In June, Apple announced a new policy change that will impact how data is collected. Apple fanatics have been excited since the release of iOS 14, this new software version has a few new features that will make users’ life easier, but it is different for marketers.
Why? Well, the new policy from Apple called the Apple’s App Tracking Transparency Framework (ATTF) would make changes that will impact data sharing across iOS, meaning that the policy and the limits it places on advertising can harm the growth of business because your targeted ads might not be shown to all iPhone users this time.
According to Statista, the Mobile Operating System market share in the US during the year 2020 is confirmed to be 60% from iPhone users and 40% from Android users.
Now you might be asking yourself, what happens if my consumer is an iPhone user and ads are not being shown to them as regularly? Well, it can be the perfect time to repurpose and redirect your Facebook ads campaign to reach the right users at the right place and time.
But first, let’s go over the actual impact that this policy has on Facebook ads. According to Facebook they, “support proactive privacy measures and data transparency, but [we] don’t agree with Apple’s policy changes.”
New Privacy Terms Impact Personalized Ads
Apple’s new software changes will impact your ability to reach the right people, especially those who use Apple mobile devices to search across the web. This means that your ability to control your ads and make informed decisions will be affected.
If you are a Facebook Business user or an Ad Manager, you notice that your ad performance is affected, and the number is decreasing, but you will also see an increase in cost per action.
Facebook for Business published a list where you can see that these iOS14 software changes will limit your ability to:
-Effectively deliver ads to people based on their engagement with your business.
-Measure and report on conversions from specific customers
-Ensure your ads are delivered to the most relevant audiences at the right frequency
-Accurately attribute app installs to people using iOS 14 and later
-Predict and optimize cost per action over time and efficiently allocate budgets
As you can see, Apple policy makes it harder for small businesses to grow and reach their target audience, meaning that their ability to compete with more prominent companies is limited. But you can still plan Facebook ads around this update, and we will be talking about effective ways of doing so
How to Plan an Effective Facebook Ad Campaign with the New iOS Update
Facebook cannot track the complete behavior of iPhone users, which translates to your ad spend becoming less effective and efficient. As we mentioned before, it can even make it more expensive.
But you don’t have to worry because, as marketing experts, we will share with you the best three ways in which you can work around this update.
Independent Tracking and Retargeting
We know that independent tracking is hard work, but with the new software update from Apple, it is something that you need to do to figure out which is the right audience to target in your Facebook ads and not lose efficiency.
What we recommend is to use your website to monitor and track your conversions. When you use your website tracking tools, you will have a clearer picture of who your target audience is, their behavior, and the right way to target.
Once you have collected all this data manually, then you will be able to retarget your current ads and direct them to people who will become final customers. We are aware that this seems like a lot of work, but you will love the final results.
Segment your audience by Android and iOS users
This might seem obvious, but there’s a way in which you can target Android and iOS users separately. Since the update only affects iOS users, you can target only Android users. It might be a good idea to give it a try only with Android users first and see how it goes.
As we mentioned at the beginning of this blog, it’s important to imagine your ideal customer whenever you are working with ads. Are they Android or iPhone users? If the answer is Android, then go for it, no doubt!
Enable Value Optimization
Value Optimization, better known as VO, allows advertisers to bid for higher-value users. Making this concept more simple means that Facebook will be able to go to those users who are most likely to do the desired action. Imagine that your final goal is for potential customers to go to your website; once you enable the VO option, the Facebook Business Manager will direct these ads to users who will complete this action.
But the thing is that you need to be eligible to enable VO, and according to the Social Media Examiner, you have to fulfill these requirements:
-Have an active pixel, product catalog, or Software Development Kit (SDK)
-Prioritize purchase events
-Have more than 100 optimized purchases in the previous ten days
-Have more than ten distinct purchase amounts in the last seven days
When you are finally eligible for this feature, you just have to go to the Events Manager and enable this option. That’s it!
Our opinion about the iOS 14 update
We are all about privacy and protecting your information, but this seems like a drastic action from Apple to protect its customers. As business owners, we are aware that this update affects others in terms of growing and offering their products and services in different markets.
But as social media experts, we have to recognize that markets and policies are always changing, and our job is to be constantly adapting to new and upcoming methods that will help us overcome any obstacle that comes our way.
We have said time many times, the social media world is constantly evolving, and if you want to be the best at this job, you need to be informed to make sure that you know how to use this new information to your benefit.
The best marketing agencies are always at the top of their games, and they do it by always looking at the latest trends, news, and updates about the social media world. At Dr. Rissy’s Writing and Marketing, we always make sure to take a few hours of the day to keep ourselves updated. Make sure you do it too, and you will see how you grow in this ever-changing market.