by Kathy Tan
March 23, 2021
4 minute read
Apple has announced changes with iOS 14 that will impact how we receive and process conversion events from tools like the Facebook pixel. Businesses that optimize, target, and report on web conversion events from any of our business tools will be affected.
Facebook advertisers who do not adapt to these changes may experience higher acquisition costs and over 150% average increase in cost per action (CPA) when moving from conversion optimisation to link-click optimisation.
In this article, you will learn about conversions API and a guide to setup on Facebook & Shopify.
People’s behaviours are shifting the ads ecosystem, when more people is hungry for greater data privacy, browser changes are impacting cookies and other tools that support performance.
Conversions API(CAPI) is a Facebook Business Tool that lets you share key web and offline events, or customer actions, directly from your server to Facebook’s. Conversions API works with your Facebook pixel to help improve the performance and measurement of your Facebook ad campaigns.
Conversion API helps you drive the outcome you seek using the information you control, rather than data from the browser.
We emphasize the importance of implementing this guidance and taking our recommended actions prior to Apple’s prompt enforcement.
The impact of not taking these actions could result in:
⚠️ Inability to create certain ad campaigns
⚠️ Limited access to certain optimization choices and the pause of certain ad sets
⚠️ Ad performance degradations as delivery to iOS 14 users (specifically those using iOS 14.5 and above) decline for certain ad sets
*Please note that to turn on Value Optimization, we need to make sure our pixel is sending and optimizing for Purchase events and wait until it has generated 100+ optimised purchases and has at least 10 distinct values in the last 7 days.
These events are processed through the Aggregated Event Measurement protocol. Once Apple releases its changes for iOS14, you’ll receive data from these events.
When setting the ads, you will now need to select a domain associated with the pixel under Tracking.
Read more about Shopify integration with FB CAPI guide here.