The digital world is ever changing, so it’s important to stay ahead of the curve.
We wanted to share an explanation regarding the new iOS update and give you a clear overview of some of the actions you might need take. If you need anymore support or advice regarding the below, then please contact us. iOS Update and the Impact on Facebook Ads If you haven’t heard of the new update on iOS 14 and the impact it will have on Facebook ads we have put the below together. Here is the official announcement from Facebook.
TL;DRApple is updating iPhones to give more transparency to users on their data but it doesn’t fully educate the consumer why that data is essential, especially for small businesses.Apple’s new AppTracking Transparency (ATT) will prompt users to opt-in to advertisers gaining access to the data, not just opt-out like it currently is set up. Ad platforms (Facebook, Google, etc.) are now trying to figure out a way around this. This affects mostly Facebook but will also have a smaller impact on Google. We first spoke about this issue back in the summer of 2020 raising the alarm following the announcement at the Apple WWDC that announced a number of changes coming to iOS 14.
What it means though for advertisers? You will not get all of the data fed back as you have done so far. You will only get to track up to 8 conversion events as an advertiser (i.e., View Content, Button Click, Add to Cart, Initiate Checkout, Input Payment Information, Purchase, Subscription, etc.), and you will rank them in order of priority. This means if someone goes to your site, adds a product to the basket, and buys, you’ll ONLY see they purchased. You won’t get the data back showing that person added to the basket and initiated checkout. You only see the latest event, depending on how you prioritise them. If you don’t have the Conversions API installed on your website, you’re going to miss the opportunity to get as much data back as you possibly can. If you’re on Shopify or Shopify Plus, make sure you have the new Facebook app installed to set this up. If you’re using 28-day attribution, you need to adjust your campaigns and reporting to a 7 day window attribution.In most cases, when users opt-out, you’ll still get some signals passed back to FB ads via their aggregated events manager, which launches in the coming months.
Whats the impact? It’s very hard to tell right now what the impact will be for advertisers but if we look at the stats in the UK there are 40m people on FB. A total of 46% of them access through iOS which gives us 21.6m users. When Apple introduced it’s location tracking prompts in iOS 13 opt in rate to shared data with apps when they are not in use dropped from 100% to below 50%. (Source Digiday) If users opt out of ad tracking at the same rate on Facebook because of the forced prompt Facebook will be losing out on signals from 10.8m people. Facebook will still have access to all the in-app data from their app but they will be losing signals across the web. For example a user researching for a new product on the web or visiting another app for reviews. Facebook did announced that they are expecting a 50% drop in Audience Network Publisher Revenue.
Why now? With all the privacy news and legislations in the US Apple is trying to protect Apple users. This is the official line the truth is Apple is going against Digital Advertisers that make billions on Apple devices with out giving out money to Apple. When will this happen and what do I need to do? The questions we are getting asked is when does this begin and what must we do about it? For the first question we don’t know yet as Apple hasn’t disclosed yet when this will take place. We know though it will be between January and March. For the second part of the qaurstion I will try and answer below.
What to do before the update? You may need to verify your website’s domain to help avoid any future disruption of your website campaigns. Domain verification must be done for the effective top level domain plus one (eTLD+1). For example, for www.books.jasper.co.uk, books.jasper.co.uk and jasper.co.uk the eTLD+1 domain is jasper.co.uk. This can help ensure that your domain verification will encompass all variations. Domain verification should be prioritized for domains with pixels used by multiple businesses or personal ad accounts. This will enable you to configure pixel conversion events when Aggregated Event Measurement becomes available. Focus on your CRM data even more. Making sure that audiences are update regularly and with all possible data. Create an audience using your CRM for users that might have been to the website but haven’t purchased yet. Such as users that signed up to newsletters. Maybe incentivise users to sign up even more. This is extremely important now. Use GA UTMs for organic and paid social as much as possible if you are not already.Ask you customers when they purchase / sign up how they find you. Might not be very accurate but still helps.