Updating your Apple device for most is just a pop-up alert that we click, tap, select, and don’t think about it a second time (until we realize that our phone’s keyboard has a new emoticon). For our marketers, however, Apple’s recent changes have a lasting impact on our work and the way we operate.
In this article, we’ll look at what this latest Apple update means for our marketing agencies, and more specifically Facebook advertising agencies and what we check to make sure you work as efficiently as possible with the new update.
What is the iOS14 update update?
Before we get to the technical information, we’ll just let you know about some of the more fun updates that will be released for iOS 14.5.
The camera app has updated its night mode, and it now allows you to take a mirror version of the mirror. If you’ve never taken an upside down selfie to see how the world sees you, you should give it a try!
Why do top agencies reduce time tracking?
The old agency model is outdated. Find out what innovative agencies are doing to stay ahead.
Another update for us who have an apple clock will change our lives honestly, now that masks are our new norm. Face ID works when you wear your face mask; your iPhone will now search for your Apple Watch to open itself when you see that the underside of your face is covered. When your watch is near or on your person, your iPhone opens.
The latest apple update introduces a new feature that allows users to check data collected by third-party sites. Previously, it was discoverable and manageable for all users; but they would search for these settings manually. The user is now asked for each application if he wants to allow data collection. If the user chooses to disable this permission, the application will be less visible in order to monitor the behavior of the site and the application through its pixels.
Recently, continuing the privacy issue, Apple is restricting additional restrictions on the information you choose to share through your location settings. The new update asks if you want to share an exact location or just a general area, further restricting how marketers can target custom audiences.
Another change to the note is the way we interact with applications. Applications now notify the user of more advanced access levels, such as camera and microphone. Applications also now preview via application clips and show you a section and an example of what an application is.
This change and restriction of privacy comes after years of debate about privacy issues, as many believe that this new digital world has led to a lack of control or a direct loss of your own personal information. So this is Apple’s solution to this problem.
This will inevitably affect all social platforms; however, it significantly affects Facebook.
How does this affect Facebook advertising agencies?
If more users are allowed to restrict access, Facebook will lose sight of valuable knowledge and information from non-Facebook websites where the pixels were previously installed.
Facebook pixels on various websites allowed Facebook to understand which user (or which user category) was interested in something from skin care to business insurance. This in turn allowed Facebook advertising agencies and our marketers to target audiences and bring our digital ads to the right people.
To minimize the amount of data lost, Facebook changes the way pixels are applied and events are tracked. This is called “redundancy management”. However, losing this data means that audience targeting is less accurate than with fewer signals; we can’t categorize the user as specifically as we used to.
To compensate for this loss of data, Facebook needs to change the way its pixel collects information and, in some cases, build background statistical models to fill in user behavioral gaps. He calls this change the measurement of redundant events and is an important factor in why pixel events are now restricted.
Also, only eight conversion events can be associated with each pixel, which can affect your advertising strategies. Attribution windows are also reduced from 28 days to seven days, which can lead to fewer conversions and less data for optimization.
What should marketers do?
Facebook advertising agencies and marketers can take a number of steps to minimize the damage and potential consequences of the update:
- Verify your domain on the Facebook advertising platform as soon as possible. This is especially important for companies whose pixels are used by multiple business leaders or personal advertising accounts. Domain verification ensures that there are no immediate or future disruptions when configuring conversion events.
- Make sure the correct application of pixels on your website, depending on the domain structure:
- .co.uk and .fr can both have pixels
- .com / uk and .com / fr must share pixels
- Evaluate your tracking of current events and prioritize one to eight. If necessary, combine the events into one.
- Support more first-party data collection – If you don’t already, collect data directly from your audience and customers. You can get it from your company’s website, app, email lists, surveys, social media, or other first-party opportunities. The more you can rely on your data, the less you will love the policies of Google, Facebook, and other platforms. After all, you own the information that you collect, so privacy issues are minimal, provided you follow the CCPA and GDPR guidelines on your site.
- Make sure the additional tracking and attribution you use (such as Google Analytics or Campaign Manager) is up-to-date and accurately implemented.
- Explore opportunities on other social platforms.
While this change may go unnoticed by many marketers for our marketers, it will forever change the way we collect rich data. In addition, if Google plans to remove third-party cookie data from Chrome later this year, it’s not the last we hear from a minority of data transmitted through ad platforms.
Our advice is to make sure that you create a wealth of first-party data from your list of existing potential and current customers through channels such as email. As time goes on, the harder it is to use third-party data acquisition through advertising platforms. If you still have questions, do not hesitate to contact us at A good marketer how can we help.