With Apple’s announcement of its new iOS 14 AppTrackingTransparency framework, businesses that advertise on mobile devices and across the web are facing hard-hitting implications. That’s because all Apps will be required to obtain consent from users before tracking them across other websites and apps in order to preserve user privacy. This includes social channels such as Facebook.
We understand how disruptive Apple’s changes may be to your business and are committed to helping you manage through them.
Here’s a summary of what the changes are and what action you can take to help minimise disruption to your business and marketing activity:
From early Spring (exact date yet unknown) users will receive the pop up – see image – and will need to allow the App to track their activity. Currently users are able to disable tracking for advertising by going into their iPhone settings to disable this type of tracking.
So now instead of users having to be proactive in doing this, developers will need to ask for permission first, giving users more control over the Apps they use and the permissions they grant them. This means that Apps like Facebook won’t be able to track what adverts your prospective customers have interacted with and serve up similar adverts without their permission.
Apple’s online guide A_Day_in_the_Life_of_Your_Data.pdf (apple.com) shows an example of how current ad tracking works and the amount of personal data that is captured.
You’ll still be able to use Facebook to advertise your business, however your adverts won’t necessarily reach all the people they used to unless they accept tracking. That’s because they won’t be able to identify users who have interacted with a specific product and as such are unable to serve similar style adverts to them.
This could mean that if you only had a small budget for Facebook advertising you’ll need to keep a close eye on results as it could become less effective as a lead/sales generation channel.
Rather than rely solely on Facebook to track campaign performance, one suggestion to help with tracking is to set up the Conversion API tool as this will send event data to Facebook directly after an event has taken place. This means you can track a range of events including standard Facebook conversions metrics and customer events, such as a purchase. By using the Conversion API tool the information will attach to your account via the same Facebook Pixel included on your website so these data entries can be matched together, allowing you a clear picture of your campaign success.
If you’d like to talk through your marketing strategy and how Motionlab can help get in touch – Contact Motionlab | The Outcomes Agency