iOS 14 Update: The Shocking Future of Facebook Ads
iOS 14 Update: The Shocking Future of Facebook Ads
Table of Contents
- Background of iOS 14 and the Impact on Facebook Advertisers
- The Battle between Apple and Facebook
- The App Tracking Transparency Prompt
- Changes in Data Collection for Advertisers
- Effects on the Identifier for Advertisers (IDFA)
- Facebook's Pre-Prompt to Apple's Prompt
- Changes in Ads Manager and Speculation
- Private Click Measurement and its Limitations
- Summary of Changes and Recommendations
In this article, we will discuss the impact of iOS 14 on Facebook advertisers and digital marketing agencies. iOS 14, the latest operating system for Apple devices, introduces changes that affect data tracking and privacy. These changes have sparked concern and confusion among advertisers, leading to a need for clarification and understanding. To shed light on this topic, we have interviewed Tom, one of our account managers with expertise in Facebook ads. Tom will provide insights on iOS 14 and address common questions and concerns. So, let's dive in and gain clarity on what is happening with iOS 14 and how it affects advertisers.
Background of iOS 14 and the Impact on Facebook Advertisers
Before we delve into the specifics of the iOS 14 changes, let's understand why they are happening. The root of this issue lies in the battle between Apple and Facebook over consumer data and advertising revenue. Apple, with its strong multi-revenue streams, seeks to capitalize on the advertising success of Facebook. To do so, Apple aims to gain a share of the advertising pie by implementing privacy measures that impact how data is collected and tracked.
The Battle between Apple and Facebook
At its core, the iOS 14 update is a battle between two tech giants: Apple and Facebook. Apple, with its diverse range of products and services, lacks an advertising platform. On the other hand, Facebook leverages Apple's products and user base for its advertising revenue. Apple sees this as an opportunity to claim a portion of the lucrative advertising market. This battle for consumer data and advertising dollars has resulted in the iOS 14 update.
The App Tracking Transparency Prompt
The primary change introduced by iOS 14 is the App Tracking Transparency prompt. This prompt will appear for every app, including Facebook and Instagram, and will ask users to choose whether they want to opt in or opt out of app tracking. If a user opts in, there will be no changes to data collection. However, if a user opts out, it will impact data collection for advertisers using the Facebook Ads Manager. Specifically, it will affect the Identifier for Advertisers (IDFA), which is crucial for tracking and reporting events such as website visitors and conversions.
Changes in Data Collection for Advertisers
Advertisers using Facebook's Ads Manager will experience changes in data collection due to the iOS 14 update. The IDFA, which assigns identification to Apple devices for tracking purposes, will be impacted for users who opt out of app tracking. This will affect the reporting of events such as website visitors, add to cart, and purchases. Facebook has come up with its own solution, known as aggregated event measurement, to fill in the gaps left by Apple's limitations.
Effects on the Identifier for Advertisers (IDFA)
The IDFA plays a crucial role in tracking user behavior and conversions. With the iOS 14 update, the IDFA will be limited for users who opt out of app tracking. This means that advertisers may experience a decline in data accuracy and delayed reporting for events such as purchases. However, Facebook's aggregated event measurement aims to address these limitations and bridge the gap in data tracking.
Facebook's Pre-Prompt to Apple's Prompt
To provide users with additional context and information, Facebook will display a pre-prompt before Apple's prompt on Facebook and Instagram. This pre-prompt allows Facebook to explain the benefits of app tracking to users and encourage them to opt in. While the exact content of the pre-prompt is yet to be determined, it is expected to increase the number of users who choose to opt in, thus minimizing the impact on data collection.
Changes in Ads Manager and Speculation
There has been speculation regarding potential changes in Facebook's Ads Manager, with suggestions that separate managers for Android and Apple devices may be introduced. However, Facebook has confirmed that there won't be two separate managers. Instead, there will be a few changes within the Ads Manager interface to accommodate the iOS 14 update. These modifications are expected to be similar to the regular updates and enhancements made by Facebook.
Private Click Measurement and its Limitations
Apple has proposed a method of measuring data called Private Click Measurement (PCM) to compensate for the limitations in its tracking capabilities. PCM aims to measure clicks and conversions while maintaining privacy. However, PCM has its limitations, as it does not track app-to-web conversions and cross-domain measurements. In response, Facebook has developed its own solution called aggregated event measurement to address these gaps in measurement capabilities.
Summary of Changes and Recommendations
In summary, the iOS 14 update introduces changes that impact data tracking and privacy for Facebook advertisers. There will be more control given to users with the App Tracking Transparency prompt, which may result in limitations in data collection for advertisers. However, Facebook has developed solutions such as aggregated event measurement to mitigate these limitations and ensure advertisers can optimize their campaigns effectively.
To adapt to these changes and navigate the iOS 14 update successfully, here are some recommendations:
- Verify your client's domains in Ads Manager.
- Prioritize the top eight conversion events based on your campaign objectives.
- Anticipate changes in attribution and analyze delayed attribution data.
- Test broader markets to counter the decrease in custom audiences.
- Utilize data from Shopify stores and other sources for a comprehensive view of performance.
- Encourage clients to invest in channel diversification, such as email marketing, for a more resilient marketing strategy.
- Focus on high-quality content to stand out in broader markets.
- Stay calm and carry on, as these changes are part of the continual evolution of the digital marketing landscape.
By following these recommendations, advertisers and digital marketing agencies can navigate the iOS 14 update and continue to drive successful campaigns on Facebook and Instagram. Remember, this is not a cause for panic but an opportunity to adapt and optimize marketing strategies.
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