Facebook’s Aggregated Event Measurement and Apple’s SKAdNetwork allow for measurement of web and app events from people using iOS 14.5 or later devices. We recommend you take the following steps to continue to measure web and app events:

Set up Aggregated Event Measurement for web events

• Verify your domains. Domain verification establishes which Business Account has the authority to edit a web event configuration as the domain owner. Learn how to verify your domains.
• Configure and prioritize your top 8 events on your domain. You can choose up to 8 standard events or custom conversions that can be prioritized for campaign optimization. Page view events and custom events are not available at this time. Visit Events Manager to access the web event configurations tool. Learn more about event configuration or go to Events Manager to get started.
• Learn more about Pixel Updates for Apple’s iOS 14 Requirements.

Set up Aggregated Event Measurement for app events

• Update to Facebook SDK for iOS version 11.2.0 or above to configure your app events.
• Install your iOS mobile app on your device and make sure it’s connected to Facebook. Learn how to connect your app on Facebook for Developers.
• Configure and prioritize your top 8 conversion events. You can choose up to 8 standard events that we’ve received through the Facebook SDK for iOS in the past 90 days. Learn more how to configure app events or go to Events Manager to get started.
• Connect your catalog to the pixels and app SDKs that have events configured for iOS 14.5 or later ad optimization. Catalog sales ads with in-app destinations may direct people using iOS 14.5 or later devices to the web browser in some cases. Therefore, we recommend that you set up event configurations for both your mobile app destination and your website domain fallback destination, and that you connect the pixels and app SDKs that you used in your event configurations to your catalog. This helps optimize delivery and reporting for people using iOS 14.5 or later devices.
• Aggregated Event Measurement is not available to measure app installs campaigns.
• Learn more about Aggregated Event Measurement.

Set up Apple’s SKAdNetwork for app install campaigns

• Update to Facebook SDK for iOS version 8.0 or above to create iOS 14+ app installs campaigns.
• If you use the app installs objective, configure your app events for SKAdNetwork in Events Manager to measure and optimize for app events, value and mobile app installs with app events. You can send up to 63 different app events for each app. (Configuration isn’t needed if you’re only optimizing for mobile app installs.) Learn more about configuring Apple’s SKAdNetwork.
• Learn more about Facebook SDK for iOS, App Events API and Mobile Measurement Partners Updates for Apple’s iOS 14 Requirements.

App installs campaign considerations

The following considerations apply if you plan to deliver app installs ads to iOS 14.5 or later devices.

• You must create specific iOS 14+ app installs campaigns.
• You can create up to 9 iOS 14+ app installs campaigns for each app, from up to 9 ad accounts.
• Each iOS 14+ app installs campaign is limited to 5 ad sets of the same optimization type. You can’t vary your optimization choice across ad sets in the same campaign.
• There is a 72-hour reset period after you delete one of your 9 permitted iOS 14+ campaigns before it will no longer count against your limit. This will help minimize the risk of incorrect campaign optimization and reporting due to the delayed reporting of conversion event data from Apple’s SKAdNetwork API. Once your campaign is published, you can’t turn on or turn off the iOS 14+ app installs campaign. You’ll have to delete your campaign.
• Auction is the only available buying option when you create an ad for iOS 14+ devices, Reach and Frequency are not available.
• You can use the following campaign bid strategies: lowest cost, cost cap, minimum ROAS or bid cap. However, if you choose the cost cap or minimum ROAS bid strategy, your ad set should be scheduled to run at least 3 full days.

New Delivery Statuses

The Delivery column of Ads Manager is where you can check the status of your campaign, ad set or ad and find information about any problems. To help you understand the impact of ad creation limitations, we’ve introduced the new delivery statuses to Ads Manager.

The following statuses apply exclusively to iOS 14+ app installs campaigns:

• Updating Limit: Each app ID is limited to 9 iOS 14+ app installs campaigns. When you turn off an iOS 14+ app installs campaign it takes 72 hours to no longer count against your iOS 14+ campaign limit. Remember that when you turn off a campaign, you also turn off its associated ad sets and ads.
• Pending Limit: Each app ID is limited to 9 iOS 14+ app installs campaigns. When you reach your limit of 9 iOS 14+ app installs campaigns for your app ID, any additional iOS 14+ app installs campaigns you create and publish will not deliver immediately. To turn on a new iOS 14+ app installs campaign when you’ve reached your limit, you’ll need to turn off an existing iOS 14+ app installs campaign and wait 72 hours for it to exit the reset period.

The following statuses apply exclusively to website event conversion campaigns:

• Setup Error: When there is no domain associated with a pixel event pair and your ad, that ad will be turned off. You’ll need to edit your ad or configure a pixel event pair in Events Manager to resolve this error. To turn this ad back on, either select a new domain for your ad or configure a pixel event pair for your domain in Events Manager.

Reporting limitations

As a result of policy requirements Apple started implementing with iOS 14, businesses may be limited in their ability to measure the performance of iOS 14 app install campaigns on Facebook. For iOS 14+ app installs campaigns, reporting will need to rely on data from Apple’s SKAdNetwork API for mobile app installs and other app conversion events.

Similar limitations may apply to the measurement of some web conversion events because of reporting limitations of iOS 14 or later devices. The following limitations are expected across Ads Manager, Ads Reporting, and the Ads Insights API.

• Delayed reporting: Real-time reporting is not currently supported, and data may be delayed up to 3 days. For iOS 14+ app installs campaigns, conversion events will be reported based on the time that they are reported to Facebook by the SKAdNetwork API and not the time they occur. Web conversion events will be reported based on the time the conversions occur and not the time of the associated ad impressions.
• Estimated results: Statistical modeling may be used to account for some conversions. For iOS 14+ app installs campaigns, the SKAdNetwork API will report results to Facebook, aggregated at the campaign level.
• No support for breakdowns: For both app and web conversions, delivery and action breakdowns, such as age, gender, region, and placement are not currently supported.
• Changes to account attribution window settings: The attribution window for all new or active ad campaigns will be set at the ad set level, rather than at the account level. The new ad set attribution setting can be accessed during campaign creation. This ad set level attribution setting helps ensure that the conversions measured are the same ones used to inform campaign optimization, and will allow for increased flexibility and clarity when analyzing ad performance. Additionally, the default for all new or active ad campaigns (other than iOS 14+ app installs campaigns) will be set at a 7-day click or 1-day view attribution window. iOS 14+ app installs campaigns report based on the attribution window provided by Apple’s SKAdNetwork API.

28-day click-through, 28-day view-through, and 7-day view-through attribution windows are not supported for active campaigns. However, inactive campaigns will still report using the legacy account level attribution window, and historical data for the attribution windows that are no longer supported will continue to remain accessible via our Ads Insights API.

Except for iOS 14+ app installs campaigns and automated rules, the 7-day click attribution window can be modified by you to one of the other windows that are still supported. The following windows are supported under the new attribution setting:

• 1-day click
• 7-day click
• 1-day click or 1-day view
• 7-day click or 1-day view (default)

Before 28-day click-through, 28-day view-through, and 7-day view-through attribution windows become unavailable you should take the following steps to prepare.

• Use the Comparing Windows feature to see how conversions attributed to their ads compared across different attribution windows. This’ll help you better anticipate any changes in reported conversions that result from moving to a 7-day window.
• Export any historical 28-day view or click and 7-day view attribution window data you need. Historical data will still be accessible via the Ads Insights API, even after the changes go into effect.

Please note that these changes may be introduced at different times. We will provide notifications and guidance in-product to keep you informed of any change to the default setting.

Targeting limitations

As more devices update to iOS 14 or later versions, the size of your app activity Custom Audiences, website Custom Audiences, and app connections audiences may decrease.

Alternative Targeting strategies to consider:

• Use a broad audience for inclusion
• Use targeting expansion

Dynamic Ads limitations

As more devices update to iOS 14 or later versions, the size of your retargeting audiences may decrease.

If you plan to deliver dynamic ads for your business’s app:

• Choose only one of the 8 prioritized app conversion events to optimize for when you create your ad set. You can use one of the non-prioritized events, but your ads will send people using iOS 14.5 or later devices to your website. Learn how to configure app events or go to Events Manager to get started.
• On iOS 14.5 or later devices the fallback destination will be the mobile web browser (even if app store fallback is specified in the ad).
• With Aggregated Event Measurement, you can set up a catalog sales campaign and use conversion optimization or value optimization to redirect users to your app, which may help drive business results such as making an in-app purchase or adding selected products to cart. Learn how to create a catalog sales dynamic ad by following the instructions for the catalog sales objective.

If you plan to deliver dynamic ads for your business’s website:

• We highly recommend you use only one pixel per catalog and domain. If you use more than one pixel, we may not be able to accurately capture and optimize for the conversion events that you care the most about.

  If you can’t adhere to one pixel, review the 8 prioritized events for each domain in Events Manager. Ensure that each pixel reflected there has been installed to the domain and linked to the catalog.

• If you use multiple domains in your catalog, verify each website domain that you use as a product URL and avoid using any product URLs that redirect to another domain.
• When you create your ad set you’ll choose only one of the 8 prioritized conversion events to optimize for. Or, you can use one of the non-prioritized events, but delivery and reporting for iOS 14.5 or later devices may be limited. Learn how to configure web events or go to Events Manager to get started.