Apple has slowly begun to roll out its new iOS 14 update on their devices, and it is being met with apprehension from marketers and business owners. While this update is exciting for consumers, it is placing a disadvantage on Facebook advertisers.
Here, we’ll break down what you need to know about the update and how to pivot your Facebook marketing plan around it.
What is the iOS 14 Update?
The iOS 14 update’s most controversial feature is its data sharing policy. Apple wants users to have more control over their privacy and who gets access to their data. Before this update, Apple users could turn off their data sharing by going into their phone’s settings and switching it off.
With this update, whenever a user downloads an app from the Apple Store (like Facebook) they are shown a notification card which states, “Facebook would like your permission to track you across apps and websites owned by other companies. Your data will be used to deliver personalized ads to you.” The user must then choose “Allow Tracking” or “Ask App Not to Track.”
The problem? When most users are confronted with this card asking them to opt-in or out, it is suspected that most will opt-out.
How It Will Affect You
When users don’t allow Facebook to track their behaviour on other sites and apps, it is unable to collect information about them. The hyper-personalized ads you can create through Facebook will no longer be as personalized since Facebook won’t have access to the data.
Your reporting from Facebook Ads will become inaccurate because the iOS users who chose not to be tracked will not have their information collected or used in these reports.
Ads on Facebook that are used to connect users to an e-commerce website will be unable to report on the actions that the user took after clicking the ad. This significantly decreases the advertiser’s ability to understand which ads are more effective than others.
How to Plan Your Marketing Around This Update
Until the full rollout of this update is complete, we will not know its complete effects. Until then, here are some things you can do to plan your marketing around it.
- Target Androids Only
Since a portion of iOS users will opt-out of data sharing, any information collected from iOS users will be incomplete. This update does not affect Android users.
- Prioritize Your Pixels
If you use Facebook pixels to monitor your ads, this update requires you to place no more than eight on any domain. You must choose the eight pixel events and custom conversions that are most important to you.
- Use Internal Tracking
Use your website builder’s internal tracking system to monitor ads placed on your website instead of relying on Facebook.
Leave Your Facebook Marketing to the Experts
SocialEyes Communications stays up to date with all changes to platforms that affect our clients’ marketing plans. When you’re ready to grow your online presence, increase conversions, and get more customers or clients, we’re here to help. Contact us today to get started.