Making ready our companions for iOS 14: Cell Net Promoting

In June 2020, Apple announced a new AppTrackingTransparency framework for iOS 14 that would require apps to display a daunting prompt that will have serious implications for businesses that advertise on mobile and on the web. We do not agree with Apple’s approach and solution. We know how disruptive Apple changes can be to your business and we are committed to helping you manage them.

In early 2021, Facebook will start displaying Apple’s App Tracking Transparency (ATT) prompt. As soon as Facebook and Instagram display Apple’s ATT prompt, those who optimize, target and / or report mobile web events using one of our business tools will be affected as Apple restricts data sharing.

To keep disruptions as low as possible, we are providing you with an update today with our solutions that require actions that you can take immediately and actions that you need to plan in early 2021.


Aggregate event metering: Facebook will introduce aggregate event metering to help measure web events from iOS 14 users as soon as Apple needs the ATT prompt. It’s designed to help you measure campaign performance so that it is in line with consumers’ choices about their data.

Event restrictions: You can only use 8 conversion events per domain (i.e. 8 or per domain). You don’t need to make any changes to the Pixel or your Conversions API implementation, as the event selection will be in the Events Manager from early 2021.

  • Ad sets optimized for an event beyond the prioritized 8 are paused.
  • The 8 conversion events per domain are sorted according to priority. If a user has completed multiple events (i.e., “Add to Cart” and “Buy”), only the higher priority event will be reported.
  • After the initial configuration, the domain owner can use the event manager to configure which 8 events are tracked for a particular domain.

Actions to be taken now:

Domain verification in Business Manager: We ask that you verify your domain using the steps outlined in Facebook Help. This is important for businesses with pixels that are shared by multiple business managers or personal ad accounts. Domain validation does not ensure any immediate or future disruption to the configuration of conversion events.

Note: The domain check must be carried out in the effective top-level domain plus one (eTLD + 1). For example, for,, and, the eTLD + 1 domain is

Schedule 8 conversion events per domain: If you are using more than 8 conversion events per domain for optimization or reporting, create an operational action plan with 8 conversion events per domain based on your business priorities. You don’t need to make any changes to the Pixel or Conversions API implementation as the event configuration is done in the Event Manager.



  • VO changes from the ad manager to the event manager and the value set needs to be activated.
  • If you have previously used VO, value sets are automatically assigned based on historical data and activated in the Event Manager.
  • If you are authorized and rarely use VO or have never used VO, value sets need to be configured manually.
  • You can have a maximum of 8 value sets. Note: When activating value sets, 4 of the 8 events that are allowed for campaign optimization and reporting for a particular domain are automatically used.
  • For best performance, events with value sets enabled should be placed in higher priority slots in the Event Manager.

Actions to be taken now:


There are no specific changes to dynamic ads for retargeting. However, it may decrease performance and audience size. We expect minimal impact on you when using dynamic ads to reach large audiences.

Actions to be taken now:

  • Check the product URL domains in the catalog feed and avoid using URLs that redirect users to a different domain.
  • Prepare to use just 1 pixel per catalog to optimize prioritized conversion events for all catalog items.


Ad reporting (Ad Manager, Ad Reporting, Ads Insights API):

  • 28-day click-through, 28-day view-through, and 7-day view-through attribution windows are not supported. Historical data for these windows remains accessible through the Ads Insights API.
  • Statistical modeling is used for certain attribution windows and / or metrics to account for the lower data availability of iOS 14 users. Communicate in-product notes when modeling a metric.
  • Certain association windows have partial reports, and the metrics do not include all events from iOS 14 users. Communicate in-product notes when a metric is partial. This will start in early 2021.
  • Delivery and action crashes are not supported for offsite conversion events.
  • Offsite conversion events are reported based on when the conversions were made, not when the ad impressions were made. As a result, you may notice small fluctuations in cost metrics as the cost per conversion reflects spending over a period of time divided by conversions made over the same period, whereas today cost per conversion is a reflection of spending over a period divided by conversions powered by Ad impressions that occurred during the same period.

Attribution window selection: We will be replacing the account-level attribution window with a new ad-set-level attribution setting that will be accessible during campaign creation. This attribution setting ensures that the conversions we measure are the same as those used for campaign optimization, and allows for increased flexibility and clarity in analyzing ad performance. We’re going to introduce a new API parameter to allow querying results based on this new attribution setting.

For automated rules: In early 2021, the attribution window settings for existing and newly created automated rules will no longer be supported, and a standard 7 day click window for non-iOS conversions and the SKAdNetwork window for iOS conversions will be implemented.

Action to be taken now

Prepare changes to the attribution window (expiration of 28-day click-through, 28-day view-through, and 7-day view-through windows):

  • Use the Compare Windows feature to see how conversions that are attributed to ads are compared in different attribution windows. This allows you to better predict the impact of changes to the attribution window on reported conversions.
  • Update any automated rules that currently use a 28-day attribution window to avoid unexpected spending adjustments once the new default 7-day click window goes into effect.

DEVELOPER APIs (Marketing API, Ads Insights API, Targeting API)

Numerous endpoint changes: Our Marketing API, Ads Insights API, and Targeting API contain endpoint changes as per the changes referenced in the Event Management, Deployment, and Measurement sections of this document.

What can you do now?

Take action on the changes mentioned on this blog and review the changes to our APIs. These have not yet come into force and cannot currently be implemented. However, we would like to inform you as soon as possible. You can view the changelog here.

What you should plan for early 2021:

Implement API changes: We assume that API updates can be implemented by mid-January 2021. Some of these changes can result in changes being made on the same day. Technical information on API changes that will be required in early 2021 will be published in our developer documentation.

For information on the impact of iOS 14 on app-based developers, please see our separate developer blog post here.

Please refer to our change log for information on planning changes to our Marketing API.

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