#1 TikTok Ads Spy Tool

A Better Way to Make TikTok Ads Dropshipping & TikTok For Business

  • Find TikTok winning products & TikTok dropshipping ads.
  • Analyze TikTok advertisers
  • Get the Latest TikTok Shop Data.
Try It Free

Unmasking the Impact of iOS 14 on Facebook Ads Retargeting!

Published on: November 17 2023 by Ben Heath

Unmasking the Impact of iOS 14 on Facebook Ads Retargeting!

Table of Contents

  1. Introduction
  2. The Importance of Retargeting in Facebook Advertising
  3. Understanding Custom Audiences and Retargeting
  4. The Impact of iOS 14 Changes on Retargeting
  5. Differences in Retargeting for Website Visitors
    • Website Visitors vs App Activity
    • Tracking Limitations for iOS Users
    • Opting Out and its Effect on Retargeting
  6. The Potential Impact on Retargeting Audiences
    • Android Users vs iOS Users
    • Estimating Opt-Out Rates
    • The Effect on Retargeting Efficiency
  7. Alternative Retargeting Strategies
    • Leveraging On-Facebook Sources
    • Using Customer Lists for Retargeting
    • Shifting Focus to Video Viewers
  8. Adapting Sales Funnels for Retargeting Changes
  9. Free Webinar: 3 Killer Facebook Advertising Strategies
  10. Join Our Facebook Ads Mastermind Group

How iOS 14 Changes Affect Facebook Ads Retargeting

In recent times, the Facebook advertising landscape has been shaken up by the arrival of iOS 14 and its accompanying changes. One area of great concern for many advertisers is how these changes will impact retargeting. Retargeting has been a cornerstone of successful Facebook advertising campaigns, allowing businesses to reach out to audiences who have already shown interest in their products or services. In this article, we will delve into the specifics of how iOS 14 changes affect Facebook ads retargeting and explore the implications for advertisers.

Introduction

Before we dive into the details, let's briefly discuss the significance of retargeting in Facebook advertising. Retargeting involves reaching out to individuals who have interacted with your brand in some way, be it through visiting your website, watching your videos, or subscribing to your email list. It allows advertisers to stay top-of-mind with their potential customers and guide them further down the conversion funnel.

The Importance of Retargeting in Facebook Advertising

Retargeting has played a crucial role in the success of Facebook advertising. It has been a go-to strategy for businesses to nurture leads and increase conversion rates. Alongside features like lookalike audiences, retargeting has brought immense value to advertisers' campaigns. By leveraging the power of retargeting, businesses have been able to engage with interested individuals and turn them into loyal customers.

However, with the advent of iOS 14 and its privacy-focused changes, the effectiveness of retargeting strategies on Facebook may be impacted. These changes are anticipated to disrupt the way advertisers can track and retarget users, particularly those using iOS devices. In the next sections, we will explore the implications of these changes and their potential effects on Facebook ads retargeting.

Understanding Custom Audiences and Retargeting

To better understand the impact of iOS 14 changes on retargeting, it's crucial to grasp the concept of custom audiences. Custom audiences are specific groups of individuals created by advertisers based on their interactions with the brand. These interactions can include visiting a website, watching a video, or engaging with Facebook or Instagram content.

Custom audiences serve as the foundation for retargeting campaigns. By identifying individuals who have already shown interest in a brand, advertisers can tailor their messaging and offers to increase the likelihood of conversion. However, with the iOS 14 changes, some aspects of retargeting may be affected, primarily concerning website visitors and app activity.

The Impact of iOS 14 Changes on Retargeting

The iOS 14 changes are an ongoing development, with implementation still in progress. While the full extent of these changes remains uncertain, it's essential to analyze the known information and potential implications. In this section, we will discuss the differences to retargeting brought about by the iOS 14 changes, focusing on website visitors as a key area of concern.

Website Visitors vs App Activity

iOS 14 changes primarily impact app activity custom audiences and the ability to track user behavior on websites. With users able to opt out of being tracked on third-party apps and websites, the visibility of their actions becomes limited. This means that custom audiences and retargeting campaigns relying on app activity or website visit data may experience setbacks.

On the other hand, the changes are not expected to affect tracking and retargeting on Facebook and Instagram directly. Facebook can still track user activity within its own ecosystem, such as interactions with ads, lead forms, Facebook pages, and Instagram accounts. This means that retargeting strategies utilizing on-platform sources and customer lists may remain unaffected.

Tracking Limitations for iOS Users

The key aspect of concern arises when considering iOS users who opt out of being tracked by Facebook and Instagram. Although the exact number of users opting out is speculative at this point, it is crucial to understand the potential impact on retargeting. While many fear a significant opt-out rate, it is essential to consider the behavior of users when it comes to privacy-related notifications, such as cookie consent requests.

Historically, when faced with the option to opt out of data tracking, a vast majority of users choose to accept the tracking. This trend can be observed in the context of GDPR regulations that were implemented a few years ago. In the case of Facebook and Instagram, if users are presented with similar opt-out choices, there is a possibility that a significant number will opt into being tracked.

Opting Out and its Effect on Retargeting

Assuming a sizeable portion of iOS users choose to opt out of tracking, there will indeed be consequences for retargeting campaigns. The most significant impact will be on the retargeting of website visitors. Advertisers heavily relying on retargeting website visitors as their primary audience may experience a reduction in the size of their retargeting audiences.

However, it is important to note that not all iOS users will opt out, and the impact on retargeting may not be as dire as anticipated. Additionally, Facebook has the capability to track users who clicked on ads to reach external websites. Although user actions on the website may be hindered, Facebook can continue to target these users within their cold audiences based on the interest they have already demonstrated.

The Potential Impact on Retargeting Audiences

The potential impact on retargeting audiences arises from the differentiation between Android and iOS users. Android users are not subject to the same tracking limitations as iOS users, meaning their activity can continue to be tracked and utilized for retargeting campaigns. This distinction implies that the impact of iOS changes will only affect a portion of the overall audience.

To estimate the extent of the impact, it is crucial to consider the proportion of iOS users within a target audience. In many cases, the audience comprises a mix of Android and iOS users, with the split varying depending on the target demographic. While it is difficult to determine the exact opt-out rates, it is likely that a significant number of iOS users will still consent to being tracked.

Considering these factors, the consequences of iOS changes on retargeting audiences may not be as severe as initially feared. The worst-case scenario would involve a reduction in the size of retargeting audiences for iOS visitors. While this reduction may lower the volume of potential conversions, it does not render retargeting ineffective.

Alternative Retargeting Strategies

In light of the iOS changes and their potential impact on website and app retargeting, advertisers need to explore alternative strategies to maintain the effectiveness of their campaigns. By diversifying the sources of retargeting audiences, advertisers can overcome some of the limitations imposed by iOS 14 changes.

One viable approach is to shift focus towards on-platform sources such as video viewers and customer lists. Retargeting individuals who have engaged with your Facebook and Instagram content can provide a reliable audience base. Additionally, leveraging customer lists can offer a more direct and controlled retargeting approach, as they are unaffected by iOS changes.

While these alternative strategies may require adjustments to existing retargeting campaigns, they provide viable solutions for advertisers seeking to navigate the changing landscape. By adapting and diversifying their retargeting tactics, advertisers can continue to engage with their target audience effectively.

Adapting Sales Funnels for Retargeting Changes

As advertisers navigate the iOS 14 changes and their impact on retargeting, it becomes essential to reassess sales funnels. Simplifying sales funnels and adopting a more streamlined approach could be beneficial in light of potential decreases in retargeting audience size.

Multiple layers of retargeting may become less effective due to the reduced pool of website and app visitors. By simplifying sales funnels and focusing on more essential retargeting steps, advertisers can optimize their targeting campaigns for better overall results.

While the changes may necessitate some modifications in retargeting strategies, they do not invalidate the effectiveness of retargeting as a whole. It merely emphasizes the need for agility and adaptability in response to the evolving advertising landscape.

Free Webinar: 3 Killer Facebook Advertising Strategies

To further enhance your understanding of Facebook advertising strategies, we offer a free webinar titled "3 Killer Facebook Advertising Strategies to Double or More Your Revenue." This webinar provides valuable insights into effective sales funnels that can drive remarkable results.

The webinar focuses on three distinct sales funnels tailored to different types of businesses. By following these proven strategies, advertisers can maximize their advertising effectiveness and unlock new revenue streams. The link to the free webinar can be found in the description below.

Join Our Facebook Ads Mastermind Group

Additionally, we invite you to join our Facebook Ads Mastermind Group, a thriving community of over 66,000 members dedicated to improving their Facebook advertising skills. In this group, you can engage with like-minded advertisers, ask questions, and participate in free live training sessions.

The Facebook Ads Mastermind Group offers a wealth of knowledge and support, ensuring that advertisers stay up to date with the latest trends and strategies. By joining the community, you gain access to a vast network of advertisers and experts who can provide valuable insights and advice. To join the group, click the link in the video description below.

In conclusion, while the iOS 14 changes may pose challenges to Facebook ads retargeting, they also present opportunities to refine strategies and explore alternative methods. By diversifying retargeting sources, adapting sales funnels, and staying informed through valuable resources, advertisers can continue to achieve success in the ever-evolving world of Facebook advertising.

Highlights

  • Retargeting has been a crucial aspect of successful Facebook advertising campaigns, allowing businesses to engage with interested individuals and increase conversion rates.
  • The iOS 14 changes impact website visitors and app activity tracking, potentially reducing the effectiveness of retargeting strategies.
  • iOS users who opt out of being tracked may result in a smaller retargeting audience, but the true impact is uncertain, and opt-in rates may be higher than anticipated.
  • Android users remain unaffected by the iOS changes, allowing retargeting campaigns to continue utilizing this audience segment.
  • Alternative retargeting strategies, such as leveraging on-platform sources and customer lists, can mitigate the limitations imposed by iOS 14 changes.
  • Advertisers should consider simplifying sales funnels and focusing on essential retargeting steps to optimize their targeting campaigns.
  • Our free webinar, "3 Killer Facebook Advertising Strategies to Double or More Your Revenue," provides valuable insights into effective sales funnels.
  • Joining our Facebook Ads Mastermind Group offers access to a thriving community of advertisers and experts, providing support, knowledge, and free training sessions.

Start your free trial today!

Try Pipiads free for trial, no credit card required. By entering your email,
You will be taken to the signup page.