Generation

  • Rely less on Pixel tracking
  • Use Lead Ads and Messenger Ads that keep interactions within Facebook

6. Use Facebook’s API for Tracking

  • Facebook’s Conversions API (CAPI) sends data directly from servers, avoiding tracking blocks
  • Platforms like WordPress integrate easily with API tracking

How to Verify Your Domain for Facebook

Facebook provides an official guide for Domain Verification here.

Steps to Verify Your Domain:

  1. Open Facebook Business Manager
  2. Go to Brand Safety > Domains
  3. Choose one of three verification methods:
    • Meta Tag (Easiest)
    • HTML File Upload
    • DNS Verification
  4. Ensure you have admin access to your domain
  5. Complete the verification process

Strategic Shifts to Overcome iOS 14 Challenges

To keep Facebook ads performing, adjust your strategy:

  • Verify Your Domain
  • Enable Two-Factor Authentication
  • Use API Tracking instead of relying on Facebook Pixel
  • Prioritize “On-Facebook” Ads (Lead Ads and Messenger Ads)
  • Build First-Party Audiences (Customer Lists, Video Retargeting, Engagement)
  • Choose and Prioritize 8 Conversion Events

FAQs About Facebook Ads and iOS 14

1. How do I enable two-factor authentication?

Go to Facebook Business Manager > Security Settings and follow the steps.

2. How do I verify my domain?

Follow the official guide here.

3. How do I create a Business Manager account?

Set up a Business Manager account at Facebook Business Manager.

4. How do I set up conversion events?

Inside Facebook Events Manager, prioritize and configure eight key events.

5. How do I use Facebook API tracking?

Learn about Facebook’s Conversions API (CAPI) here.

6. How do I set up Lead Ads and Messenger Ads?

Find setup guides for:

Conclusion

Apple’s iOS 14 update changed digital advertising, but Facebook ads can still work. Businesses must shift strategies. Domain verification, API tracking, and on-platform ads will keep campaigns running strong. The advertising landscape evolves, but brands that adapt will continue to succeed.

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Last Updated on April 30, 2025