The digital landscape is changing frequently, and privacy is constantly the main focus, both when it comes to legislation and technological development. 

In 2018, GDPR came into effect, a new and stricter privacy legislation. Companies around the world had to adjust their data privacy processes. When it comes to marketing, stricter requirements were set for consent as a basis for processing personal data. GDPR was just the beginning, and now Apple is next in line with its iOS 14 update.

Privacy first: A timeline of a changing digital landscape.

AppTrackingTransparency (ATT)

Are you an iPhone owner? With the latest iOS 14.5 update and the AppTrackingTransparency (ATT) framework it implements, there will be greater transparency around tracking that happens in apps. 

ATT will give you a better understanding of how each app uses your data and gives you the ability to choose whether you want to be tracked or not. This means that all apps will now request tracking permission and you can turn the tracking on and off at any time in the privacy settings either per app or for everyone together. You choose whether you want to share your location, your photos, your microphone and your camera. Apple says iOS 14 gives you more control over the data you share, and more information about how it is used.

Examples of app privacy description of how each app tracks you and pop up for permission to track.

What consequence does this have for Facebook?

As a private person, you generally have greater control over your data, but as an advertiser, the update will have an impact on your Facebook campaigns. As a consequence, Facebook came up with changes under their Aggregated Event Measurement (AEM). AEM limits, aggregates and delays data. This entails changes for everyone who advertises with Facebook when it comes to campaign setup, targeting, measurement and reporting of Facebook campaigns.

You can be sure that we at Ticketmaster are a partner for you through these changes. If you have active Facebook campaigns, you can read more in our FAQ below.

You he read more about the iOS update and Apple’s privacy changes here and information from Facebook about advertising and reporting can be found here. Information from Facebook about how this affects pixel tracking can be found here.

FAQ: How does the iOS 14 update affect my Facebook campaigns?

What is Facebook Aggregated Event Measurement (AEM)?
In connection with Apple’s iOS 14.5 update, Facebook introduces Aggregated Event Measurement (AEM). AEM is a protocol that allows measurement of specific web events from iOS 14 users. It entails changes for everyone who advertises with Facebook when it comes to campaign setup, targeting, measurement and reporting of ad campaigns.
What do these changes mean for my Facebook campaigns?
It entails changes for everyone who advertises on Facebook when it comes to campaign setup, targeting, measurement and reporting of ad campaigns.
The following changes will take effect:
• You can only have 8 conversion events per domain. This includes both standard events and custom conversions for optimization. Facebook will suggest which 8 they think are relevant, but this can be manually changed inside the events manager.
You also need to rank conversion events by priority.
• Changes in measurement: New will be 7-day click and 0-day view (before 28-day click and 1-day view). This results in a lower number of reported sales via Facebook campaigns.
• Change in reporting: Facebook will report WHEN the sale took place (previously it was time to show the ad). In addition, there may be a delay of 24 – 48 hours until a conversion is reported from an iOS user.
What will I lose when the changes are implemented
• You will lose data & reporting on those who actively say no to tracking via the latest iOS14 update.
• If you have campaigns that optimize against purchases at Ticketmaster, you must change the optimization to “Landing page views” or “link clicks”. This is due to Facebook’s new restrictions.
• Lower reported sales figures: The proportion of iOS 14 users who refuse tracking in connection with the update AND Facebook changes cookie policy to 7-day click and 0-day view (before 28-day click and 1-day view).
Is there anything I need to do in my Facebook Campaign Manager?
Yes.
1) You need to verify your domain with your Facebook Business Manager.
2) You need to see if you want to make any changes to the Top 8 conversion events.
3) If you have campaigns that optimize against purchases at Ticketmaster, you must change the optimization towards landing page views or link clicks. This is due to Facebook’s new restrictions.
Can I still implement Facebook pixels on Ticketmaster.com.au?
Yes, you can still implement your Facebook pixel on Ticketmaster.com.au, and you can create custom audiences from pixels and report on purchases on the campaign, BUT you will not see purchases from users who have chosen to “opt out” from being track via iOS 14. You can NOT optimize your campaign for purchases so you must update your campaign against landing page views on ADP / EDP / VADP (purchase page) your page on Ticketmaster.com.au or to your own website.
Can I still optimize my Facebook campaign towards purchases and CPA?
No. Campaigns on Facebook must be set up to optimize against clicks or landing page views on their purchase page on Ticketmaster or against your own website, for example a “buy tickets here” button on their own website.
Can I still get reports in Facebook on sales through my campaigns?
Yes, if you have Facebook pixels implemented on Ticketmaster.com.au, you will still be able to report on sales via your Facebook campaigns. There will be somewhat lower sales figures as you will not receive data on those who have chosen to “opt out” from iOS 14, in addition to the fact that Facebook has changed its cookie window to 7-day click and 0-day view (before 28 days click and 1-day view). This together will result in lower sales figures via your Facebook campaigns.
Can you verify our Facebook account for Ticketmaster’s domain?
No, this is due to Facebook’s new restrictions. If you have campaigns that optimize against purchases at Ticketmaster, you must change these to optimize against landing page views or link clicks to their event pages on Ticketmaster.com.au or your own website.
Are these changes something that only applies to Ticketmaster?
No, these are changes from Apple and Facebook that apply to all countries and all businesses that run advertising on Facebook for iPhone users.
How much data will I lose and are there many who choose to opt out from iOS 14?
We do not know yet, but in Australia, Apple iOS has a high market share and since everyone must actively choose to “opt in”, we believe there are opportunities for some consumers to actively say no to tracking in the new iOS 14.
Does this apply to all Apple devices?
No, iOS 14 only applies to mobile devices, not tablets and Macs.
Where can I find more information about Apple iOS 14?
You can read more on the Apple page pages: https://developer.apple.com/app-store/user-privacy-and-data-use/
Where can I find more information about Facebook AEM?
You can read more on Facebook’s pages: https://www.facebook.com/business/help/721422165168355
When will iOS 14 and these changes take effect?
The changes will be rolled out from 26 April 2021.
I have questions to Ticketmaster about this, who can I contact?
Contact your Ticketmaster Representative for more information