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The latest Apple update includes more than new features to change the look of your iPhone. For advertisers, this rollout has some additional implications. The update, which comes with iOS 14.5, focuses on ad tracking permissions and giving iPhone users more control over their personal data.
This change has brought up some serious concerns for Facebook marketers. If you’ve been waiting to prepare for these updates, it’s time to get started. Apple announced that the release date for this update will happen the week of April 26, 2021. Here’s how you can prepare your Facebook advertising strategy for the iOS 14 ad tracking updates.
Apple and Facebook have butted heads for years over their different approaches to data collection. Facebook argues that their targeting tools provide users with more personalized ads, offering both a better experience for users and a higher return on investment for small businesses. Apple, however, takes a far more conservative approach to data privacy by offering iOS users more information and control over how their user data is used. With this update, Apple has unveiled a new privacy-first ad network called SKADnetwork.
So, who exactly is impacted by these shifts, and what do they mean for you? While the Facebook platform has raised concerns over how this could hinder ad campaigns’ performance, the most significant changes will occur for those who use the following tools:
Additionally, since this update impacts how Facebook understands actions on ads that leave the Facebook platform (i.e., anything that pushes them to your website), it may increase your cost per action.
Facebook has modified the ways that Facebook Pixels track users to remain compliant with iOS updates. You may notice the following shifts.
Facebook made some shifts on the platform to help advertisers continue to track their ad results. The following steps will allow you to continue to run conversion campaigns:
If you use Pixel-tracked campaigns, custom audiences, or retarget your website visitors, these workarounds can help.
Ultimately, there are still many questions about how these updates will impact the bottom line for social media advertisers. It will likely take some time to see how many users opt-in to ad targeting and what new features Facebook will roll out to counteract their impact.
Have other questions on how the iOS 14 update may impact your advertising? Get in touch with the Front Porch Solutions team for information and assistance making sense of these changes.
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