If you’re a marketer working on platforms such as Facebook, you’re anticipating to see how this IOS14 update affects things and it’s starting to roll out. I have to admit, I’m a bit nervous myself. This seemingly can really affect the way we optimize ad performance as marketers if data is not being passed back to these platforms we depend heavily on for traffic, etc.
OK..WHAT IS THE IOS14 UPDATE AND HOW WILL IT AFFECT DIGITAL MARKETING? (if you haven’t heard by now…)
Apple recently announced that, as part of the iOS 14 update, it will be giving users the choice to block the IDFA identifier at the app level. Among other changes, what this means is the iOS 14 update will require apps to ask users for permission to collect and share data.
According to reports, Apple has taken the strategic stance that privacy is a user right and is currently taking steps to grant users more ability to opt-out of any type of targeting or tracking. This change is expected to occur across Apple’s entire product portfolio.
SO, IN LAMENS TERMS, WHAT DOES THIS MEAN?
Basically, when consumers use apps like Facebook, Instagram, etc, their Apple device (given it has the updated version of IOS 14,) will ask them if they want that app to track their data like visits to websites, purchases, etc to pass back to those apps.
Updates to iOS 14 will lead to less tracking of people on mobile devices. This will impact the pixel and everything associated with it (conversion tracking, optimization, targeting). It will impact mobile app ads.
This means that users can very easily opt out of allowing any apps in the Facebook family (Facebook, Messenger, Instagram and WhatsApp) along with apps using Audience Network (which is a placement option in Facebook advertising) to, amongst other things:
- Display targeted ads to these users
- Share data (like location, advertising profiles or email info) with third party advertising networks for retargeting or audience lookalike type ads
Essentially, this could mean that a significant portion of the population who could previously be advertised to on Facebook, Instagram and via third party sites on their iPhones, iPads and other Apple devices, will simply no longer be part of the audience that businesses are able to reach on these ad platforms.
HOW CAN I TRACK PERFORMANCE OF MY FACEBOOK / INSTAGRAM ADS?Â
Facebook has already taken steps to guide advertisers into what can be done to prepare for this. While things arent very clear as of now, I strongly suggest you read these Facebook post:
WHAT STEPS CAN I TAKE SHORT-TERM TO REMEDY THIS SITUATION?
Here are some steps you can take which I think can HELP and be of use to optimize ads for performance.
- You can segment all your ads to target only IOS devices and then create its own ad set for that device with those ads.Â
- I would segment Facebook ads by Desktop as well.
- Retarget using email contacts and stop relying heavily on pixel target creating a contacts audience to expand retargeting and LOOKALIKE audience.
I think those small steps can really help sort some optimization issues.
