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Apple’s New iOS 14 Update and Its Impact On Advertising

Advertisers were aware that the iOS 14 update by Apple would impact their marketing approaches. The newly launched iOS 14 offers Apple users with the choice of opting out from sharing data after downloading an app every time. This is a game changer since marketers have been depending on sharing data for paid social and search to collect information and develop advertisement intended decisions.

How to Adjust Your Campaigns to Get The Most Out of The iOS 14 Update

The purpose of this article is to discuss the effect of the new iOS 14 and give recommendations on how marketers might change tactics and modify advertising activities to respond to the OS update.

What is changing with iOS 14?

Apple’s latest modification of its sharing and privacy guidelines, also referred to as “Apple’s App Tracking Transparency Framework,” is linked to a sequence of numbers termed as the “identifier for advertisers” or IDFA. Every iPhone mobile gadget has its specific identifier that gives marketers collective information regarding the consumers’ preferences and behavior. 

Previously, Apple customers had to turn off the data sharing options by going to the settings app. However, the newly lauched iOS 14 gives iPhone and other iOS gadget customers a pop-up notification each time after downloading a new application (and while opening previously installed applications) that request users to grant them permission to track their activities within other websites and applications.  

 What is the impact of the iOS update?

In case Apple users choose the opt-out option of the application tracking, the new OS will not permit marketers to simply exclude or target the user unlike previously when they were able to do so. While some advertisers might agree that the new update gives customers more control of their confidentiality, others are worried that most iOS or Apple gadget users would choose the “Ask App not to Track” option whenever this pop up message appears. This then will forbid the app from gathering data concerning the stuffs that users purchase, click on, or download in the application for the purpose of sharing the data with other websites/companies for use in advertising. The change will not happen instantly, but after some time, the rate of users’ adoption of iOS 14 will increase and result in more users choosing the opt-out option of application tracking.

Why is this such a big deal?

Marketers use this kind of information to personalize advertisements for users; therefore, in case a business depends on ad campaigns being part of their localized marketing approach, then the business will experience the impact of the new iOS update. Under this update, Facebook Pixel can no longer collect data and enlighten advertisement campaigns for Apple users who decide to disallow app tracking. Additionally, Facebook reporting can no longer take in website events or off-platform actions of customers who decide to disallow app tracking and can only track very few objectives because of the pixel limitations, resulting in possible erroneous reporting.

What’s next?

Although this situation appears to be worrying, advertisers have come up with a new strategy. Recall, users will still be out there on social media spending a lot of time on the platforms, and this presents advertisers with the opportunity to advertise. However, the rules have changed and advertisers can take some actions to maintain effectiveness. Most importantly, advertisers should reconsider how they measure success in order to ensure their advertising efforts continue to bear fruits for their businesses.

The following are steps that advertisers should take to ensure their Facebook marketing efficiency remains solid. (Kindly note that some changes might happen since Facebook might come up with more updates).

  • Advertisers should authenticate their domains and rank the most significant eight events they would like to track within their pixels. This is the foremost requirement that Facebook made to stay even with iOS 14 modifications.
  • Marketers should enable utmost value optimization, which helps to modify campaigns that let Facebook marketers bid for the uppermost valued users, with the greatest potential of taking the anticipated action on their websites. This might help advertisers to get a more returns on their ad expenses. Most importantly, advertisers should note that they ought to meet Facebook’s eligibility requirements in order to have value optimization. 
  • Marketers should combine campaigns when possible owing to inadequate signals from Apple users who choose to opt out from app tracking. They should be extremely strategic and careful with the number of campaigns, ads, and adsets that they launch. Since advertisers anticipate getting fewer to zero signals due to users who disallow application tracking, they can combine the learning and results to come up with improved optimization resolutions while modifying campaigns on their Facebook Ad Managers.
  • Advertisers should modify the number of times per day and frequency of optimizing their ad accounts depending on Facebook modifications and the inadequate ascription windows. Although every ad account or campaign has diverse objectives, iOS changes are currently initiating delays in limited data and reporting, leading to interruption in how advertisers optimize their ad campaigns. Marketers might experience data holdups and particular data failures, for example, the iOS 14 update will do away with the dynamic creative. Advertisers will thus be required to optimize depending on older information. Changes may differ depending on the purposes of a marketer’s campaigns and their attribution window. For instance, one day click ascription will utilize statistics modeling to justify some iOS changes that advertisers cannot count directly, whereas 7-day click cannot.
  • Marketers should make use of extra data sources rather than just using Facebook pixel to develop business decisions and optimizations.

Because less reported activities will be shared on every advertising platform as a result of users disallowing tracking by applications, it is vital to consider the entire perspective when making decisions and review more information sources. 

  • Advertisers can track their general lead volume or website revenue when considering percentage of spends within every advertising platform. This may help to comprehend the trends and effects of every channel on the whole business. A better approach of starting is by evaluating GA and or total growth/revenue on top of percentage of ad spends.
  • When it comes to First Party Data, in the recent years, consumer regulations and privacy laws have begun eliminating the sharing and selling of users’ data to external parties. Currently with the rollout of iOS 14 by Apple, advertisers are once more being reminded the importance of first-party data (which maintains the data between websites and their users) in digital marketing approaches. Advertisers should study how DataQ enables their first-party information to faultlessly link to digital advertisements channels and email services providers.

The advertising domain on social media channels is continually shifting and one scope cannot fit everyone. Our highest priority as an agency is keeping up with social media platforms’ changes and ensuring all our customers change their marketing approaches consistently to maximize their returns and uphold effectiveness. We offer guidance on how our clients can be successful by making use of the best precise data, latest best practices, and inspirational ad creative. Advertisers should always remember that how success is measured on every paid social media platform constantly varies and continues evolving. However, if they take the correct steps rapidly, then this will allow their businesses to continuously grow with shorter/fewer interferences.

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