How Apple’s New Update Will Affect Your Ads, and What You Can Do in Response

In late 2020, Apple began rolling out its iOS 14 update around the world, to some controversy. The update includes a major change in the way that iOS apps track users: a new requirement for users to opt-in to allow tracking on each app. 

On the surface, this seems like a great idea for users as it allows them more control over their privacy. However, what many people don’t understand is that it’s data tracking that allows for the delivery of personalised and relevant advertising and content online. 

Facebook and Instagram are both designed to show you the things you want to see, based on previous engagement and collected data. This applies to both organic and paid content. Anything you’ve liked or commented on, products you’ve purchased, and websites you’ve visited all play a major role in the content shown to you on social media apps. 

Where the controversy arises, then, is between Apple and Facebook - the one company depends on tracking data for personalisation and user experience, while the other is now restricting access to that data from anyone who chooses not to opt-in. 
Apple and Facebook have made their mutual criticisms public on several occasions, including Facebook’s full-page letters in the Wall Street Journal, and Apple CEO Tim Cook’s tweet which shared a screenshot of the opt-in/opt-out pop-up using Facebook as their example.

How Facebook describes the new policy:

“Apple will begin to require that all apps in the App Store show a discouraging prompt to users on iOS 14 devices, in accordance with their App Tracking Transparency Framework.

Apple’s policy will prohibit certain data collection and sharing unless people opt-in to tracking on iOS 14 devices via the prompt.

As more people opt-out of tracking on iOS 14 devices, ads personalisation and performance reporting will be limited for both app and web conversion events.” Facebook for Business  

If you’re not sure what all this means, don’t panic. As a digital marketing agency dedicated to delivering results for our clients’ businesses, we pay close attention to every adaptation in the technology we employ.  

It’s our job to keep up with the ever-changing industry of digital marketing, so you can focus on running and growing your business. We’ve boiled down the key things you need to know about how your ads will be affected, and what you can do about it.

5 Ways Your Ads Will Be Affected

Apple’s new App Tracking Transparency Framework will affect Facebook advertising in several ways. Here are the top 5 you need to know about: 

  1. Due to impartial reporting with opted-out users, Facebook will be using statistical modelling to estimate results for ad reporting. This will cause less reliable reporting and will reduce the efficiency of conversion optimisations. 
  2. Custom audiences are likely to drop in size. This includes website retargeting, lookalike audiences and custom uploaded audiences. 
  3. Facebook has deprecated 28-day click, 28-day view, and 7-day attribution windows, which means conversions will no longer be attributed to users outside of 7-day click and 1-day view. This will affect businesses with longer buying cycles and conversions will be under-reported if they fall outside the now smaller time frame. 
  4. There are likely to be reporting delays as conversion events will no longer be tied to specific users and will be aggregated. This shouldn’t be a big issue, as it’s far more effective to view performance over a longer time frame anyway. Day to day reporting has far too much variation and has never been a reliable source to make decisions. 
  5. Only 8 events can be tracked per domain. Ad sets with event optimisations outside of those 8 will be paused. If a user is opted-out on iOS 14, only one event will be reported in Facebook (whichever is the highest priority).

What You Can Do

  • Verify your domain through Facebook. If you don’t verify your domain, you will not be able to edit conversion events. 
  • Prioritise your events. Facebook recently added the feature of choosing and prioritising your 8 conversion events. 
  • Use an API to connect. Use a conversion API to connect your Facebook Ad Account with your website to help reduce the risk of lost pixel data. 
  • Focus on quality content. More than ever, marketers need to rely on quality and engaging content through videos, images and copy. 

Here at Sprocket Digital, we’re working hard on keeping up to date with each new change in technology, so we can keep on delivering the outstanding results that our clients expect from us. 

You can rely on us to do what’s needed to ensure your ads are reported accurately and delivering consistently, so you can spend less time worrying about Facebook, and more time growing your business.

Trust the experts with your advertising: get in touch with Sprocket Digital today.

Grow Your 
Business Today

Taking the first step is the easiest part with Sprocket Digital. Simply describe your company and schedule a free no-obligation consultation to find out how we can help scale your business and increase your revenue.

    What best describes your business?

    How long have you been operating?

    What is your current monthly turnover?

    What Services Are You Most Interested in

    How much are you willing to invest in online marketing per month?

    How Soon Do You Want To Start?

    To schedule a free no-obligation consultation, simply enter your details below and one of the team will be in touch!

    Where did you hear about us?

    What Our Clients Say About Us

    With well over one hundred 5-star Google reviews, its safe to say we are the real deal. Client relationships and demonstratable results are our priority. If you'd like to know more, we'll even let you talk to some real clients.

    Nudi Point ★★★★★ FINALLY... a digital marketing company that actually gets the results. This is the 5th business I have dealt with in the last 7 years - and the only business that has proven results. Our sales have increased hugely and it's only been 1 month. Harry is amazing to work with and the whole team at Sprocket Digital know exactly what they're doing. The results speak for themselves. Highly recommend!Maggie from Astound Smile ★★★★★ We have worked with a couple of other agencies that did not deliver and I'm impressed with the level of service, support & results we get from Sprocket. Within a few weeks of working with Sprocket, we can see immediate improvement on our sales. Harry and the team has taken the time to understand our business and continue to work on delivering results. We look forward to continue working with Sprocket to grow our business. If you are looking for a result-focused agency, you can't go wrong with Sprocket!Beautiful You Holidays ★★★★★ Covid lockdowns meant complete operational shut down for our small NZ owned business. However, in the last few months we have finally got back up and running again with the help from Josh and his Sprocket team.Their understanding, resources and communication has been unwavering in this process and we have seen measurable results month on month. Trust plays a big role in digital marketing and I believe their formula is full proof.Sprocket has had a big role to play in getting our small business back on it's feet. I couldn't recommend this company enough!NZ-Online-Pharmacy ★★★★★ The results speak for themselves. Our website has been lifted to the next level, in both hits & resulting translations into physical orders. Thanks Kieran & Team!Ketaki Rasmussen ★★★★★ Sprocket has experts who can take your digital marketing to the next level, and you get personalised service with a dedicated account manager to help you achieve growth. Great to deal with.Speednation ★★★★★ Outstanding, the team at Sprocket have been tremendous, and taken our store to the next level. Ronnie and the team are on to it and get things done quickly to a high standard. If you are looking for a marketing team, this is your one stop shop for all your marketing needs!Team at scott ★★★★★ So far all of my requests from Sprocket Digital have been handled very professionally and timely. I am really enjoying the level of communication and how easily approachable the team is.Andrina Shieffelbein ★★★★★ Sprocket has been amazing for my small buisness! Can't recommend enough if you want results from your advertising!Meelee Joe ★★★★★ Great working with the team at Sprocket Digital! We found the company friendly, accomodating, and they helped us to develop our knowledge of the business analyticsLance Metz ★★★★★ Sprocket has been an incredible digital marketing partner, helping us grow our monthly turnover. They are extremely helpful and are quick to respond to any needs we may have. I would highly recommend for any company looking to take on a digital transformation journey.Matt Boylan ★★★★★ This is the second time I have used Sprocket Digital in my role as Marketing Manager for small to medium sized businesses. Given our marketing team is very small and we don't have a specific digital marketing resource internally, it gives me peace of mind knowing that all our digital needs are being outsourced to Sprocket. On both occasions of working with Sprocket, the team have very quickly got up to speed on our business. The setup is seamless and my regular meetings with the team help to identify opportunities for us to leverage. The entire team are really knowledgeable and down to earth even though they have some very experienced people working on our account. I would highly recommend Sprocket to any other business who wants expert advice and guidance on their digital marketing with an accessible and down to earth approach.Dylan Carter ★★★★★ Sprocket Digital is the real deal! They have turned our company around in our initial month of working with them and I could not recommend them more.The team is super helpful always making the time to have meetings with us and answer our endless amounts of questions.We are looking forwarded to working with them for the long term!Richie Stott ★★★★★ It has been a seamless transition to Sprocket and they have delivered on the goods. Very happy with the service and results. Our account manager, Kieran is great to deal with.Chris Sinclair ★★★★★ Great team to work with, we've experienced growth from day 1 and we're still going! Thank you team Sprocket DigitalMegan Blincoe ★★★★★ We are a new Client of Sprocket and I cannot fault them! Especially Ethan, he has been so available and clearly knows what he's talking about. He has been very patient with us and has thoroughly updated and explained every part of the set up and progress to date. Highly recommend using Sprocket DigitalAlastair Pope ★★★★★ Harry and the Sprocket team have been amazing in connecting with and successfully converting a new audience for our business. During these challenging economic conditions, the additional revenue they've generated has proven to be invaluable. Their professional, transparent, and data-driven approach has rekindled my confidence in the agency model.Josef Arnet ★★★★★ Sprocket Digital has been great to work with and has provided great inside and addition to the digital side of our business (Kitchen Things) their SEO team is fantastic and Harrison their Email marketing specialist is an absolute savant when it comes to knowing how set up email campaigns, templates as well as automatic email flows and the logic required to make them impactful and effective for a business. They always continue to impress with the work they do.Gabi Metz ★★★★★ Working with Sprocket has been so easy! Like a weight has been lifted off our shoulders. And the results so far have been fantastic!Sheree Palmer ★★★★★ Great Team to work with, communication is great and they are actively engaged with working with you.js_loader


    Client Testimonials


    Sprocket Digital manages all of Louvretec’s digital advertising across Australia and New Zealand, focused on gaining a higher volume of quality leads and standardising advertising creatives across all their locations.

    knowledge Hub

    Tackling the Challenge: How to Respond to a 1 Star Review on Google My Business

    5 MIN READ

    How to Identify Phishing Scams on Facebook Messenger




    0800 365 413

    Level 1/694 Great South Road, Penrose, Auckland [email protected]
    Sprocket Digital
    Based on 126 reviews