It probably shouldn’t come as a surprise that in 2021 we’re going to see privacy and data usage in the spotlight when we talk about social media and in particular social media advertising.
You may have even heard the rumblings of change that trail the news of Apple’s new iOS 14 updates, which are creating a stir around the world.
So, what’s the deal?
The deal is that the iOS 14 update from Apple includes significant changes around data tracking permissions. This is what we know. What we don’t know is how it’s going to affect your business’s digital advertising efforts.
How iOS 14 Could Affect Your Ads
According to Facebook for Business, any business that optimizes, targets and reports on web conversion events from digital ads will be affected.
This is all part of any Facebook and Instagram ad strategy so it’s safe to say there is change ahead — but how much or how little is still unknown.
The reason ads will be affected comes down to a manual prompt to users on Apple’s app store, that will “prohibit certain data collection and sharing unless people opt into tracking on iOS 14 devices via the prompt.”
What that means is that as people opt out of tracking our ability as digital marketers to personalize ads, retarget, track and report on their performance will become more limited.
What Can We Do?
To continue helping businesses match target audiences with the goods and services they require, we’ll need to change a few of our processes when setting up advertising campaigns.
One of those changes is a new Facebook tool to help aggregate measurements through pixel conversion events from iOS devices. Other ways that we can prepare clients include:
- Website domain verification (if your domain has not been verified on Google Search Console)
- Use the Facebook SDK for iOS (this is what allows mobile app developers to integrate Facebook within a mobile app)
For more information on how Apple’s iOS 14 release may affect your ads visit Facebook for Business.
The Bottom Line
We support all individuals’ rights to privacy, even as marketers, but we also understand that data collection is a huge part of any marketing strategy’s success.
Our goal, with any advertising initiative, is to always find that sweet spot — the healthy balance that matches the right customers to the right products and services for quality customer leads.
We’re also creative and dynamic problem solvers and troubleshooters. We’ll align your marketing goals to the platforms and strategies that will offer you the best return on investment while your business continues to gain new and returning happy customers.
Questions? We’re happy to chat and answer any technical or non-technical questions you might have. Contact Alpha Strategy.