When the iOS 14.5 was pushed to Apple devices, IDFA was no longer an automatic opt-in. Prior to iOS 14.5, Apple automatically opted-in device users to its IDFA (Identifier for Advertisers), which is akin to a cookie that allows third-party advertisers to track conversions on mobile devices. To make a long story short, iOS 14.5 flipped the script on pixel-tracking for iOS devices this year. To understand the value of on-Facebook lead generation tactics, we need to understand why they’re so important now. In this column, you’ll learn the step-by-step process to put them to work for you.
In fact, Facebook lead forms and Messenger are a relatively untapped and efficient way to drive lead flow immune to the tracking woes caused by iOS 14.5. It has been an undeniably interesting year running Facebook advertising campaigns.Īpple’s implementation of iOS 14.5 caused, at best, a shift in our ability to track and attribute campaigns that rely on pixel data.Īt worst, it has made Facebook a less attractive advertising platform for direct response-oriented advertisers.īut pixel-based conversions aren’t the only way to drive results within Facebook.