What Apple iOS 14 Means for Advertising and Lead Generation
Apple’s iOS 14 was highly anticipated by consumers, but for marketers, it created a lot of concern around the future of social media advertising, specifically on Facebook. Most brands use Facebook as one of their primary lead generation tactics, so changes that impact these marketing efforts are a big deal.
If you’re not familiar with the software update or how this will impact your social media marketing efforts, we’ve got you covered. Keep reading for everything you need to know.
What is the iOS 14 Update?
Apple is concerned about app tracking transparency (ATT) and user privacy. They want to protect the data of consumers, so they moved from opt-out to an opt-in principle. In addition, surveys show that 83% of people are concerned about businesses monitoring or collecting data from their cell phones. Consumers value their privacy and want a say about how their data is collected.
With the update, iPhones will show a pop-up to Facebook users that will ask their permission for all tracking-related actions. Because of this, Facebook (and other apps) will have limited data access/use, impacting the outcome of advertising on these platforms.
Currently, 80% of all Apple devices are running on iOS 14 already. As more people opt out of tracking, ads personalization and performance reporting will be limited for both app and web conversion events. Facebook, marketers, and businesses need to start finding new ways to get around this update.
What does this all mean for marketers and businesses?
You may be thinking, this change will only affect iPhone users, right? Unfortunately, this data interruption will impact the entire data flow for Facebook.
With iOS 14, we will see major changes in these areas:
Business Tool set up:
Before the update, it was possible to set up as many conversion events as you want for your campaigns. Now, it is limited to 8 events per domain. Additionally, you will have to prioritize each of your conversion events in order of importance.
Targeting & optimization:
As we mentioned, you can only pick 8 events now, and when iPhone users choose to opt-out, only a single event will be registered. To create a lookalike audience in Ads Manager, you need 100 people who triggered the same event in 7 days. Since we will have limited data to work with, it could cause lower quality of custom and lookalike audiences.
In terms of optimization, there is now a delay in configuration. If you want to
reconfigure your events and change the order, there is a delay of 3 days. Similarly, there is no more real-time data anymore, there is a 3-day delay for this information too.
There are changes in the conversion window. Previously, there were 28 days in the window, and now it is just 7. This means that the ads manager will not be able to calculate conversions after the first 7 days of your campaign. The conversions after the first week will not appear in Ads Manager, skewing the results.
As a business, the most critical thing you can do at this time is to verify your company’s domain on your Facebook page – this is so you can have control over your links. There are three ways to do so, but you only need to use one. They are DNS TXT, HTML, and Meta Tag.
You should also think about other ways to build your own audience. Here are a few things you should keep in your mind:
- Cross-check your conversions across different outlets
- Emphasize your CRM data
- Focus on email lead generation
While this change may be scary, it is also inevitable. It is not something to fear, though, as developers and advertisers will continue to find solutions to help the situation. In no time, we will see new marketing tools to utilize.
Ready to take your social media game up a notch? Call, DM, or email us at email@example.com to get started. We would love to help you get started.