Apple’s iOS 14 update has been the talk of many conversations in the digital space, especially when it comes to its impact on Facebook advertising and performance tracking. Allow us to clue you in on what you need to know.
What Exactly Is the iOS 14 Update?
Apple made an announcement in June 2020 that new privacy features would have an impact on advertising tracking and the way that it is reported.
Under the iOS 14 update, apps need to ask users for permission for them to collect and share data using Apple’s device identifier for advertisers.
This means that a popup will appear, like the ones that users are used to seeing for cookie tracking when they visit websites. The popup will ask them to either opt-in or opt-out.
Under the new iOS 14 update, some data collection and data sharing will be prohibited unless users opt-in when prompted to do so.
What Is the Apple Device Identifier for Advertisers?
More commonly referred to as the IDFA, Apple’s Identifier for Advertisers is a device identifier that Apple assigns to each user’s device; advertisers then use this to customize advertising.
The data gained from this can be used for information discovery, for example, to see the way that users interact with an advertising campaign.
In What Way Will the New iOS 14 Update Affect Facebook Advertisers?
Facebook will see an impact in the way that they are able to receive and process information taken from Facebook Pixel or other tools that aid in advertisers being able to track conversions.
Prior to this update, IDFAs were available in the majority of cases for users; now with the iOS 14 update there’s an expectation that only a minority of users will opt-in. This will result in advertisers only being able to access a small percentage of the IDFAs that were previously available to them. The domino effect of this will be businesses being less able to use this means to market themselves and profit through advertising.
What Is the Introduction Date for the iOS 14 Update?
There have been several delays on the update but Apple now says that by early spring it will be mandatory for all apps, in other words, very soon.
What Should Advertisers Do?
Apple has not yet provided the industry with guidance on what they need to do to meet the new requirements; however, there are several things that Facebook advertisers can do right now.
A new domain verification feature has been introduced by Facebook which now means that all websites have to go through Facebook’s verification checks when advertising is directed to it. The process is easy and simply means that a verification code needs to be added to the website.
Facebook’s argument is that it is possible for both personalised advertising and user privacy to both be met and that the new iOS 14 update will have a negative effect in general, but especially on small businesses. Facebook says that while the Apple popup will show to users, they will also add their own to give additional information on the way that personalised ads are used.
For users who accept Facebook and Instagram prompts, the adverts currently seen won’t change, although this does not mean new data collection for Facebook. For users who decline, adverts will still appear but their relevancy will not be as strong.
If the new iOS 14 update is causing you concerns related to your digital advertising, our skilled social media marketing services team here at Air Social can give you needed support. Get in touch with us today.
