Apple's bold move towards better user privacy has bought them more fans. Is your brand prepared for the Facebook Marketing changes?
Apple's Epic Move Into the Privacy Space
iOS 14.5 is out and causing major waves around the globe. The notorious iOS 14 update of 2020 introduced buy-in tracking cookies instead of buy-out. Now, Apple has taken it one step further.
If Apps on their app store or any website viewed on an Apple device want to track a user's data, they will need to get permission from the user. Unless people opt in, apps will no longer be able to collect and share certain data. Apple calls this App Tracking Transparency.
App tracking transparency landed towards the end of April 2021. Then, while pay-per-click Facebook marketers held their thumbs, the worst happened. According to the latest reports, only 4% of American users chose to allow tracking. Could this spell disaster for Facebook advertising and the digital landscape as we know it?
The latest Apple advert, dubbed "tracked" expresses a user sentiment felt intrinsically across the globe. It manages to capture the feelings of intrusion internet users struggle with daily. The reality is that many users on social media platforms are not happy about being tracked, even if it can have some benefits.
The Advert that Vaporises Your Digital Stalkers
By turning digital algorithms and cookies into flesh-and-blood humans representing the businesses and brands tracking an individual in their advert, they have positioned themselves as a paragon of virtue. This positioning may not be entirely honest, seeing that Apple's iOS 14.5 update shoots many other global players in the foot (such as Facebook and Google).
The message is clear. Apple is dissolving your digital stalkers and making sure nobody can track you unless you want them to. With a heavy push towards greater privacy by consumers around the world, this was a smart move by Apple. They have effectively redrawn the lines of power between internet uses and technology firms.
And it looks like users are into it. Despite Facebook's attempts at convincing users that cross-platform tracking allows for small business growth and customised advertising, Apple users are choosing to opt out. The update has also forced Facebook to make changes that could affect your social media marketing.
How to Prepare Your Facebook Marketing for the Coming Changes
Although this bold move has shaken up the industry, it has also given us a chance to evolve. The digital landscape is changing. If we want to stand out from the crowd on digital platforms, we must stay on the forefront of new developments in the digital space. Here's how you can prepare your brand for the coming changes.
If you're using the Facebook Mobile App Suite:
- It's a good idea to update to the latest version of the Facebook SDK (8.0 or later).
- For marketers who use a Mobile Measurement Partner, you can find out whether the SDK version you're using supports Apple's SKAdNetwork API.
- The Events Manager can be used to set up your conversion program. Remember to optimise for mobile app installs, value, and app events with automated app ads.
- Rethink the way you do install campaigns to compensate for the iOS 14 update. The plan is to have one ad account for each app, nine campaigns per app, and five ad sets per campaign of the same type.
If You're using a Desktop and Internet Browser:
- In Events Manager, set up and prioritise up to eight web events per domain.
- Use the Resource Centre tab in Facebook Ads Manager to review ads and ad sets that will be paused. You can then update them or replace them.
- In Facebook Business Manager, verify your domain.
To avoid experiencing disruptions in your Instagram and Facebook advertising, it's vital to take these actions. Otherwise, you may find you're unable to create adverts for installing mobile apps for Apple users with updated devices.
Your advertising performance delivery will be impacted, since Apple users can now decline for some of your ad sets. You may also experience limited access when attempting to pause and optimise some of your ad sets.
How Has Apple's Privacy Move Impacted the Future of Digital?
Since Apple's privacy improvements have been so well received, other big brands are looking to follow suite. Google may soon introduce its own anti-tracking features for Android devices.
This means the way we approach digital advertising cannot remain the same. It also puts an emphasis on the pay-offs for successful SEO. No matter how much the updates affect your Facebook ad campaigns, you can keep reaping the rewards of search engine optimisation done right.
Want more digital marketing and SEO insights? Talk to us today for a solution suited to your brand or company.
