Have you downloaded the recent iOS 14 updates and found that Facebook ads aren't showing as often? That's because the recent update has led to many changes to ads on Facebook and is set to affect many businesses in the bitcoin era. Here's the lowdown.
Why has this happened?
Digital privacy, transparency and trust have been increasingly discussed topics in recent years. These have become a major concern for users across the globe, and Apple have elected to respond to these worries by unveiling the new iOS 14 update. It is designed to provide their customers with a stronger hold over their data. If apps and platforms want to be on their devices, they now need to follow the new rules.
What has been impacted
This has caused lots of issues for businesses that use Facebook and Instagram advertising for their products. In particular, three areas have been affected by these changes: targeting, reporting and optimisation.
Targeting and retargeting is one of the most important parts of Facebook advertising. As the number of users who will elect to opt into retargeting is small, the performance of your Facebook and Instagram ads are likely to be much worse.
Reporting and optimisation are an important part of the analysis when it comes to seeing how your ads have been performing, especially metrics such as return on ad spend and cost per action. Apple is now utilising a delay for three days on private click measurements. Because of this, marketers are unlikely to see conversions/results from that day until later on, messing up data analytics.
What you can do to overcome these problems
These issues have caused problems for many businesses who use Facebook and Instagram ads to increase sales and improve their website traffic. However, it’s not all doom and gloom. There are several ways that these problems can be overcome.
Although third party data that Apple controls may not be available to you, Facebook still has lots of data available that you can use. For example, if customers have interacted with your page in the past, Facebook monitors this and provides you with this data through their Facebook audience insights tool.
Another thing businesses can do to overcome these limitations is to enable conversions API. As many of the current problems are affecting Facebook Pixel, by using conversions API you can grab the data from the server to Facebook directly. This is perfect for those with more technical marketing know-how.
A tried and tested piece of marketing advice which isn't utilised nearly enough is diversification. By diversifying into different forms of social media and PPC advertising it will be less of an issue when one social media platform causes you to suffer a setback due to data privacy concerns.
Copyright 2022. Article made possible by Muve Media & Marketing.