Apple launched new privacy conditions last summer with its IOS 14 software update. For everyone else, this was no big deal … but for us marketers, we slightly went into meltdown mode ?
Let’s be honest, this was mainly a middle finger from Apple to Facebook, but further updates have affected other platforms like Google and email marketing software.
What is the update?
Apple now requires users to provide explicit permission for apps to collect and share data. This means ALL apps from the apple store can no longer track you once you leave their app.
Why does this affect marketing platforms?
There are two main reasons this has shaken the marketing world:
1. Interest Audiences:
For platforms like Facebook & Instagram, the interest-based audience are a HUGE appeal of their advertising platform. It was very detailed. Facebook/Instagram used to be able to track certain movements people took, even when they left their apps, giving them insight into what interests people had. Facebook/Instagram would then place them into detailed interests that marketers/businesses would then use to make audiences.
This is now no longer the case. Facebook will now base Apple users’ interest (who opt-out) on interests they have shown on their platforms.
2. Remarketing
This was a big hit – remarketing was the golden child for most marketers. Remarketing efforts don’t just affect Facebook, but EVERYONE from TikTok to Google.
If you have opted out, marketers will most likely not be able to remarket to you. They may also be unable to capture data stating you have purchased from their site.
Look, I get it; Facebook in the past has had some… issues with privacy “leeks”. But this update doesn’t tackle that issue at all, but Apple is trying to play it off that it’s the good guy.
Both these issues have mainly affected smaller businesses, which is where my issue lies. The big dogs are fine. They have thousands, if not millions, to spend on ads. But this update has made the cost per result rise and has limited marketers’ analytics.
Now in saying this, it has been a year since this happened, and I have found some great ways to tackle rising CPR for my small businesses that have a tight budget by using a Cost Cap strategy. Facebook has also implemented extra tracking to help ensure you capture purchasing data.
What businesses should be doing to tackle this:
? Content is more important than ever. You can not half a** it. You need to get more competitive and put effort into what creatives you are putting in front of your audience!
? You should be marketing across multiple channels to tackle the loss of tracking!
? Make sure your agency or in-house marketer has implemented all of Facebook’s new updates to tackle these new tracking updates.
✅ Domain verification
✅ API Conversion Tracking is installed
✅ You have selected your configured web events (highest priority to lowest)
Things are changing in every industry, and we always learn to adapt! Social media ads are still a vital part of any company’s marketing strategy! If you have any questions or concerns about the Apple iso update, feel free to message me!
For more info about the Apple IOS update, check out these articles from Facebook & HubSpot.
Facebook Info & Actions Required
HubSpot – How the apple ios update has effect email marketing