In the digital space, there has been a lot of talk about Apple’s iOS 14 update and how this relates specifically to Facebook advertising. Over the years, I have read and heard rumors that there will be some kind of law that will determine the end of Facebook ads. Of course these either never happened or had a really significant impact on the business, so Facebook advertising has been in trouble for years.
This time, however, the threat seems to be quite significant, and you can tell from Facebook’s response to policy. In this article I will:
- Clarify exactly what iOS update requires
- Make it clear how it will affect your Facebook ads
- It helps you plan and strategize in response to the update.
If you want to continue to get the most out of your marketing and advertising efforts on the Facebook platform, read on.
How does iOS 14 affect Facebook marketers?
There are many resources out there, especially from Facebook itself that summarize the situation regarding iOS 14. To summarize, Apple announced changes with iOS 14 that will affect the way Facebook receives and processes conversion events from tools such as the following. Facebook pixel. So in essence, any business that advertises mobile apps in addition to optimizing, targeting and reporting web conversion events will be affected. In short, Apple requires all apps in the App Store to show a prompt to their users on iOS devices, basically requiring the user to request permission to watch the app outside of the platform in different ways:
This new iOS 14 policy will prohibit certain data collection and sharing unless people choose to watch with this command prompt on iOS 14. This may or may sound relatively familiar as most websites with any form of tracking cookies on websites rush to generate prompts in response. GDPR Requirements. If you’re not familiar with the topic I’m talking about, you’ve probably seen one of these on a news site or blog you visited:
If iOS users choose to disable Facebook’s tracking, the domino effect that will result from this will be as follows:
- If Facebook is unable to track user behavior, the tracking pixel efficiency and all its effects are drastically reduced. This will cause false reporting until it is ineffective for conversions remarketing efforts.
- Targeting options will weaken. This means that your ability to create hyper-personalized ads for audiences can be greatly hampered.
- Fewer targeting options means more waste and less customization ad text.
Facebook’s response to iOS 14
It is clear that they are very worried about Facebook’s reaction to these updates, some may even say they are panicking. This update has the potential to be extremely detrimental to their revenue. By Statista.com, 79.9% of Facebook users only Compared to 1.7% uses the app on mobile phones only on desktop or laptop computers. The remaining 18.5% use it on both.
Most of 79.9% will be using an iOS device with the iOS 14 update. Of this number of users, there will be a percentage that will allow the app to actually track their data, but how many of them will not be known and generally not the bulk. With years of user data scandals as well as popular documentaries like the “Social Dilemma”, it can be assumed that a large proportion of iOS users will disable Facebook tracking.
Facebook responded by attacking Apple’s decision and stated that it would affect it negatively. Small businesses that want to advertise on their platform. Like many things these days, this feeling is true but a little misleading and manipulating. Facebook benefits most from large companies advertising on their platform, and while small businesses contribute to that revenue, they are certainly not primary players in Facebook’s advertising business model. When big companies with millions of dollars to spend on advertising decide that it’s not worth spending that money on Facebook anymore, and they decide to go elsewhere, the panic starts here.
However, these changes will affect small businesses 100%. In fact, it will have a huge impact on all businesses that advertise on the platform. In a post titled Speaking Clearly for Small BusinessesDan Levy, VP of Advertising and Business Products for Facebook, summarizes his arguments against the iOS update. The article claims that Apple made it mandatory to update apps to encourage them to include in-app payments and subscriptions (all of which will benefit). It also explains how the update is damaging the targeting ability of small businesses, which is very true. Small businesses have lower budgets and needs many options to refine targeting as possible. Additionally, Levy points out how Apple doesn’t play by its own rules. What he means by this is that Apple’s own personalized ad platform is not subject to the new iOS 14 policy, so Apple doesn’t have to send you the prompt, but other apps do.
How does iOS 14 affect your Facebook ads?
There are several ways your ads can be affected by this update. A few Levy points out:
Businesses will have to turn to subscriptions and in-app payments
This echo is related to Apple’s “not playing by its own rules.” Quite simply, they don’t make a deduction from Facebook’s advertising revenue or other apps with similar business models. But there are when an app has in-product subscriptions or payments.
Less efficient and less effective advertising
As it was said, it depends on the ability to monitor events and behavior as you are used to. All if done properly Facebook ad strategies it will be somehow remarketingconversion tracking or similar rendering – it all depends on the effectiveness of the Facebook tracking pixel. If users disable tracking, this renders the Facebook pixel useless for that user. If all users on Facebook’s properties on an iPhone disable Facebook’s tracking, you will not be able to advertise to them via remarketing on their mobile devices in the future.
Less website sales than ads
This claim is made from Facebook’s “work” with its own data, so it must be taken with a piece of salt. However, the trend towards non-personalized ads will have an impact on callers. Increasing sales on Facebook. In particular, it may cause loss of customization 60% less website sales than ads.
Facebook app install ad revenue decline
Loss of customization, 50% reduction in revenue It is due to Facebook app install ads. This point is made for those who create applications using Facebook ads and promote them. The point here is similar to the previous one mentioned above, which means remarketing loss and customization It will cause big drops in income.
Greater difficulty in reaching the ideal target audience for small businesses limits growth
This refers to the ability of small businesses to remarket only to users who own it. visited the website but also using this pixel data to create audiences that look like audiences.
How to plan around the iOS 14 update
As I mentioned, its main component Facebook advertising what will be affected by this is pixel tracking. This includes remarketing lists, conversion events, etc. It means. When you create a conversion campaign on Facebook, the algorithm learns and optimizes it to provide more than the desired action for you. Some simple workarounds for updating in the near future may be:
Exclude iOS devices from campaigns with conversion goals
This is definitely not a permanent solution for posting paid ads on Facebook in the future, but doing so can give you an idea of what to expect when the update takes effect.
Create campaigns outside of the conversion goal
This means using your website’s internal tracking to run web visit campaigns or others and determine whether there is a sale or conversion as a result of ads. UTMs and a variety of other tactics can be used to determine which campaign, ad set, and conversion has occurred without having to 100% trust Facebook’s tracking pixel. Leading advertising campaigns can also be used. This strategy won’t counteract the impact on retargeting audiences, but will help your ability to drive results from lead generation campaigns.
Create an extra layer on your landing pages or separate your conversion flow
By this I mean asking users to tell you about themselves earlier in the conversion process. First name, surname or e-mail addresses can be uploaded to Facebook retrospectively. private audiences for retargeting purposes. This is a very devious way of getting close to the topic, but it can allow you to trust people who are willing to give you some information rather than pixel fires from simple pageviews.
The future of Facebook ads
I don’t believe this will be the full end of Facebook advertising, and I’m cautiously optimistic that it will have less impact than expected. Facebook is now at a point where they are almost seen as a “too big to fail” company. I believe there will be a few workarounds in the coming months to help advertisers weather the storm. Meanwhile, there are a few things you can do to prepare yourself for changes to put your business in the best possible position to succeed in advertising.
As mentioned, the first step is to start testing and try to rely less on the Facebook pixel. You can also discover ways to get more out of other advertising channels such as Google, Bing, and Linkedin, and build remarketing audiences through these platforms. If history has taught us anything, humans are highly adaptable, and that goes for tech companies too. I believe decisions will be made in 2021 to mitigate the damage caused by these updates.