Facebook is still suffering from some certain issues brought by iOS 14. If you are still experiencing some of them, then here’s how you can fix them.
When the giant iPhone maker released its recent iOS 14 software, it has affected various online platforms and applications, especially Facebook. The popular app currently suffers from various bugs and other system issues, thanks to iOS 14.
The new pro-consumer privacy measures Apple implemented with the launch of iOS 14 brought major changes to the digital marketing world. The Facebook iOS 14 update also shook up the paid social realm.
After Apple’s iOS 14 arrived, Facebook has been the most vocal against the new smartphone systems when it comes to advertising effects. At the start of the smartphone system release, FB seems to be doing well when it comes to generating income from its advertisers.
But after months of preparing clients with training, documentation, decks, POVs, and webinars, the moment came. For Facebook, April 26 was its official D-Day. Because of iOS 14, the giant online new policies to mitigate tracking loss became mandatory.
Since Facebook had to adjust some of its policies, various major issues appeared on the platform. Here are some of them and how you can fix them;
Conversion Rates Are Inconsistent
One of the biggest and most frustrating impacts that the Facebook users are noticing is the lackluster performance of evergreen campaigns. The client above began experiencing erratic FB click-to-lead conversion rates for their primary interest and lookalike-based audiences shortly after implementing iOS 14.
Here’s what you need yo do;
- Diversify targeting: Aggressively test a broad range of interest-based, lookalike, and third-party audiences.
- Keep a close eye on interest-based audiences, as those appear to have the most fluctuation.
Pixel-Based Conversion Reporting Is Off
Between fewer tracked mobile conversions, delays in reporting, and a healthy dose of “statistical modeling” on behalf of giant social media platform, it’s no surprise the numbers you may be seeing in Ads Manager aren’t necessarily reflective of reality.
Here’s what you need to do;
- Implement Conversions API and optimize campaigns to back-end events.
- Use On-Facebook lead generation tactics such as forms or messenger for more reliable results.
Campaign Budget Optimization Is Less Reliable
CBO, or Campaign Budget Optimization, is a tool that allows the social media giant to allocate budget among ad sets based on performance dynamically. The better-performing audiences based on your objective tend to get a larger share of your daily budget.
This once-powerful tool of the giant social media app for maximizing efficient distribution of spend is showing its vulnerability in light of the recent tracking changes.
Here’s what you need to do;
- With campaigns with CBO enabled and multiple audiences, set a CPL threshold that’s slightly higher than your goal.
- Set the rule to pause an audience if it has spent that amount and driven CPLs higher than your threshold.
- Don’t forget to set a rule to unpause all ad sets at the beginning of a new day.
- Then, set a daily spend amount you’re comfortable spending on a given audience.