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PANIC! What should I do?
PANIC! What should I do?
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Guest
Guest
Oct 09, 2025
1:32 AM
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Make no mistake: your organic content will suffer too
Ultimately, your organic content may also suffer from this Apple pop-up. The reason is quite simple: if many people block tracking, Facebook's artificial intelligence will become increasingly less accurate in assessing whether people actually like your posts.
Whichever way you look at it, the algorithms are largely based on human behavior. This will therefore become more difficult to measure. This could even lead to less relevant content in the timeline, which may lead people to use Facebook less.
Wait. No more remarketing because of iOS 14?
Yes and no.
People will see a pop-up on their iOS device offering them the option to stop being tracked by Facebook. If they choose not to be tracked, it will no longer be possible to remarket users based on actions they've taken on their mobile devices.
For example: Eliza sees an ad for her favorite pair of shoes and decides to click. It's such a great deal that she immediately decides to buy the pair on her phone. She pays, and the next day she's walking around in her new shoes. Fantastic, right?
For the shoe store's marketer, it's a different story. Because Eliza opted out of being tracked during the iOS 14 update, Facebook couldn't measure sales, (mobile) website visits, or even ad interaction. So the marketer doesn't know how many conversions the ad generated, and perhaps even worse: neither does Facebook. This makes it much harder for Facebook to optimize campaigns due to a lack of essential data.
However, this drastic change doesn't immediately mean the end of remarketing via Facebook or Instagram. Browser pixel events will still be sent via the website (provided your visitors aren't using an ad blocker). CAPI ( Conversions API ) events will also be sent to Facebook. More on that later.
Can I still use custom & lookalike audiences?
Yes, you can still use custom audiences and lookalike audiences . Even if you use the Conversions API, you'll still be able to use custom and lookalike audiences. However, the effectiveness of these is expected to diminish over time, as Facebook receives less data overall, and audience sizes will therefore become significantly smaller.
Optimize for up to 8 conversion events per domain
Facebook announced in a recent webinar that all advertisers will be limited to eight conversion events per domain for optimization (both standard and custom events). Initially, Facebook will automatically configure this for businesses based on what they believe are appropriate events for your business. Of course, as a marketer, you don't want to lose control. Therefore, they've indicated that you'll soon be able to customize these events yourself via a new tab in the Events Manager.
It's important to note that these eight events will be reported based on a ranking of the last 28 days. For example, suppose a user added something to their cart, later purchased the product, and the "add to cart" and "purchase" events were sent to Facebook. In that case, only the "purchase" conversion event will be reported.
If there's one thing we know for sure in life, it's that change is the only constant. Especially in our wonderful field of marketing. Of course, I can imagine that if you've read this and are ultimately responsible for marketing, you might be a bit shocked. Here are some practical things you (or your team) can do right now to mitigate the impact.
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