If you are reading this blog, the chances are, you’re already aware of the iOS 14 update – after all, Facebook has spent the last 3 months warning people about the likely impact on Conversion Tracking.
The iOS 14.5 went live on Monday 26th April and one week on, we present our findings on the ‘early’ impact of this update on conversion tracking, more specifically from an e-commerce perspective. We will make further updates to this blog as we collect more data.
Methodology
For this research, we have selected our 10 ‘most stable’ e-commerce Facebook Ad accounts, which have not had any significant changes in spend over the last 30 days nor run any sales which may have a significant impact on website purchases.
The ‘Website Purchase’ event has been set as the highest priority event in Events Manager across these accounts and therefore should be the least affected by the iOS14 update.
It is acknowledged that 10 ad accounts may not give a true reflection of the entire e-commerce eco-system on Facebook Ads, and as with any research piece, certain external factors will also play a part in shaping the results, such as the easing of the UK lockdown on April 12th.
This blog is not meant to be a definitive guide on the impact of iOS14 on Facebook Ads, but we hope it gives you, the reader, some basis when comparing your own data with what we are seeing in our Facebook Ad Accounts.
Findings
As you see in the chart below, we do not see any significant decline in reported Website Purchases on Facebook Ads on the 26th April and beyond. If anything, we are seeing an inclining trend in Website Purchases over the last 30-day period illustrated by the 30 Day Running Average.
To showcase that increasing website purchases is not just a function of increased click volume and illustrate that our clients’ Ad Accounts are indeed converting at a progressively better Conv. Rate, please see the chart below.
The chart below showcases stable spend levels for the accounts that we have based our research on:
To conclude, then – we are not seeing any impact of iOS 14.5 update on our client’s Facebook Ad accounts as of yet.
It is of course still quite early on, and we will be keeping a close eye on the data and reporting back in a few weeks with a further update on how the situation is developing for our client accounts so please stay tuned.
