Apple's new iOS14 update will see the biggest changes to privacy and data in the last 5 years, and the impacts are pretty big for Facebook advertising. If you are advertising on Facebook, it’s certain that you will be affected in some capacity, so it’s important to plan and understand how the changes may impact your business.
Honestly, Facebook still doesn't quite know how this update will affect advertisers, but they’ve released a list of actions we can take now to prepare.
The update from Apple is centred around privacy and security. This is particularly important for apps. Once the update has been rolled out, every single app developer will have to provide an explanation as to how they’re using their customers' data. Plus, from January 19th 2021, they will also need to ask for permission. As you can imagine, in many cases users choose not to be tracked, which will have an impact on ad reach, and we’re likely to see an increase in cost per click too.
So, for mobile iOS users who decide to opt out of tracking, they can no longer be tracked by the Facebook pixel. This means that those users will no longer be tracked when visiting your website, which, depending on the amount of mobile traffic you receive is likely to impact any remarketing campaigns and conversion tracking.
Facebook claims Apple’s changes will be “devastating to small businesses” that rely on its ad network to generate sales. They have made it very clear that they do not agree, or stand by the changes to privacy, and recognise the impact it will have on advertisers, and the small business community that rely on it.
In one of their updates regarding this change, Facebook stated:
‘We believe that free, ad-supported businesses have been essential to the growth and vitality of the Internet, and that personalised ads and user privacy can coexist. We support proactive privacy measures and data transparency, but we don't agree with Apple's policy changes.’
You’ve probably guessed it, but if most of your audience is coming from iOS mobile, you’re going to see quite a decrease in performance from your ads. This is especially true for Instagram as this is rarely used on desktop.
Please note that these are only going to impact iOS users, other devices will have the same targeting capabilities and functionality.
Yes, the new update isn’t ideal for Facebook advertising, but Facebook are already putting things into place that will help with the changes. Facebook has advised making a start on these steps as soon as possible to best prepare for the update.
Not sure how this will impact your online advertising? Don’t worry, we’re all muddling through it. Facebook themselves have said they’re not entirely sure how the updates will impact advertising, but they will do everything they can to provide clear guidance and support.
As Facebook partners, we receive the latest updates and guidance from Facebook. We will continue to update this post inline with the developments and recommendations.
If you're concerned or need an ad agency who's ready to react to updates such is this, we are the people you're looking for. Get in touch and we'll be happy to discuss your options and make the decision that works for your business.