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IOS 14 FB Ad Hacks

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at the end of April 2021 Apple started to roll-out

the IOS14 update for their devices. With the new
privacy requirements that come with this update,
Facebook had to change the way they track and
interpret user data on their
platform.

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This had a direct impact on the way the ad delivery

and reporting system from Facebook work.

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Things that happened after IOS14:

1. A limit of 8 trackable events per pixel was imposed

2. domains are now required to be verified at the account level

3. default attribution window changed from 28-day click and 1-day view to 7-day click

4. the default event reporting model shifted from impression time to conversion time

a. There were also some other changes but these are the ones that affected us FB advertisers the most.

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This resulted in a lot of reporting issues, which

lowered total conversions, increased CPM &
overall lowered results

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Now don’t panic! Facebook Ads still work, it just

requires more skill.

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Now what we’re going to do in this video is discuss

‘’simple’’ hacks you can use to increase your
results after IOS14

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IOS14 FB AD Hacks:
● Utilizing Lookalike Campaigns - After doing some testing & research we’ve found that after IO14 Lookalike

audiences have been outperforming all audience types on Facebook. Now this has always been the case even

before IOS14, however LLAs have been stable nonetheless. Specifically ‘’bigger’’ LLAs have been doing very well.

● Conversion API - The Conversion API is a tracking feature that Facebook offers that allows you to report results

tracked on other platforms & send them right back to Facebook. It allows you to track conversions that the

Facebook Pixel might have missed due to IOS14. In simple terms, we send accurate data to our Facebook accounts

& Facebook will link them to the ads that generated said conversions. This allows us to report & optimize more

efficiently which in turn increases conversions.

○ Softwares like: Shopify, Clickfunnels, Highlevel,, etc. Have recently enrolled this integration option & it is a

must use if you’re running Facebook ads at scale. It is simple 10x more accurate than the FB pixel right now as

it uses ‘’real’’ data.

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IOS14 FB AD Hacks:
● Utilizing Customer lists - If you are setting up a lot of retargeting campaigns, utilizing the Facebook pixel is

simply not as effective anymore. Instead what you want to do after IO14 is utilize ‘’customer lists’’ for retargeting.

Website retargeting has gone down ‘’massively’’ but customer list retargeting has been stable. Also utilizing

customer lists & creating LLAs out of those lists will perform a lot better than some of your cold traffic campaigns.

● Aggregated Event Measurement - This new ‘’thing’’ was a direct response that Facebook added due to IOS14.

This tool is used to ‘’predict’’ the amount of conversions you are getting from users who Facebook isn't allowed to

track anymore. It isn't a 100% accurate by any means, but it is a lot better than nothing. It asks you to choose

what is most important to you (conversions). It is crucial that you set up the 8 most important events for your

business and set a priority level for each one of them.

○ Here’s how: go into the Events Manager tab in your Business Account, then click on “Aggregated Event

Measurement” and then configure the events for your specific domain and pixel.

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Aggregated Event Measurement

● The more important the ‘’conversion’’ the higher you should prioritize it. So purchases or schedules would be

some for example.

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IOS14 FB AD Hacks:
● Testing more variables - This is/was the ‘’golden rule of Facebook’’, however its importance has increased

massively after IOS14. You need to keep testing, testing, testing & more testing. The best way to fight any updates

that affect Facebook is by having ‘’backup’’ plans. How do we do that? By continually push out new ‘’winner’’ ads.

As no matter what Facebook gurus tell you, the best ad & audience will ALWAYS win. No matter what updates are

rolled out. You want to keep a stable regiment of testing new audiences & creatives, even if you’re ads are ‘’doing

well’’. Test ‘’one’’ new variable at a time so you can get the most out of your tests.

○ Things you can test: There’s an abundance of variables you can test in your business. Different ad copy,

different headlines, different landing pages, different pricing, different offer, different bonus, different shipping

methods, different products, different demographics, different checkout flows, etc.

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IOS14 FB AD Hacks:
● UTM Tracking - Urchin Tracking Module (UTM) codes are snippets of code — attached to the end of a URL —

used to measure the effectiveness of digital marketing campaigns. They are also used to pinpoint specific sources

of traffic to your website. UTM codes, at a minimum, include a traffic source, a medium, and a campaign name.

They may also contain keyword terms and content identifiers. When used correctly, UTM tracking is one of the

most powerful tools in your data analytics tool kit. UTM codes help you identify top-performing content based on

your marketing goals.

○ UTM Tracking allows us to cross check the data using the information reported both by Facebook and by our

CRM. That could be Google Analytics, Shopify, Clickfunnels, or any other software. This allows for more

accurate & informative reporting, which in turn allows for better decision making.

○ You will be amazed at what Facebook is telling you is happening vs what is actually happening on your other

softwares.

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IOS14 FB AD Hacks:
● ROI/LTV - Work on having more products and selling more stuff to your existing customers. They are the most

valuable asset of your business, and most businesses don’t take advantage of this mine of gold they have in their

own yard. If you are relying on Facebook ads to bring in steady profits for you or your clients, you are shooting

yourself in the foot. Ad costs are going to continue going up so building backend systems for your clients that

allow them to increase their client LTV without spending more on Facebook is CRUCIAL.

● BONUS: Use an advanced tracking system - If budget allows I highly recommend checking out certain

companies that are built to ‘’beat’’ the IOS14 updates. They are specifically designed to help with tracking, but

they are usually not cheap.

○ Companies you can check out:

■ Supermetrics

■ Hyros

■ Anytrack

■ Segmetrics
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IOS14 FB AD Hacks:
● Just run better ads - There’s only so much you can do to combat IOS14: fancy tracking softwares, UTM, API,

Variables, etc. The most important thing is that we as advertisers have to step up our game by creating better ads.

Running successful campaigns has never changed, it all comes down to just running good f*cking ads. There is no

simple trick that will allow you to 10x your results. Better creative, copy, funnels, offers are going to WIN no

matter what. So that should be your main focus. Facebook favors good creatives which get good engagement and

high click through rates over poor creatives that people simply scroll past. This results in lower CPM which results

in lower costs. Test, test, test: new videos, offers, audiences, placements, hooks, etc.

● Start implementing new platforms - Things like Youtube Ads, Google PPC, LinkedIn Ads, Tiktok Ads, are

becoming more relevant by the day & not putting all your eggs in one basket (Facebook) is going to be crucial to

long-term success as a marketing agency.

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