How to Optimise for Conversion Events on Facebook after Apple's iOS 14

How to Optimise for Conversion Events on Facebook after Apple's iOS 14

Optimising for conversions is key for event organisers who want to drive and track sales from Facebook and Instagram advertising, so we've built a solution to improve advertising potential post-iOS 14.

If you haven't heard the news about Apple's iOS 14(.5) update by now, where have you been? In short, it's the news that with the latest iPhone update, comes a focus on user privacy. iPhone users will have more say over which companies they want or don't want to let track them across websites and apps via a pop up message in the App Store. This affects companies who advertise on the App Store and means changes for Facebook (and Instagram) advertisers who track web conversion events (user actions) for targeting and retargeting campaigns.

In April, we wrote a blog which explains in more detail the what and the why behind Apple's update and Facebook's response: Aggregated Event Measurement.

In this blog, we'll tell you about our solution to the problem.

As an event organiser, you're unable to verify your Facebook Business Manager with a third party domain such as a ticketing platform. You can continue to direct Facebook and Instagram ad traffic to your event pages hosted on a third party site and optimise for web conversion events that happen higher up the sales funnel like landing page views. Without domain verification however, you cannot now optimise for conversions like ticket purchase - an important metric to track.

Whilst some ticketing platforms suggest event organisers should optimise their Facebook advertising campaigns for landing page views or clicks only, given iOS 14 enforced changes, we know that optimising for conversions is key for event organisers who want to be able to drive and track sales from advertising.

With that in mind, we have built a solution which allows event organisers to continue to optimise for conversions post-iOS 14 release - and it's live! Event creators who are already using it, are reporting immediate events tracking in Facebook and improvements in campaign performance compared to the previous period where results had slowed as soon as Apple triggered iOS 14.

If you run your events on FIXR, log in and go to the analytics section of your organiser dashboard and tick the box to "track pixel events on my own domain". Not sure or want to know more before you action? Get in touch and we can guide you through the process. If you're new to FIXR, start by creating a FIXR account.

If you don't have a domain and you currently drive traffic to your event pages from your social media channels, you may have already noticed a difference in campaign performance pre and post end of April when Apple released the update. We recommend you register a domain to be able to benefit from this solution. As well as enabling conversion optimisation, verifying a domain will make you eligible to choose up to 8 web conversion events (user actions) to track.

Send us an email or start a live chat to find out more about how we can help you.