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With the launch of iOS 14, website event tracking among Apple users on devices running iOS 14 will be limited to those who opt in to accept data tracking. Verifying your website domain allows you to select the eight website events your business would like to track for iOS 14 users who come to your site via a Facebook or Instagram ad. For iOS 14 users who choose to opt in to data tracking on your website, you will only be able to track a total of eight event types for those users. From the full list of website events that Facebook is capable of tracking, you are able to select only eight events to track for all iOS 14 users who opt in.

Every advertiser is going to see changes in their campaigns, but it will affect large companies and e-commerce businesses more than smaller, offline advertisers. Smaller advertisers like Multifamily Housing, or Senior Living facilities, who are tracking and optimizing on contact forms, phone calls, and appointments scheduled, won’t see huge changes with their performance. Large advertisers who get extremely granular with their conversions (and measure conversions differently in each country or state they operate in) may see some changes in reporting and campaign performance. Once the new iOS14 update is live, Facebook won’t have as much data to use (depending on opt-out rates), and it will be harder to tell who belongs to one audience but not another if mobile users are opting out in high rates.

The launch of GA4 came with the addition of new metrics in Google’s latest analytics platform along with the removal of some commonly used ones. In the new platform the user’s engagement with the site is measured by how often they scrolled on the page and what actions they took when they were on the site This new metric will change the way marketers assess a campaign to encompass user actions that reflect active participation on a website or app. With new cross platform tracking analytics users can measure engaged sessions per user across apps and websites.

How to Set an Event as a Conversion in GA4 GA4 gives users a new way to set up conversions directly from the analytics platform. How to add events in GA4 With GA4, Google released a new way to create events. For instructions on how to use Google Tag Manager to set up events in GA4 check out this page. This event can be set as a conversion and then you can start tracking contact form submissions as conversions in your GA4 account.