We all know that the digital landscape is constantly changing. In 2020, tech conglomerates were hit hard with pressures relating to privacy, data security and surveillance. After Zuck sweating it out from the Cambridge Analytica data scandal of 2018, tech giants have been under more pressure than ever to be transparent in their data collection and tracking. All of these events laid the groundwork for Apple announcing their iOS 14 AppTrackingTransparency framework in June of 2020.
Though iOS 14 is still shrouded in a fair amount of mystery, Apple and Facebook have both released updates around specific changes. Apple has outlined the changes to user privacy and data use (mentioned above) whereas Facebook has gone into detail about how iOS 14 will affect mobile web advertising, the Facebook pixel and the effects on ads. All of this has left people in a bit of a tizz about what exactly this will all mean.
Essentially, when an app is downloaded from the app store, users will be prompted with Apple’s App Tracking Transparency (ATT) prompt. This prompt details how the app will track you and use your data to create personalized ads. In a nutshell, it will be much easier to see what data these apps are collecting from you, and you’ll be able to decide if this is a no-no or not.
Despite these concerns, it’s worth considering that these changes to Apple’s data collection and privacy agreements were… probably inevitable. The disruptions to tech companies and the way that data is being collected is long overdue, especially with the recent GDPR laws in Europe. Google and Facebook are currently considering pulling various services from Australia, which would change the way Australians consume news on both platforms (remember Ask Jeeves? Yeah, he might be coming back), and heavily restrict our access to Google’s search function. This demonstrates that in the world of tech, everything could change at the drop of an Apple mouse. Consumers are also becoming more aware of the value of their data and attention, in part due to the increasing awareness of addiction design within social media platforms. Sometimes people just don’t feel like giving Jeff Bezos or Zuckerberg their money anymore 🤷♀️
This is why, in 2021 it’s paramount to be aligned with an agency who can adjust their strategies accordingly, and nimbly pivot to new and creative ways to market products. It’s critical to be creative and flexible in this ever-changing environment, and look towards holistic and evergreen marketing practices. Basically, you want to be with someone who has your back when things get rocky.
What are the solutions?
There are certainly a number of ways to minimise the effects of iOS14 on Facebook advertising. Despite the obvious impacts on data collection, tracking and reporting, there are some recommended tactics that can be used to lessen the impact. It’s critical to remember that Facebook advertising isn’t gone, it’s just changing:
- Firstly, it’s strongly advised to register your domain in Facebook Business Manager. This is important for businesses with pixels used by multiple Business Managers or personal ad accounts. It’s also recommended to plan for 8 conversion events per domain. If you use Shopify, prepare to install the Facebook Conversions API (CAPI). This will be helpful when it comes to measuring and reporting, and who doesn’t want that!
- Where possible, push towards generating leads. It’s best to ensure that your website is optimised to build your email lists, so you can continue to get your message out to prospects & customers. There are a few ways that you can optimise your website to drive email sign ups, such as two-step-opt-in forms that collect emails, adding examples of social proof to your website and using your contact page to collect email data. Once you have a solid email list, you can focus on EDM campaigns, which remain successful as long as they are personalised and engaging. Remember email? It’s back baby!
- Another effective and holistic way to boost your brand’s online presence is to invest in organic socials, and solidify your brand’s presence online with brand pillars, great organic content and content tailored to each platform. Branch out into new platforms, such as TikTok and Twitter, as raising brand awareness across multiple platforms is a great way to drum up organic engagement. Make friends with some Gen Z-er’s if possible
To conclude, despite the apprehension surrounding the full rollout of iOS 14, there are a number of ways we can pivot to positive solutions. Facebook Ads are still relevant, it’s just never been more important to understand how to use the platform, and optimise your ads successfully. The world of tech can be a rollercoaster, and we’re here to help you ride it smoothly!