In short, Apple announced a new iOS 14 AppTrackingTransparency framework, requiring apps (including Facebook and Instagram) to show a discouraging prompt when users click through to a third-party website (eg. your own website). This prompt will ask users to agree or decline to their movements being tracked across the website they’re attempting to visit. The users’ decision will determine to which degree your tracking abilities will be restricted. In response to Apple’s prompt, Facebook has been forced to reimagine some aspects of Business Manager. For Facebook and Instagram marketers, this means changes to account set-up, targeting, optimisation and reporting. These changes are already being rolled out and impact all advertisers, even if you aren’t targeting iOS users.
Apple released these changes on 26 April 2021. These have already impacted how we receive and process events from tools like the Facebook Pixel and SDK. As of 10 May, the global opt-in rate is sitting around 13%. As more people opt-out of tracking on iOS 14, statistical modelling will be used to account for some conversions, website data reliant audience sizes will decrease and audience cross-over will become more and more difficult to prevent.