It is coming – and we have to deal with it. By now, you’ve probably known that Apple is making quite a difference in the world of mobile advertising, and it’s no secret that Facebook, as Google’s second largest paid advertising platform, isn’t happy about it!
Apple previously announced that at some point in the I / Q2 quarter of 2021, we will see the release of iOS 14.5 – along with all the usual updates that tend to come out with Apple that improve performance and add new features, this update went out of particular interest to companies with iOS applications, and advertisers.
In iOS 14.5, Apple promised more attention to user privacy, which was likely initiated and prompted by a greater debate on user privacy and monitoring in general. This is where they give users much more control over their data usage of the app and how the app is allowed to use it for advertising. In a Social Media Marketer survey, 94% of advertisers said they used Facebook Advertising as part of their strategy.
What will change?
The main explanation for these changes is that all users of Apple devices will soon have to explicitly confirm that they will do so. OPT-IN to track their advertising activity – this creates “black holes” in your targeting, reporting, and is likely to negatively impact the performance of your campaigns.
How does it hit you and what can you do about it?
Well, first of all, there are two different user groups that are affected and the results are different.
If you’re an app advertiser or a business that relies on a business app, you have a lot of technical updates at your disposal. All app advertisers targeting iOS 14 devices will lose the opportunity to measure the growth of app installation and app event campaigns – a big hit if you base your campaigns on performance!
App advertisers also see greater delays in feedback on in-app event data, which isn’t great if you use this data to make daily changes or adjustments to your strategy – Facebook conversion event reporting is delayed up to 3 days after your app is initially installed – certainly not ideal.
Not only are the stormy seas facing app advertisers, but all advertisers are experiencing the greater difficulty of black holes in Apple’s user data and wider privacy-focused changes.
The problems facing the app’s advertisers are caused by Apple’s implementation of the SKAdNetwork API – another acronym for data loss, PCM (Private Click Measurement). This is an attribution protocol used to track the activity that occurs when a user moves from within the app (Facebook, Instagram, etc.) to the browser when they click on your ad. This action is not performed tracked, so purchase data, revenue numbers, etc. cannot be attributed to the ad.
All advertisers have also recently seen scary red alerts in their accounts about changing attribution windows and limiting the number of possible events – here’s the key to knowing that the new default attribution window (7-day click, 1-day view) is a big drop from the previous 28-day default assignment model. This is likely to have a significant impact on performance reporting, especially if you’re advertising a product or service that has a longer sales window.
With event caps, advertisers can now only associate a maximum of 8 conversion events per pixel. For most, it’s probably not a big deal if you only track basic site activity, such as contact form or purchase, but if you have a lot of events set up for soft and heavy touchpoints, you’ll likely lose them if you haven’t already prioritized eight.
How does it search for a user?
You probably won’t see fewer ads or no ads at all. Instead, the ads you see will look like a shotgun rather than a sniper rifle.
Because all of this confusion, highlighted in a very negative light by Netflix’s documentary The Social Dilemma, is purposeful and detailed user data, these data removal solutions prevent advertisers from serving relevant ads. The times for seeing ads for this new Callaway driver are over if you’re a big golfer. Instead, you’ll see fishing line ads, even if you’ve never been on a boat.
At this point, you need to keep an eye on your performance data on both Facebook and the wider advertising platforms – if they don’t already get caught – the more restrictions and privacy changes you make, the less effective your targeting will be.
Advertisers are likely to see this huge Decreased performance – One of the absolute core strengths of platforms such as Facebook advertising used to be the large amount of personal data that users freely gave up, allowing us to customize the most perfect combination of interests, behavior, and demographics.
In the past, we were able to target all Facebook users based on their interests, tracked pages, online spending behavior, and other data. Now all users of an Apple device can simply say “no” to any form of tracking at the touch of a button – and there are many!
Based on this information As of StatCounter, Apple devices account for nearly 30% of all users (with Android still maintaining a 71% market share) – although these numbers are changing demographically, it can be helpful to research your target user data to see potential black holes in your targeting, reporting, and reporting. most importantly – revenue numbers appear!
Do you have questions about upcoming changes? Contact with one of our specialists.