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Facebook - iOS 14.5 updates

November 15, 2021

iOS 14.5 makes roller coasters look like a walk in the park.

With all the twists, turns, and drops we’re all feeling a little queasy. Take a deep breath, the Pilothouse team has you covered.

A little background…

Facebook uses a pixel system (now with their Conversions API) to track sales that happen on a site.

It’s dynamic and powerful in tracking user journeys with the brand and through the consideration period / funnel.

Historically, the pixel (say a year ago) would track roughly 85–99% of total sales in Shopify, if set up correctly.

The latest update: 👇

Over the past couple of weeks, we've seen the pixel continue to receive events from Shopify. However, we've seen a reduction in the number of events processed, with the remainder being discarded.

Review your purchase Event Overview for a breakdown of your pixel events.

Some brands are reporting < 60% of total Shopify sales being processed on the pixel, even when the CAPI integration is set up.

The Challenges:

Facebook only models 1-day click sales, so brands with greater consideration on, say, 7-day click are likely running into greater processing issues when Facebook attempts to process events or use them for measurement and optimization.

With a sharp decline in processing of events, a significant portion of sales likely aren't being attributed to ads.

Where that user piece comes in is how the opt-out portion affects it directly, since some users also aren’t having sales attributed within this.

🚨This can negatively impact your business’s bottom line if you pull back your spend where you shouldn’t, lean into what you know as a marketer and don’t rely heavily on the algorithm – which could be heavily affected as well.

Knowing your overall store numbers and looking closely at sources like Google Analytics are more important than ever.

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