In the marketing world, we have been hearing about and preparing for big changes coming to Facebook’s advertising platform due to Apple’s newest software update, which is set to roll out in this spring.
What is Apple’s IOS 14 Update? Apple is concerned about app tracking transparency (ATT) and user privacy. They want to protect the data of Apple users. In the light of this philosophy, they moved from opt-out to an opt-in principle.
What does that mean? With the IOS 14 update, Apple’s mobile devices will display a pop-up to Facebook users that will ask consent for all tracking related actions. With this gatekeeping action, Facebook and other apps will have limited data access.
IOS 14 updates will affect Facebook advertising in three areas:
• Business Tool set-up
• Targeting & optimization
• Measurement
Facebook ads manager will now have limited access to user data and conversion tracking, along with aggregated event measurement. This may cause the performance of some Facebook ads to be impacted.
The good news is that in the world of digital marketing, change is inevitable, and we are constantly adapting to meet these changes! At Strategy 3, we know firsthand that small business owners depend on targeted ads, which is why we’re prepared to tackle these updates head on by taking all necessary precautions.
Experts predict that due to this update, and future ones that will eventually follow, more improvements and tools will become available in the months ahead to help counter the impact of these platform modifications.