The launch of Apple’s iOS 14 in June this year is anticipated to change the game for users’ privacy and paid performance for online advertisers. If you don’t want to be surprised, we will update you about what to expect with this article.
What’s the latest?
According to Apple, they will unveil the changes for iOS 14 in June. They added a notification that it could significantly change online advertising. Tim Cook, a representative of the company, posted on Twitter on December 17, 2020:
“We believe users should have the choice over the data that is being collected about them and how it’s used. Facebook can continue to track users across apps and websites as before, App Tracking Transparency in iOS 14 will require that they ask for your permission first.”
Apple stated that it could affect how you manage ad accounts on different platforms, attribute revenue and report ad performance. Take note that this news is under development, and nothing is set permanently. In addition, it can also have an impact on other agencies, your competitors as well as other industries. In other words, we’re all in it together.
What about App Tracking Transparency?
The iOS 14 may need apps on the App Store to display an App Tracking Transparency. It will promptly ask you to opt-in or out to enable the app to share and collect your data and track usage. It may include Instagram, Facebook, and other platforms where you place your ads.
App Tracking Transparency can also affect IDFA or Identifier for Advertisers, which is the process that devices assign identification to Apple devices that enables them to be advertised to and tracked without providing personal details. IDFA can be described on how Facebook pixel put on websites and apps reports back user events.
Furthermore, ATT can also affect SKAd Network, wherein developers calculate the aggregate of mobile ad campaigns for iOS apps and attribute success.
Why is it alarming? Well, users of iOS may show a massive number of conversions and customers. Facebook already stated about the possible severity of over 50% decrease in the Audience Network Publisher Revenue. Facebook also added that they would fall in line with the policy of ATT even though they disagree to the approach of Apple. Facebook sets a significant example, which can also encourage other developers and platforms to follow.
What are the possible effects of iOS 14 to you?
Currently, advertisers on Facebook have granularity in user actions and data after a click action. Installation of the Facebook pixel on a site advertisers can monitor different actions such as Initiate Checkout, Add To Cart, Purchase, and more. With these activities, advertisers can make audience segments to offer with more ads and real-time report events, which can enhance decision making and optimization.
In the future of ATT, Facebook will stop tracking customers who opted out on iOS to remain compliant. It can reduce their access to receiving web conversion events. It can also limit your ability to report and optimize your campaigns.
Limitations on reporting and targeting
There can also be limitations on targeting. It means that a huge amount of people that opt-out of tracking can reduce the size of your app connections. It can also reduce app activity Customer Audiences and Website Custom Audiences.
There is also a decrease in the performance and audience in Dynamic Ads for retargeting. There’s no more reporting for gender, region, age, or placement breakdowns.
The attribution data may also be vague.
- Some attribution windows can have partial reporting. The metrics may not include all events from the users of iOS.
- Aggregate Event Measurement (statistical modelling) can be utilized for specific attribution windows or metrics to account for lack of data from iOS users.
- Offsite conversion events will be reported according to the time of the conversion and the time of ad impressions.
Aggregated Event Measurement
Aggregated Event Measurement will be implemented by Facebook. Even though we don’t have enough knowledge about it, it is expected that they can randomize it, get unique information about consumers and make an algorithm that can measure the performance of a campaign.
The following are some possibilities for Facebook advertising.
- The 8 conversion events can be ranked through campaign spend in the last 28 days.
- Advertisers may be limited to use 8 conversion events for each domain.
- In case you change an event, it can trigger a 72-hour cool-down period before it works.
- The 28-day view-through, 28-day click-through, and 7-day view-through will be gone.
- Advertisers can get partial reporting in Events Manager and Ads Manager for extra events outside the 8 priority events.
- Default attribution windows can move from 28-day click to 7-day click-through for conversion as well as catalogue sales objective campaigns.
What can you do with it?
Well, the iOS 14 may create serious changes in the process of optimizing and reporting for paid Instagram and Facebook campaigns. What can you do regarding it?
Since the world shifts to third-party cookies, you can focus to first-party tracking. Meanwhile, Facebook stated about their CAPI or Conversion API wherein you can integrate your site backend. It can be the most logical step. Thus, it can help you feed more user data back to Facebook.
Keep in mind that CAPI can’t revert your data on Facebook. The said social media platform can’t report on events like Add to Cart, View Content, or Initiate Checkout. It may only include Purchase event data only.
Another way is to pre-select the events being monitored. You can check Dynamic Product Ads to make sure it optimizes one conversion event for each catalogue. You can also pull the delayed attribution Major Moments for your brand.
To sum it up, iOS 14 will surely soon be a game-changer for the users’ privacy and paid performance for online advertisers. With the help of this article, you can have an idea of how it can affect you and your business.
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