The digital marketing space has seen a lot of chatter concerning the iOS 14 update. More specifically, a lot of people are trying to figure out how the update will impact Facebook ads. Judging by Facebook’s response, at least some of this concern is warranted.
Most notably, the ability of an app to track activity outside the platform. To engage in this type of tracking, apps will need to ask permission. With many iPhone users expected to opt out of tracking, this is going to have a significant impact on Facebook ads.
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As an example, if you create an ad that directs a customer to your website for a purchase. Facebook will not be able to collect the conversion data for that interaction on users with iOS 14. If they do not agree to allow the tracking.
To help you get a better grip on what this update means for your Facebook ads, let’s take a look at some of the ways it might impact your marketing efforts on the platform.
Remarketing can be one of the most effective strategies for advertising on Facebook. However part of the reason it is so effective is because Facebook is able to track user interactions on your website using the pixel.
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If users choose to opt out of the cross-platform tracking. It is going to make it difficult to remarket to those users. We may even see some marketers filtering iPhone users out of some of their remarketing campaigns. Since they will still have the necessary data for users who are on Android or using a PC.
Some of the targeting options will also feel the effects of the iOS 14 update. Any custom audience that relies on website data could be diminished when Facebook can’t get the cross-platform data.
The same may also be true for custom audiences based on app activity. Facebook’s lookalike audiences may also see some issues as a result of the update.
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As an example, if you wanted to create a lookalike audience based on people that visited a product page on your site, the sample will exclude any iOS 14 users that did not opt-in.
Another reason Facebook has always been so popular among advertisers is the ability to deliver personalized ads based on the audience. Without the pixel data, this is going to be harder to do.
You will still be able to deliver personalized ads to users that are not on iPhones, and you could find some workarounds by building audiences manually, but it is going to lead to a de-personalization of some ads.
Reach With Less Precision:
Facebook’s reach has offered significant value to many small businesses. While the reach will still be there, it is not going to be as precise as it was in the past.
When Facebook can’t collect cross-platform data on a significant portion of its audience. It is bound to have an impact on the precision of some of the targeting options.
Marketers will still be able to cast a wide net. But in some cases, they won’t be able to do it with the precision that was available in the past.
While this will be a challenge for marketers, it is not going to put an end to the value of Facebook advertising.
Facebook is already developing tools and processes to mitigate some of the effects. And digital marketing professionals are pretty resourceful when it comes to finding ways to reach their goals.
With that said, more businesses will probably need to turn to a Facebook advertising company if they want to continue to see success with marketing on the platform.
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