The biggest change in marketing since 2009.

We break down one of the biggest updates in digital marketing since 2009. Looking into how this will affect your marketing and what steps to take.

Privacy update of iOS 14.5

Apple’s release of iOS 14.5 last week brought new privacy features regarding the user’s integrity. Transparency regarding data that your apps collect and the option to “allow” or “disallow” tracking. It is anticipated that a big chunk of iOS users will disallow apps to share the data, making an impact on your marketing.

Apple vs Facebook.

Apple has been taking steps to ensure its users’ integrity is protected. They launched ITP (Intelligent tracking prevention) as a default setting in their Safari browser in 2017. Now they are giving their iOS users the option to choose how apps use their data for themselves. With Facebook making the majority of their revenue through Facebook Ads, this is obviously bad news. If their offering to the market is deteriorated, with less accurate targeting and not as cost-effective marketing. Could be a big hit to Facebook as marketers will choose other options to make sure they are communicating to their target audience. That’s why it is speculated that this is purely a business-related move by Apple.

How will this affect your marketing?

With the update of iOS 14.5 the IDFA (Identifiers for advertisers) needs consent from the user. This is similar to regular cookies, but for mobile apps. It helps with identifying a user’s activity within the app. As a result of this, remarketing/ retargeting won’t be able to function properly making it too difficult to identify users and track their behaviour.

It will also impact third-party sites like Facebook, collecting the interests, behavior, and demographics of their users. Now with the option to opt-out, will make your Facebook audiences smaller. It’s anticipated that these will decrease gradually as more and more people update to iOS 14.5 and choose to disallow tracking.

Bullet list: What areas will be affected and how?

  • Tracking in apps will be more limited. Fewer users to identify
    and harder to track their behavior
  • Third-party Audience Targeting will be less accurate or useless
  • Retargeting / Remarketing will not work.
  • Dynamic creative targeting will not work
  • DMP’s (Data management platforms) will not be able to connect IDs
    the same way as they are today.
  • Attribution will be affected in many ways, making it harder to identify
    what channel is the most effective.
  • Frequency capping your ads will no longer be possible due to the
    loss of the ability to identify a user.
  • 28-day click attribution is no longer available, changes to 7-day click attribution by default. Making big purchases with a longer “buyer’s journey” like property, cars, or products in the luxury segment less accurate. Compare your 28-days click with 7-days click to prepare how this could affect your reporting.
  • Limit of 8 conversion events per domain.

To-do list.

Verify your domain with Facebook
Facebook is moving pixels over to domain-based ownership. If you use pixels, verify your domain with Facebook to minimize any disruption to your data. Verifying your domain is especially important if your pixel is managed by multiple parties.

Set up your eight conversion events in the Facebook event manager
Because of the new limit, you will have to choose the eight events you want to use to track conversions, then rank them in the Events Manager. Remember, just like domain verification, this needs to be done by the pixel owner, not the partner. 

Check out Facebook’s guide here on how to set it up and decide which events to track.

Enable Auto-Advanced Matching in Events Manager
Read more here about what Auto-Advanced Matching is and how to enable it.

Strategies and advice for the future.

Alternatives to cookies
As the digital landscape is moving further and further from the use of regular cookies as we know it, make sure to build value to your users and encourage them to log in. This will give you better reporting and the option to still retarget with emails and phone numbers etc.

Make sure to use UTM tagging in Google Analytics
Even though there is less accurate attribution, make sure to use UTM tagging in Google Analytics. This will still work and give you a good picture of your sales funnel.

Focus on your marketing-funnel
Keep improving your creatives, copy and core message making sure that your marketing is received by your audience in the right way, driving more conversions and sales. Just be ready to have a little less precision in your reporting.

New ways of tracking

Most of the big companies are already in development and testing new ways of doing advertisement while respecting the user’s integrity and privacy.
For example, Google is working on a solution called FLoC which will enable tracking of groupings with specific interests and behavior, but not on an individual level.

Reach out to us!

If your company needs further help with this, feel free to use the “Let’s talk” button to schedule a chat with us, or write us an email at [email protected]