Apple announced back in May 2018 that it will provide users with an opt-in prompt on each app which will allow them to choose whether the user consents to third-party sites like Facebook to track their user data. As an advertiser we needed to dig into how this change would potentially affect how and where our clients’ ads are being seen.
Social media advertising is a cost-effective way to create exposure for your brand. Whether you are looking for reach, engagement, or sales – the case for advertising on social media marketing has always been a great lead source. So, with this new change, it has a lot of clients asking how is this going to impact my business?
What is changing during this update?
Apple will now begin to require that apps in the App Store that engage in what Apple defines as “tracking” to show a prompt to iOS 14 users, in accordance with their AppTrackingTransparency framework. Since Facebook is one of the apps available through the App Store, Apple’s policy will prohibit certain data collection from its users unless people opt-in to tracking on iOS 14 devices via the automatic prompt. As more people opt out of tracking on iOS 14 devices, ads personalization and performance reporting may become limited for both app and web conversion events.
How will this update impact Facebook advertising?
If a user is served an ad on Facebook or Instagram that redirects them to a website to complete an action, the conversion event would not be tracked or attributed correctly. The ability to deliver targeted ads via Audience Network will be impacted. Some users may not see ads while others may see less relevant ads. The result should be lower CPMs, which means less revenue for the publishers.
Rest assured, Facebook is releasing the Aggregated Event Management tool to counter this problem. This tool will help in proper attribution of sales if an event similar to the one mentioned above occurs.
What is Brawn Media doing to protect our clients?
Brawn Media is ensuring the proper implementation of this tracking for each of our Facebook Advertising clients. Our team stay on top of the latest trends and updates to ensure our clients get their message in front of the right audience for their message. As more information and data becomes available, we will provide details and transparency to our clients.
If you think your business is being impacted by this recent Apple iOS 14 Release, contact Brawn Media and speak to our digital team about how we can help.