Apple’s new iOS 14 update and its impact on advertising
As marketers, we all knew that Apple’s iOS 14 update would affect our advertising strategies. The new iOS 14 update now allows Apple users to opt out of data sharing every time they download an app. This is changing the game because advertisers have relied on data sharing for both paid search and social pay to collect data and derive ad targeting decisions.
How to adjust your campaigns to get the most out of the iOS 14 update
In this article, we review the impact of iOS 14 and how advertisers can change strategies and adjust marketing efforts in response to the operating system update.
What changes with iOS 14?
Apple’s latest changes to their privacy and sharing policies, also known as Apple’s App Tracking Transparency Framework, are tied to a series of numbers called the Advertiser Identifier (IDFA). Each iPhone mobile device comes with its own identifier that gives advertisers aggregate data about user behavior and preferences.
Previously, Apple users had to go into their settings app to disable data sharing features. The new iOS 14 update gives iPhone or other iOS device users a pop-up message every time they download a new app (and when they open already installed apps) asking if they want to give the app access to track your activity across other apps and sites.
What is the impact of the iOS update?
When users decide to opt out of app tracking, this new operating system does not allow advertisers to easily target or exclude the user we used to be able to. While some may agree that this new update will give users more control over their privacy, other marketers are concerned that many users of Apple or iOS devices will choose the “Ask app not to track” option when the new pop up is displayed, which will prohibit the application from collecting data about the items that users click on, download or purchase in the app to share it with other companies / sites for advertising purposes. This change will not happen overnight, but over time, the adoption rate of iOS 14 will increase and more users will opt out of app tracking.
Why is this such a big deal?
This is the type of data that advertisers use to personalize ads to users, so if your business relies on ad campaigns as part of your localized marketing strategy, this iOS update will have a big impact. Facebook Pixel can no longer store information and inform ad campaigns to users who choose to opt out of tracking. In addition, Facebook reporting no longer includes off-platform actions (site events) such as users who opted out of tracking, and only tracks a small number of targets due to pixel restrictions, causing potentially inaccurate reporting.
While this seems worrying, there is a new game plan. Keep in mind that users are still out there and spending just as much time on their social platforms, and you still have the opportunity to advertise. But the rules were changed and there are a few actions you can take to maintain efficiency. More importantly, you will need to consider the way you measure success to ensure that your advertising efforts continue to generate results for your business.
Here are the steps you need to take to ensure that your Facebook advertising effectiveness remains strong. (Note that this may change as more updates come from Facebook.)
Confirm your domain and prioritize the top 8 events you would like to track through your pixel. This was the very first requirement that Facebook made to keep up with iOS 14 changes. Enable maximum value optimization. This is a way to tailor campaigns that allow advertisers on Facebook to bid on the most valued users who are likely to take the desired action on your site. This can help you get a higher return on your advertising spend. It is important to note that you must meet the qualification requirements for value optimization. Consolidate campaigns where possible due to limited signals from users who have opted out of app tracking. We need to be extra careful and strategic about how many campaigns, adsets and ads we launch. As we expect to receive little or no signals from users who have opted out of app tracking, we’d like to gather results and learn how to make better optimization decisions while adjusting campaigns on Facebook Ad Manager. Adjust the frequency and times of day you optimize your ad account based on Facebook platform updates and the limited attribution windows. While each advertising campaign / account has different goals. iOS updates now cause delays in reporting and limited data, resulting in interruptions in the way you optimize ad campaigns. You may notice data layers and certain data distributions, such as dynamic ad material, will no longer be available due to iOS 14. This requires you to optimize based on older data. Changes may vary depending on the goals of your campaigns and the attribution window you use. For example, 1 day click accrual uses statistical modeling to account for some iOS conversions that we can’t count directly, while 7 day clicks do not. Use additional data sources instead of just the Facebook pixel to draw optimizations and business decisions.
As fewer reported actions are shared across all advertising platforms due to users opting out of app tracking, it’s crucial to look at the bigger picture when making decisions and consider more data sources.
Track your total website revenue / lead volume while considering% of spend across all advertising platforms. This can help understand the impact and trends that each platform has on the entire company. A good way to start is to analyze GA and / or total revenue / growth beyond% of advertising spend. First-party data In the last few years, privacy laws and consumer regulations have begun to crack down on sales and sharing of user data to external parties. Now with Apple’s iOS 14 rollout, we’re once again reminded why first-party data – which holds this information between a site and its users – has become increasingly crucial to digital marketing strategies. Learn how DataQ enables your first-party data to seamlessly connect to email service providers and digital advertising platforms.
The world of advertising on social media platforms is constantly changing and one size does not suit everyone. As an agency, our top priority is to keep up with platform changes and ensure that all our clients adapt their marketing strategies accordingly to maximize returns and maintain efficiency. We guide our customers to success by using the most accurate data, following the latest best practices, and refreshing advertising material. It is important to remember that the way to measure success on every paid social platform is always changing and will continue to evolve, but taking the right steps quickly will allow your business to grow continuously with less / shorter disruptions.