What’s the change?
Apple has announced changes with iOS 14 that will impact how Facebook (and Instagram) receive and process data. In a nutshell, this new change will give users the ability to opt-out of being followed around the internet via trackers on apps and websites such as the Facebook tracking pixel.
Apple will begin to show an opt-in prompt to users on iOS 14 devices when they launch apps and websites using their mobile device. Once a user opts out this will restrict Facebook’s ability to collect data from that user. With two simple buttons Allow Tracking and Ask App Not to Track the Apple prompt will make it clear that the app wants permission to use your data.
When it comes to data collection Facebook has previously worked in an opt-out fashion, users will now need to explicitly opt-in not opt-out to provide these permissions.
Its important to remember this change is mobile only, if a user visits your website via desktop the Facebook pixel should work.
What this means for advertisers?
The impact to advertisers is huge due to people not giving Facebook permission to track them. As more people opt out of tracking on iOS 14 devices, ad performance, personalisation and reporting will be affected and limited.
Basically, if anyone opts out of tracking and goes on to convert on a website they cannot be tracked as a conversion nor will advertisers have any idea of the basic demographic of that user. This will make it harder to target users, analyse data and to retarget with tailored ads. Advertiser may also see less conversions on reporting as people opt out. While this may not mean less actual conversions it makes it impossible to retarget to those users who may have shown an interest in what you have to offer.
targeting for conversions becomes less reliable as a large volume of users refuse tracking. It’s essential to have a qualified Geelong based Facebook Ads expert overlooking your Facebook advertising spend.
If you need help creating a Facebook Ads campaign drop us a line.
What does Facebook say?
Truth be told Facebook are not fans of Apple’s latest change with talks Facebook are preparing for court. You can rest assured Facebook are working out ways to combat this change and provide advertisers with the demographic and conversion data needed to run successful ads.
In a blog post to advertisers, Facebook announced that this change “will have hard hitting implications for businesses that advertise on mobile devices and across the web.”
Watch this space!