Facebook is introducing changes to how you can create and measure your campaigns not only for iOS14 campaigns, but all campaigns on Facebook. The exact timing of the changes isn't known yet, but Facebook's internal deadline for being ready is January 19th 2021 – so you should act quickly. UPDATE: Facebook launched new functionality in January, but Apple did not yet launch the tracking prevention solutions. The changes are expected in March or April 2021.
More on the background of this change: Upcoming Changes regarding iOS 14 and IDFA
Summary of effects
- Conversion-time attribution: Offsite Conversions will be attributed to the date when they happen (instead of the date when the user clicked/saw the ad, as it was earlier). Thus, accurately determining daily cost-per-action (CPA) will be harder for both marketers and algorithms alike.
- Conversions from iOS14 devices will be reported with a delay of 24–48 hours, making it even harder to determine CPAs
- Reported conversion events will be limited to 8 per domain, meaning you might need to re-select the appropriate conversion events for these features
- Some Attribution Windows will be deprecated: 28-day click-through, 28-day view-through and 7-day view-through
These changes affect what kind of conversion data our optimization features can use. We urge you to take these actions as soon as possible in the Smartly.io tool:
- Change your account default attribution window in Account Settings (max 7-day click-through, max 1-day view-through). Note: this will affect the window used by optimization features, and therefore the CPA figures these features see
- Check if optimization features are using one of the 8 conversion events you have selected for your domain in Facebook Events Manager (or, Custom Metrics based on those 8 events)
Disable Budget Scaling
- The Budget Scaling option will be disabled when the changes happen, because there is a risk that we can't predict CPA correctly, which could result in gross over/underspend. Choose another budget allocation mode in your Predictive Budget Allocation (PBA) settings.
- If you would like to continue using Budget Scaling at your own risk even after the changes go live, contact your Smartly representative.
- If you don't disable it in time, we need to disable it automatically, and your campaigns will be left spending whatever daily budget they happened to be at.
Review your Custom Strategies (Triggers)
- Take time to read and understand how the reporting settings affect e.g. the CPA numbers of your ads, and adjust the CPA limits, Attribution Windows and Timeframes used in your Triggers accordingly
- For example, due to conversion time attribution, CPA for the "Today" timeframe will also include conversions caused by spend that happened yesterday or even last week (if using the 7-day click-through window)
- Overall, the "today" and "yesterday" timeframes will be very unreliable due to the 24–48 hour delay in iOS14-reported conversions
- Generally, for more reliable CPA estimation, use longer timeframes (e.g. past 7 days) and longer trigger check intervals (quicker than "every 3 hours" very likely doesn't make sense anymore)
- If your conversions happen with a delay & you use 7-day attribution, take into account that CPA will look bad in the beginning of an ad's lifetime, and it will look better later when conversions caused by past spend will keep happening
Check Smartly Creative Optimization settings
- We recommend selecting a longer (5-day) "Check interval & stats timeframe" in advanced settings, because due to conversion-time attribution, newly activated ads have a disadvantage against continuously running ads
- Rotating ads based on frequency or time will continue to work as previously
- Rotating ads based on performance: changing your account default attribution window to max 1-day long will help – with longer windows, continuously running ads will have an unfair advantage against newly activated ads
Check Stop-loss settings – we recommend:
- to monitor how well Stop-loss works in your campaigns after this change, to ensure it is not too aggressive inn pausing ads
- to only enable Stop-loss after all ads in the campaign have delivered for a few days, because conversion-time attributed stats have newly running ads at a disadvantage
- to use at least a 5-day timeframe
- to monitor the behavior & adjust the manual CPA limit to be higher if needed
Target Cost bid strategy
will be has been deprecated
- When cloning or editing campaigns or ad sets, you will have to select another bid strategy