How to fix Facebook ads after the iOS14 update
Anaita explains three fixes for Facebook ad performance drops caused by iOS14 tracking changes: widening retargeting windows, using conversions as the sole goal metric, and swapping lookalike audiences for detailed interest-based targeting. The takeaway is that lookalike audiences became less reliable post-iOS14, so founders need to adapt their targeting strategy and keep testing.
The lessons
Widen your retargeting window to 180 days and exclude recent purchasers to rebuild audience size after iOS14.
Set conversions as the only goal metric for both awareness and retargeting campaigns.
Replace lookalike audiences with detailed interest and behavior targeting since lookalikes became less accurate.
Always run A/B tests on your Facebook ad campaigns.
Questions people ask
Why aren't my Facebook ads working anymore after iOS14?
The iOS14 changes made it much harder to retarget people who previously visited your site, hurting ad performance. Anaita fixed this by expanding her retargeting pool to 180 days, focusing on conversions as the goal metric, and switching from lookalike audiences to detailed interest targeting.
Transcript
When you go to check your Facebook ads and see the results after iOS 14, your Facebook ads are probably not working anymore. Because of iOS 14 changes, it's very hard to retarget people that you were retargeting before. Here are the three things that I did to get Facebook ads back on track. One, when you are retargeting, you need to expand the pool of people.
So rather than target website visitors in the last 30 days, target website visitors in the last 180 days and exclude people who made a purchase in the last 180 days. Number two, this is controversial, but it works really well for me. For both awareness ads and retargeting ads, only use conversions as your goal metric. And number three, for brand awareness, don't use lookalike audiences anymore.
Use detailed targeting to target interests and behaviors and brands that are similar to yours. I find that lookalike audiences aren't as accurate anymore. And as a bonus tip, always use A-B testing. I hope this helps.
