In January, Meta provided an updated response on how they’ll be handling IDFA and attribution when Apple enforces the ATT framework in an upcoming iOS 14 release. Meta’s guidance for app advertiser’s can be found here and for web advertiser’s can be found here.
Branch customers running Mobile App Install (MAI) and App Event Optimization (AEO) campaigns on Meta will need to update their Branch SDK (this was already required for SKAdNetwork compatibility) and Facebook SDK (if used). Advertisers will also need to take some Meta-specific actions listed below, including setting up a new Meta ad account for iOS 14.
Our current understanding is that Meta's web attribution changes will not affect Branch or the use of Branch Links in web campaign types, but we are working with Meta to understand the full impact of these changes.
Meta is planning on making SKAN data available via the Ad Insights API soon. Before then, MMPs will not have visibility into this data for our mutual advertisers.
Key Takeaways
Meta will ask users for tracking consent via the ATT prompt
Apple’s iOS 14 will give apps the ability to ask users for tracking consent, including access to IDFAs. Although previously they had announced that they would not be using Apple's ATT framework, Meta decided they will be asking users for tracking consent via the ATT prompt, meaning Meta will also have access to user IDFAs within their family of apps (Facebook, WhatsApp, Instagram, Messenger).
Meta will use a Conversion Bit Schema to map SKAdNetwork conversion-values
If the customer is using the Facebook SDK (or any other implementation option) for SKAdNetwork, the conversion value mapping will be configured using Meta's Events Manager.
If using the Branch SDK for SKAdNetwork, Meta will use a Branch-provided API endpoint to pull the customer's SKAdNetwork Conversion Bit Schema (the mapping of SKAN conversion-value events). As of late January, we are in the final stages of testing this new API with Meta. Once tests are complete, FB and Branch will be able to start test campaigns with this new functionality with our mutual advertisers.
Meta will continue to provide support for Mobile App Install (MAI) and App Event Optimization (AEO) campaigns
Advertisers should update their app for iOS 14 by using either a new version of the Facebook SDK, or an updated SDK from a compatible MMP.
The updated Facebook SDK (v8.1 or above) will also enable apps to send a flag to Meta to restrict data use on a per-event basis. If advertisers decide not to send Meta a flag indicating an iOS 14 event is opted-in for tracking, Meta will restrict their use of that event. For advertisers relying on the Facebook SDK to send App Events, only the updated SDK version allows events from users on iOS 14 to be used for optimizing app ads.
For advertisers relying on the Branch SDK to send App Events to Meta, Branch will use the value of the device's limited_ad_tracking parameter to determine whether events should be sent to Meta. This parameter is set based on the user's response to the ATT prompt for that app.
Meta's Recommendations to Customers
Update to the latest versions of the Facebook and/or Branch SDKs, depending on which SDKs an advertiser has integrated into their app:
Only the updated Facebook SDK: Meta can provide both MAI and AEO campaigns.
Both updated Facebook SDK + Branch SDK: Meta can provide MAI and AEO campaigns as long as events are funneled through the FB SDK.
Only the Branch SDK: MAI and AEO campaigns will be enabled once Branch completes testing of Meta's new Conversion Bit Schema (sending a JSON mapping of conversion values/events to an API).
Plan to operate all iOS 14 campaigns using:
1 Ad Account
9 Campaigns
5 Ad Sets
Implement the new “Advertiser Tracking Enabled” flag to enable matching for people using iOS 14.
For events collected via the Branch SDK, this flag is controlled by the value of the device's limited_ad_tracking parameter. This parameter is set based on the user's response to the ATT prompt for that app.