Facebook continued to prepare advertisers, developers, mobile web advertisers, and partners for changes to Apple’s iOS 14 operating system.
The social network released the Facebook Platform SDK (Software Development Kit) version 9.0 on Tuesday, which included additional functions and necessary measures to ensure that apps remain integrated into the platform.
Developers using versions 8.2 or lower of the Android, iOS, or Unity SDKs must begin migrating to version 9.0 as these older SDKs are out of date.
Facebook said that in the future, all major new releases will target annual releases to match the SDK version number with the latest version of the Graph API (application programming interface), although minor updates will continue to be released to improve the functionality of its SDKs.
The social network is also ending support for the React Native wrapper for its Android and iOS SDKs and removing the auto-initialization feature for its SDKs.
Facebook introduced a restricted login mode for Facebook login in order to implement safeguards that prevent a person who logs into an iOS app with Facebook from being used to target advertisements to that person or to measure their effectiveness.
With restricted sign-in, app users can create new accounts or access existing accounts, while only sharing their names, profile pictures, and optionally email addresses.
Developers can choose either Limited Login or Classic Facebook Login uniformly for all users or conditionally, and the modes are interoperable.
Facebook shared the following actions to be taken by app advertisers and developers. These need to be updated to Audience Network SDK v6.2.1 in order to make money from iOS 14 users when this OS is updated:
- Advertisers who work with mobile measurement partners and do not use the SDK should inquire with these MMPs for further information on the integration with Facebook in order to support SKAdNetwork.
- Those using the SDK should have the latest version in order to optimize for app events, mobile app installs plus events, or value.
- Starting Tuesday, advertisers will be able to configure the SKAdNetwork conversion scheme in Events Manager to measure and optimize these goals.
- Advertisers can now set up and test SKAdNetwork-based app installation campaigns in the Ad Manager and the API.
- The account-level attribution window will be replaced with a new attribution setting that can be accessed at the ad set level during campaign creation. By default, the settings are set to 7-day click and one-day view, which can lead to a decrease in reported conversions.
- Advertisers using the App Events API and not using the Facebook SDK to support the SKAdNetwork API must properly implement SKAdNetwork through Events Manager.
- The social network described their new Resource Center as follows in a blog post: “We’re launching the Resource Center, a dedicated tab in the Ad Manager with a custom checklist of tasks to walk you through actions you can take to ensure your advertising is good set up optimally and prepare for the upcoming impact of the iOS 14 requirements. The Resource Center provides a list of relevant updates that summarize how the iOS 14 requirements may affect your specific ad account. Most tasks and updates are linked to help articles to further assist you with these changes. “
Facebook’s responsibilities for mobile web advertisers and partners are:
- Advertisers can now view all of their events using the new API tabs for aggregated event measurement and pixels / conversions in the event manager. The former provides information on events processed using the aggregated event measurement, while the latter includes all other web events.
- Advertisers need to check their domain names in Business Manager.
- Advertisers should limit themselves to eight conversion events per domain.
- The delivery value optimization switches from the ad manager to the event manager, and value sets must be activated. They are automatically assigned based on historical data and enabled in Event Manager for advertisers who have previously used Value Optimization. There are a maximum of eight sets of values.
- Dynamic ads for retargeting can decrease performance and audience size. Advertisers should review product URL domains in their catalog feeds and avoid using URLs that redirect users to different domains. Only one pixel per catalog should be used to optimize prioritized conversion events for all catalog elements.
- The account-level mapping window is replaced with a new ad-set-level mapping setting that is accessed during campaign creation. This ensures that the conversions measured by Facebook are the same that are relevant for campaign optimization. This allows for a clearer analysis of ad performance.
- Statistical modeling is used for certain attribution windows and / or metrics to account for the lower data availability from iOS 14 users.
- Certain association windows have partial reports and the metrics do not include all events from iOS 14 users. Communicate in-product notes when a metric is partial. This will be initiated in early 2021 after Apple enforces the ATT prompt.
- Delivery and action crashes are not supported for offsite conversion events. Offsite conversion events are reported based on when the conversions were made, rather than when the ad impressions were made, which can cause slight fluctuations in cost metrics as the cost per conversion reflects the expenses over a period divided by the conversions over the same Period of time have taken place While the cost per conversion today reflects the expenses over a certain period of time divided by the conversions that were made by ad impressions in the same period.
- Attribution window settings for existing and newly created automated rules are no longer supported, and a standard seven-day click window for non-iOS conversions and the SKAdNetwork window for iOS conversions are implemented.
- Advertisers should report their changes in the attribution window and use the Compare Windows feature to see how conversions associated with ads are compared in different attribution windows.