If you’re in digital advertising, you probably know by now. The release of iOS 14, Apple is making the change so that users can decide whether they want their private user data published to various platforms to get personalized ads.
I’m not going to go FULLY into all the tech details.
Just the practical steps that’ll actually help for those that are interested.
PREPARING FOR THE UPDATE
You should implement the steps below for your own ads as well as you clients.
- Verify your domain in the business manager settings:👉 https://developers.facebook.com/…/domain-verification
- Setup the Conversion API instead of using Standard Events. You will be limited to 8 events, this should be enough to track each stage of your funnel though.
- Note that there will be delayed reporting of up to 3 days and the attribution window has changed to 7 days from 28 days. Use the Comparing Windows feature to see how conversions attributed to their ads compared across different attribution windows. This will help you better understand any changes in reported conversions that result from moving to a 7-day window. Export any historical 28-day view or click and 7-day view attribution window data you need.
- The historical data will still be accessible via the ads insights api, even after the changes go into effect.
- If you’re running app campaigns, you should read this: 👉 https://www.facebook.com/business/help/331612538028890
- Lookalike and custom audiences created from user behaviour, engagement and Pixel data will be affected but audiences using an email list or phone numbers won’t be.
- Enable value optimization, if you’re bidding manually/have a new ad account.
- Think about repeat purchases and other channels such as organic, competing ad platforms, influencer and email marketing, etc.
HOW MANY PEOPLE WILL ACTUALLY OPT-OUT OF TRACKING?
When iOS 13 came out, a similar popup was introduced for granting permission to apps to continue using their user’s locations when the app wasn’t in use. About half of users opted out of this.
WHAT SORT OF EFFECT WILL THIS HAVE ON OUR RESULTS?
Regardless of anything, this is something out of our control.
Even if everything DID go ridiculously downhill, every good advertiser should have the skills to:
- Learn to make their ads work profitably with the new change
- Move to a new platform (Even though this affects those too, it’s possible another platform could somehow have better average results)
- Move their clients over to organic, influencers, etc
Option 1 is where most of us will remain. And for anyone who decided to opt out and move to another platform they will decrease CPMs for us.
Every great advertiser has the skills to make any obstacle work. As long as you give yourself the time to figure it out, you’ll be fine.
It’s very vague at the moment. We won’t know until it happens.
Here’s some more info from Facebook themselves: https://www.facebook.com/…/apple-ios-14…/impact-on-ad s-marketing
Florind Metalla is the Founder and President at Business Marketing Experts, a leading Social Media Marketing agency in Toronto. He specializes in developing strategic online marketing campaigns that help companies grow through effective online marketing strategies, improved sales performance, and overall customer experience.