Decommissioning third-party cookies and the problem of privacy
The release of IOS14 will mean a huge impact for social media marketing campaigns, in terms of optimization and tracking. Audience sizes may decrease because people with iOS 14 may not be included.
The changes won’t just affect iOS users but the entire tracking system: before Facebook provided campaigns with 28 days post-click and 1 day from view data by default, while now 7 days post-click and 1 day from view – causing a slump in conversions.
Facebook is working to provide workarounds, at the moment aggregate event measurement should be configured.
It’s a protocol that allows you to prioritize what are the most important events on your website, so that Facebook continues to monitor them anonymously.
The problem is that when the user takes an action on your site, this type of measurement only counts the most important one (and not all the others) and you have a limited number of slots (maximum 8 trackable events).