Tips for Marketers to tackle Apple’s iOS 14 update


Pragun Sharma

Verified writer
17th June 2021

The new iOS 14 update has overwhelmed both Marketers and small business owners. To help you navigate through these hoops of uncertainties we’ve compiled a list of strategies you can adopt.     

#Tip 1: Segment your audience targeting by Android and iOS Users

The first action you should take is to target Android devices only.

The iOS update primarily affects Apple users. Consumers who use Android devices are not affected and Facebook can still track their data across the internet. Ideally, you’d want to track both Android and iOS users, but due to the update data gathered on iOS will be incomplete and skewed, it will be more efficient to use only with Android users or to segment campaigns by device.

While creating campaigns that target conversion events, visit specific Mobile Devices & Operating Systems and select Android Devices Only.

#2: Select Your 8 Most Valuable Events

You need to list down which eight Facebook pixel events and custom conversions are most important to your business. Facebook will only receive data from these eight events per domain.

Initially, Facebook will suggest which eight should be the highest priority for you.

If you want to make alterations to the selections or reorder them, visit Ads Manager and navigate to Events Manager.

On the left side of the screen, select the corresponding pixel.

Then click on the Aggregated Event Measurement tab and click on Configure Web Events.

Next, select the domain and select Edit Events.

You must prioritize which events are most important because when a user triggers two or more events on a website, only the higher-priority event will get counted.

For instance, let’s say a user visits your website landing page, opens a product page, adds a product in their cart, removes a separate item from their cart, then visits another page and does the same, and finally makes a purchase. Facebook will only register the highest-priority event, which in this case is the purchase.

If you have ad sets for events that aren’t included in your chosen pixel, those ad sets will get paused.

#3: Verify Your Domain and Activate the Conversions API

Facebook is asking businesses to verify their domains in preparation for this update. This is because they want to prevent the misuse of ad accounts. During the verification process, your webmaster will be given a code to put on your domain. Facebook has recently stated that verifying your domain will ensure that the data received by your pixels is accurately delivered to Facebook.

To verify your domain, log into your Facebook Business Manager account, go down to Brand Safety, and select Domains. You would want to verify your domain (your website URL).

Facebook is trying to introduce alternatives/solutions for businesses that rely on Facebook, with Conversions API being one of the most important things.

The Conversions API will help add-on signals from a company website or app. There are no restrictions or limitations for data collection. While this won’t be a total replacement, it will present alternative opportunities for optimization (i.e., email open rates, as opposed to website registrations).

#4: Enabling Value Optimization (VO)

After iOS 14, Facebook is tracking fewer users. To make up for this, Facebook has made some changes to who can use value optimization (VO). VO allows marketers to bid for the highest-value users or the users who are most likely to take the desired action on a website.

However to use this, you have to prove you’re eligible for this function to use it. For which you must fulfill these requirements:

  • Have an active pixel, product catalog, or Software Development Kit (SDK)
  • Prioritize purchase events
  • Have more than 100 optimized purchases in the previous 10 days
  • Have more than 10 distinct purchase amounts in the last 7 days

 To enable it go to the Events Manager (make note that enabling this tool will account for four out of eight of your pixel events and custom conversions)

You can optimize during ad setup,to test VO for ad delivery. Select Value from the Optimization for Ad Delivery drop-down menu. This allows targeting users based on the “value” that brings about the highest Return On Ad Spend (ROAS).

#5: Enable or Update Facebook SDK

Facebook recommends updating your Facebook SDK for iOS to version 8.1 or higher. If you advertise on apps that require Facebook login, Facebook suggests updating to at least version 9.

Updating to version 8.1 or 9 will give you permission to continue serving personalized ads to app users on iOS. You’ll be thus be able to measure app installs and optimize for VO and app events. 

#6: Combine Independent Tracking and Retargeting Practices

Some of your Facebook campaigns will lose their effectiveness when the iOS 14 update is fully integrated. You can get ready by exploring other strategies to test against the new performance levels of your ads. Give thought to different bid types, audience definitions, and events to include in your Facebook ad testing.

One more way is to stop using Facebook to monitor conversions on your website. In place of that, use your website platform’s tracking system to monitor where visitors are coming from and what actions they take on your site. You can also consider campaigns outside the conversion objective, like tracking the traffic your ads are generating to your site.


The iOS 14 update has rattled many marketers and business owners about their future ability to target users, generate leads, and measure conversions from Facebook ads. However, it’s true impact is currently unknown.

It’s smart to start looking into other ways to digitally market your business. Even though Facebook may be the biggest player in the game right now, there are other options.

Marketers have always adapted to updates and changes in the past, be it moving from traditional marketing to digital or from one platform to the next. It’s only fair we find ways to navigate through these changes as well.

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