The new iOS update and what it means for Facebook advertising
When it comes to ad campaigns, tracking is a pretty important element. It means you can make sure you’re reaching the right audience, channelling the right message, and getting the right data from the campaign. So Apple’s new privacy-focused iOS update has thrown a bit of a spanner in the works with tracking, with particular impact on Facebook ads.
How iOS 14.5 impacts tracking on Facebook advertising
In short: Apple’s new update handles is the data protection of its users. This impacts how advertisers can track and use ads on Facebook and apps.
In longer: Apple has implemented a requirement that apps in the App Store prompt users to opt-in to apps tracking their online behaviour. The default previously was that users needed to change the setting manually if they wanted to opt-out of data and online movements monitoring on their device.
As more people will now default to opt-out of tracking, the massive ramification is that ad personalisation and analysing audience activity accurately becomes immensely difficult. Data collection loses its precision and audience reach hits a roadblock of limitations.
Facebook pixel and the iOS update
Before the released update, one of the most popular ways to track an audience’s activity was through Facebook’s pixels. Without getting into the nitty gritties of the tech, Facebook pixels are pieces of code found on your website and app. When a person uses and engages with your sites, Facebook pixels send information to the Facebook group and the data can be used later for your ad campaigns.
Now, with the new update, only eight pixel objectives are allowed to be placed on a domain (a webpage or app page) which drastically limits how much data can be collected and used for Facebook ads. And this isn’t even bringing in those who opt against data-tracking into consideration. Those users won’t be tracked at all.
It’s worth noting that Facebook has devised a model to try and negate skew data and campaign results. The platform recognises that some campaign results might read very differently to others despite them being similar or identical. In this notice, Facebook explains why this is the case and what it might mean for your data.
What business owners can do about the data protection and iOS updates
With the iOS 14 update, privacy and data protection are at the forefront of the changes, which makes media planning tricky to navigate. But there’s no need to panic about it. Ad spend need not be wasted and campaigns can still be effective.
We’ve devised some quick tips to tackle media planning and implement successful ads around the iOS update:
1. Divide audience targeting by specific device: Segment Android users and iOS Users
If you segment your audience by their devices, you can get more accurate data from Android-run devices on your Facebook ads.
2. Order your eight important pixel objectives
Facebook initially chooses which pixel conversions to prioritise. You can decide and reorder the objectives to focus on the ones most pertinent to your business.
3. Enable something called “Value Optimisation”
To balance the new privacy policies, Facebook has made an update to who can use Value Optimisation - a feature that allows companies to bid for higher-value audiences. This tool means you can make an offer to reach users who are most likely to act on advertisements.
4. Implement independent targeting
Adding in an extra layer of independent tracking can help your retargeting efforts. Monitor how visitors are engaging with your site, where they’re coming from and what they might be interested in through your systems and use the data in your campaigns.
5. Chat to an expert authority in ad campaigning
If you’re struggling to keep your Facebook ad campaigns running effectively with the new changes, chat with us. We’re not only here to help businesses create and manage ads, but also navigate the ins and outs of software changes with insight into the processes needed to combat the challenges.