What Apple's New Update Means for Facebook Ads
So, what did Apple do? With it’s recent iOS 14 update, Apple rolled out new privacy features. One of the main features limits the conversion information Facebook can receive from the Facebook pixel, turning it into an opt-in for iPhone users. Since the majority of Facebook users are on mobile devices, this can have a huge effect on your ad metrics, especially when it comes to targeting and remarketing. What does this mean for your business?
Less Effective Advertising
Any ad manager will tell you the most effective ads are lookalike ads. This is when data and behaviors from one ad are used to create a second, more targeted ad. With the pixel unable to track through iPhones, retargeting efforts will be greatly minimized, reducing your ability to contact the most ideal customers.
Fewer Sales
With less information available to use for targeting, you won’t be able to nail down your audience as effectively. This means your ad will reach more people that aren’t interested in purchasing your product or service. If you aren’t careful, this can waste ad dollars.
Reduced Growth
Retargeting limitations don’t just affect your sales, they also affect your growth potential. It will be more difficult to find your perfect customer, thus making it more difficult to grow your brand quickly and effectively.
You might be wondering, is there any way around this? We have a few tips!
Stop Using Conversions
Since conversion tracking will be severely limited, do not use your money on this type of ad. Instead, try to track conversions through your website’s tools, and use your ads as a funnel to your site.
Exclude iOS Devices
If you have to run a conversion campaign, direct it toward Android users only. Though it limits your audience, it will give you better results and more data to work with on future campaigns.
Use Your Website to Collect Data
Just because Facebook won’t be able to provide you as much data doesn’t mean you have to give up! Create freebies or newsletter sign-up pages on your website that request names and email addresses. You can use that information to create better, more targeted ads.
It’s complicated—we know! So if you don’t want to deal with it, let’s chat!
