The Ultimate Guide to iOS 14 and Facebook Ads for SMMA
The Ultimate Guide to iOS 14 and Facebook Ads for SMMA
Table of Contents
- The Impact of iOS 14 on Advertising
- Understanding iOS 14 and App Tracking Transparency (ATT)
- Changes in Measurement and Tracking
- Combating the Challenges of iOS 14
- Verifying Your Business Domain
- Selecting the Eight Conversion Events
- Utilizing Facebook Conversion API (cAPI)
- Restructuring Your Ad Account for Correct Attribution Windows
- Implementing Back-End Remarketing
- Diversifying Advertising Platforms
- The Power of Fundamental Advertising
The Impact of iOS 14 on Advertising
In recent times, the world of advertising has been shaken by the release of iOS 14 by Apple. This operating system update includes a feature called App Tracking Transparency (ATT), which greatly affects how advertisers can track and target users on Apple devices. Understandably, this has raised concerns among advertisers, especially those who heavily rely on advertising platforms like Facebook.
The changes brought by iOS 14 significantly limit the effectiveness and accuracy of tracking user behavior and delivering targeted ads. As a result, advertisers, agencies, and businesses need to adapt their strategies and find new ways to reach and engage their audience. In this article, we will explore the implications of iOS 14 on advertising and provide actionable steps to combat the challenges it presents. Let's dive in!
Understanding iOS 14 and App Tracking Transparency (ATT)
At the core of iOS 14's impact on advertising is App Tracking Transparency (ATT). ATT is a feature introduced by Apple that requires apps to request users' permission to track their activity across other apps and websites. This means that every time a user interacts with an ad or visits a website, they will be prompted with a notification asking for their consent to be tracked.
iOS 14 gives users the option to either allow or deny tracking. If users choose to allow tracking, the advertising platform can continue tracking their activity and deliver targeted ads. However, if they choose to deny tracking, the advertising platform, such as Facebook, will not be able to collect and utilize data about their actions.
This new privacy measure aims to give users more control over their data and protect their privacy. While it empowers users, it poses significant challenges for advertisers who heavily rely on user data for targeting and optimization.
Changes in Measurement and Tracking
iOS 14's impact on measurement and tracking is perhaps the most significant concern for advertisers. The update introduces changes that limit the data advertisers can collect, which leads to a loss of visibility and actionable insights.
One of the changes is the introduction of Event Limits. Advertisers will now be limited to using only eight conversion events per domain. These events will be ranked based on priority, meaning that if a user completes multiple events, only the highest prioritized event will be reported. This reduction in the number of events advertisers can track can make it challenging to measure the effectiveness of campaigns and optimize accordingly.
Another change affects attribution windows. iOS 14 removes support for the 28-day click-through, 28-day view-through, and 7-day view-through attribution windows. Advertisers will now be limited to a 7-day click-through or 1-day view-through attribution window. This means that the window for tracking and attributing conversions is significantly shortened, making it crucial to focus on shorter sales cycles and prompt conversion actions.
Combating the Challenges of iOS 14
While the changes brought by iOS 14 may seem overwhelming, there are strategies and actions advertisers can take to navigate this new landscape successfully. Let's explore some actionable steps to combat the challenges of iOS 14.
1. Verifying Your Business Domain
To ensure your ads continue to run smoothly and maintain reliability and security, it is essential to verify your business domain. Verifying your domain allows Facebook and other advertising platforms to establish a connection between your domain and your ads account. It ensures that you have control over the content displayed on your website and provides additional data protection.
2. Selecting the Eight Conversion Events
Given the limitation to only eight conversion events per domain, it is crucial to carefully select the events that are most relevant to your business goals. Choose events that align with your conversion funnel and prioritize those that provide the most valuable insights. Common events include purchase, view content, add to cart, initiate checkout, and lead. By focusing on the key events, you can still gain valuable data insights despite the limitations.
3. Utilizing Facebook Conversion API (cAPI)
To enhance tracking and accuracy, consider implementing the Facebook Conversion API (cAPI). This API allows you to directly set up tracking within platforms like Shopify or Google Tag Manager, improving the accuracy of UTMs and other tracking parameters. By implementing cAPI, you can better track user actions on your website and ensure data is passed back to Facebook for attribution and optimization purposes.
4. Restructuring Your Ad Account for Correct Attribution Windows
With the removal of the 28-day click-through and view-through attribution windows, it is crucial to restructure your ad account to align with the updated attribution windows. Ensure your attribution settings are set to either 7-day click-through or 1-day view-through, depending on your objectives. This will enable you to measure and optimize campaigns within the new windows effectively.
5. Implementing Back-End Remarketing
Back-end remarketing, such as email marketing and SMS, becomes even more critical with the limitations of iOS 14. Build strong email lists and implement robust email automation to engage users who have expressed interest in your products or services. Back-end remarketing enables you to nurture relationships with potential customers and drive conversions outside of traditional advertising platforms.
6. Diversifying Advertising Platforms
To mitigate the impact of iOS 14 on Facebook advertising, consider diversifying your advertising platforms. Don't be solely reliant on Facebook and explore other platforms that may offer alternative targeting and tracking options. By diversifying your advertising efforts, you can reach a broader audience and reduce dependency on a single platform.
7. The Power of Fundamental Advertising
Despite the challenges posed by iOS 14, the most critical factor in achieving advertising success remains fundamental advertising principles. While the technical aspects of tracking and attribution may change, focusing on compelling copywriting, effective offers, and strong value propositions will always prevail. Prioritize fundamental advertising strategies that resonate with your target audience and drive conversions.
By implementing these combative strategies, advertisers and agencies can navigate the challenges of iOS 14 effectively and continue to drive results for their clients. While the changes introduced by iOS 14 may require adjustments and adaptation, they also offer an opportunity for advertisers to refine their strategies and prioritize fundamental advertising principles.
- iOS 14 introduces App Tracking Transparency (ATT), affecting advertisers' ability to track and target users.
- Changes in measurement and tracking include event limits and shortened attribution windows.
- Advertisers can combat the challenges by verifying their business domain, selecting the most relevant conversion events, and implementing the Facebook Conversion API (cAPI).
- Restructuring ad accounts for the correct attribution windows and implementing back-end remarketing are crucial strategies.
- Diversifying advertising platforms and focusing on fundamental advertising principles are essential for success in the iOS 14 era.
Q: Will iOS 14 impact all advertising platforms, or is it specific to Facebook?
A: iOS 14's changes to tracking and privacy will impact all advertising platforms, not just Facebook. However, Facebook is often a primary concern for advertisers due to its extensive user base and advertising capabilities.
Q: How can advertisers adapt to the shortened attribution windows in iOS 14?
A: To adapt to the shortened attribution windows, advertisers should focus on shortening the sales cycle and prompt conversions. Implementing back-end remarketing tactics like email marketing and SMS can help nurture leads and drive conversions within the limited time frame.
Q: Are there any alternatives to Facebook for advertising in the iOS 14 era?
A: Yes, diversifying advertising platforms is highly recommended. Explore alternative platforms that offer different targeting and tracking options. This can help reduce dependence on a single platform and reach a broader audience.
Q: Will implementing the suggested combative strategies guarantee success in the iOS 14 era?
A: While implementing these strategies will help mitigate the impact of iOS 14 on advertising, success ultimately depends on a combination of factors, including the quality of fundamental advertising practices and the ability to adapt and optimize campaigns based on performance data. Continued testing and refinement are crucial for achieving desired results.
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