🏆 Apple's privacy update alters digital marketing
Here’s what you need to know and what you can do. Welcome to The Feed.
The Feed is our monthly newsletter where we share insights and actions aimed to bolster your business’s brand marketing, communications, and product development initiatives.
In our first edition, we dive into how new user privacy controls released in Apple's iOS 14.5 update will profoundly impact targeted marketing tactics.
🏆 The Feed #1: How Apple’s new privacy changes alter digital marketing
Apple's new user privacy controls will profoundly impact targeted marketing tactics. Here’s what you need to know and what you can do.
How can you now advertise effectively on Facebook?
Facebook is now all about on-platform engagement. Consider optimizing your ads for on-Facebook lead generation and engagement, or build retargeting pools for people who’ve engaged with you directly on the platform. You can also optimize ads for one of the 8 conversion events on your website.
What alternative marketing channels should you consider?
This is the time to be creative! Think about how to move customers down your marketing funnel. Come up with a way to tap into owned data channels — like SMS and email — to retarget your customer. Lead with a strong call-to-action and reason to sign up. Additionally, look into increasing spend on Google to optimize for SEO.
To better protect individual privacy, Apple released an app tracking transparency policy (ATT) for apps running on iOS devices. Apps now need to explicitly ask for a user's permission to access and share their data (a.k.a. track a user).
Why does this matter for marketers?
Reports indicate only 4% of iOS 14.5 users are opting into app tracking — this has a downstream impact on all digital marketing efforts. Previously, this data was used by advertisers to deliver targeted ads based on a user's behavior or location, as well as to share emails or advertising IDs with third-party networks. Now, using advertisers such as Facebook to market products is less accurate as limited data will be available to target or retarget opted-out users.
How does this impact your advertising on Facebook?
Brands have lost the ability to retarget customers who interacted with them anywhere online outside of Facebook. You can no longer track a user's behavior across multiple platforms or further down your marketing funnel. This impacts Facebook’s targeting, conversion metrics, and ad optimization.
What should you change in your Facebook settings?
Facebook will now rely on statistical modeling using their own data to target ads. If you previously used a Facebook pixel on your website to optimize ads, take these steps to update your setup.
Additionally, you’ll now optimize each ad for just one conversion event off of Facebook (e.g., subscribe to a newsletter, make a purchase, download an app). Apple limits the number of conversion events per website domain to 8 — you can prioritize these in Facebook’s Events Manager.
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