How Apple’s iOS 14 Privacy Settings Affect Your Facebook Ads

February 22 / Clare J. / filed under Pay-Per-Click

Facebook on an iphone next to a laptop

There’s been a lot of buzz online about the changes coming with Apple’s new operating system, and how they will affect the way Facebook’s Ads Manager targets and optimizes its campaigns. It seems like a small change, but it could have a big impact on your Facebook ads. Here’s our breakdown of what is happening, and how it may affect your Facebook advertising campaigns:

What is happening?

Facebook has announced that Apple’s new mobile phone operating system, iOS 14, will impact how Facebook tracks and processes conversion data. Businesses that advertise on Facebook’s mobile app, or optimize and target their ad campaigns using web conversion data will be affected by this change. With the rollout of iOS 14, Apple phones will prompt Facebook app users to opt in to being tracked by the Facebook Pixel. They also have an option to opt out. Facebook users have never been given the option so directly to opt out of targeted advertisements. 

Why it Matters 

It’s likely that given the choice in such a direct way, more users will choose to opt out. Why is this a big deal? Well, the Facebook pixel is what advertisers use to build remarketing lists and track conversions. This means that advertisers will have less information about their users, and advertisements will be less personalized. 

How Your Account Could Be Affected

There are a couple noticeable changes that you may see over time after iOS 14 is rolled out. These include fluctuations in audience size and total conversions in Facebook data.

However, it’s important to note that all data is not lost with this change. If you are using Google Analytics  and have your ads tagged appropriately you could still see goal conversions within that platform attributed to Facebook. It’s also important to look at the device breakdown within your account. This change only affects users of Apple products, like iPhones. Users using an Android device will not be shown this message.


Although this is a big change on the horizon, rest assured that our team at Chair 10 Marketing is continuing to stay up-to-date on the changes coming to Facebook advertising, and we are learning new ways to optimize Facebook ads despite these new changes.