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Maximize Your Facebook Ads Amidst IOS 14 Update

Published on: November 17 2023 by Upthrust

Maximize Your Facebook Ads Amidst IOS 14 Update

Table of Contents

  1. Introduction
  2. Background: The Battle Between Apple and Facebook
  3. The Impact of iOS 14 on Advertising
    • 3.1 The Opt-in Pop-up for Data Tracking
    • 3.2 Limited Use of Data and Its Impact on Tracking and Retargeting
  4. Actions Required for Advertisers
    • 4.1 Verifying your Domain
    • 4.2 Selecting and Prioritizing Events
    • 4.3 Installing the Conversion API
  5. Moving the Conversation to Your Own Channels
  6. Expectations for Less Reliable Data in Business Manager
  7. The Importance of the Halo Effect
  8. Leverage your CRM for a Direct Channel
  9. Separating Testing and Scaling Campaigns
  10. Continuing to Invest in Paid Media
  11. Recommended CRMs and Marketing Automation Tools
  12. Conclusion

The Impact of iOS 14 on Facebook Ads

In recent times, a battle has been raging between two giants: Facebook and Apple. At the center of this dispute lies Apple's new operating system, iOS 14, and its impact on advertising, particularly Facebook Ads. As a marketer, it's crucial to understand this development and its consequences. Apple's stance as a privacy protector has led them to make it tougher for companies to profit from consumer data. The new mandatory opt-in pop-up for data tracking has a significant impact on Facebook's ability to deliver targeted ads. This article explores the implications of iOS 14 on Facebook Ads and provides actionable steps for advertisers to navigate these changes successfully.

1. Introduction

The introduction sets the stage for the discussion, highlighting the ongoing battle between Apple and Facebook and the impact of iOS 14 on advertising. It mentions the mandatory opt-in pop-up for data tracking and its implications.

2. Background: The Battle Between Apple and Facebook

This section delves into the history of the conflict between Apple and Facebook, starting with Apple's decision in 2017 to limit data capture via its Safari browsers. It explains how this battle culminated in the release of iOS 14 and the opt-in requirement for data tracking.

3. The Impact of iOS 14 on Advertising

Here, the article explores the immediate effects of iOS 14 on advertising, focusing on the mandatory opt-in pop-up for data tracking. It explains how Facebook and other advertisers will face challenges due to the limited visibility on user behavior within apps.

3.1 The Opt-in Pop-up for Data Tracking

This subsection provides a detailed explanation of the opt-in pop-up for data tracking introduced by iOS 14. It highlights the shift in user control and the potential impact on data collection for advertising purposes.

3.2 Limited Use of Data and Its Impact on Tracking and Retargeting

This subsection delves into the limitations posed by iOS 14 on data tracking and retargeting. It discusses the reduction in the number of events that can be tracked and the change from a 28-day click to a seven-day click attribution window. It also notes the impact on custom audiences and look-alike audiences.

4. Actions Required for Advertisers

To navigate the changes brought about by iOS 14, advertisers need to take specific actions. This section outlines three crucial steps that advertisers must implement.

4.1 Verifying your Domain

Verifying your domain is emphasized as a critical action that must be completed immediately to ensure the continuity of advertising efforts. Failure to verify the domain may result in the suspension of your ad account.

4.2 Selecting and Prioritizing Events

Under the new iOS 14 guidelines, advertisers are limited to tracking only eight events. Advertisers must carefully select and prioritize these events based on their business objectives.

4.3 Installing the Conversion API

The installation of the Conversion API is essential as it offers an alternative method for data transmission to Facebook. Advertisers are advised to implement this API to ensure data accuracy and avoid potential issues caused by blocked pixels.

5. Moving the Conversation to Your Own Channels

Given the limitations imposed by iOS 14, advertisers are encouraged to shift their focus to their own channels. Leveraging customer relationship management (CRM) platforms becomes crucial in establishing direct communication with consumers via email, SMS, or other channels.

6. Expectations for Less Reliable Data in Business Manager

This section addresses the expectation that data reliability within Facebook's Business Manager may decrease due to the limitations imposed by iOS 14. Advertisers are advised to adopt a new approach, including conducting small-scale tests using dedicated landing pages and coupons to gather valuable insights.

7. The Importance of the Halo Effect

The concept of the halo effect is introduced as a way to gauge the indirect impact of investing in paid media. Advertisers are encouraged to look beyond direct conversions and consider the broader impact on brand awareness and customer acquisition.

8. Leverage your CRM for a Direct Channel

This subsection emphasizes the importance of leveraging CRM platforms to maintain a direct channel of communication with consumers. It cites Klaviyo and Active Campaign as recommended CRM tools for marketers to consider.

9. Separating Testing and Scaling Campaigns

To overcome the limitations of iOS 14, advertisers are advised to separate their testing and scaling campaigns. This enables more accurate tracking and optimization while minimizing data loss.

10. Continuing to Invest in Paid Media

Despite the challenges posed by iOS 14, advertisers are encouraged to continue investing in paid media. The article emphasizes the importance of measuring indirect cost-per-acquisition (CPA) and the halo effect to gauge the overall impact of paid media investments.

11. Recommended CRMs and Marketing Automation Tools

This section provides specific recommendations for CRM platforms and marketing automation tools. Klaviyo and Active Campaign are highlighted as favored options to implement for optimal results.

12. Conclusion

The article concludes by highlighting the inevitability of evolving data privacy and the need for marketers to adapt to changing circumstances. It emphasizes the potential for new tools and approaches that will reduce reliance on paid media and offer alternative channels for effective advertising. Advertisers are invited to reach out with any questions and encouraged to read the accompanying blog post for more detailed guidance on implementing the recommended actions.

Highlights

  1. The battle between Apple and Facebook over data privacy and advertising has led to significant changes with the release of iOS 14.
  2. The mandatory opt-in pop-up for data tracking in iOS 14 has major implications for Facebook Ads and other advertising platforms.
  3. Advertisers must take immediate action to verify their domains, prioritize events, and install the Conversion API to navigate the changes effectively.
  4. Shifting the conversation to your own channels, leveraging CRMs, and adopting new testing and scaling approaches are essential strategies for success.
  5. The halo effect and measuring indirect CPAs can provide valuable insights into the impact of paid media investments.
  6. Recommended CRMs and marketing automation tools like Klaviyo and Active Campaign can aid in maintaining a direct channel of communication with consumers.
  7. The future of advertising lies in adapting to evolving data privacy regulations and exploring alternative tools and approaches.

FAQ

Q: What is the opt-in pop-up for data tracking in iOS 14? A: The opt-in pop-up is a mandatory feature introduced by iOS 14 that requires users to explicitly allow or opt out of data tracking by apps. This significantly affects data collection for advertising purposes.

Q: How many events can advertisers track under the new iOS 14 guidelines? A: Advertisers are limited to tracking only eight events under the new guidelines of iOS 14.

Q: What is the Conversion API, and why is it important? A: The Conversion API is an alternative method for transmitting data from advertisers' servers to Facebook. It is important to install this API to ensure data accuracy and avoid issues caused by blocked pixels.

Q: How can advertisers compensate for the limitations imposed by iOS 14? A: Advertisers can compensate for the limitations by leveraging their own channels, such as CRM platforms, conducting smaller-scale tests, and gauging the halo effect of investing in paid media.

Q: Which are the recommended CRM platforms for marketers to use? A: Klaviyo and Active Campaign are recommended CRM platforms to consider for effective communication and data management.

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