How Apple’s iOS Updates are Changing the Way Marketers Track Campaign Results
How Apple’s iOS Updates are Changing the Way Marketers Track Campaign Results
Apple releases iOS 14.5?
On April 26, 2021, Apple launched its new iOS 14.5. After much controversy from the Marketing field, the update has since then been in use. Marketers all over the world were aware of how this new update was going to impact the way they distributed their social and app campaigns. iOS 14.5 included several updates, however the most prominent change was allowing Apple users the option to opt out of sharing their personal data every time they download an app. Apple released what is known as App Tracking Transparency Framework (APTTF). ?In essence, APTTF means that with every iPhone or Apple purchase you make your device includes an identifier that allows advertisers to analyze your personal data including:?
This is not to say that Apple users were always sharing their data unbeknownst to them, to turn off data sharing preferences one had to travel to their Apple device settings and input their preference. Now, with the iOS 14.5 update, users have the opportunity to decline sharing their data every time they download an app. This option comes in the form of a pop-up notification which asks if you would like to grant this app access to track your activity across apps & websites.?
Impact of iOS 14.5 for Facebook Ads
When the news of this new update broke, Facebook was the largest critic against it, and for many reasons. Pixel Tracking is an action that Facebook uses that allows users to essentially “learn more” these actions include words audiences are familiar with such as:?
The new update would result in less engagement and overall less numbers reported as individuals had the option to opt out of data tracking. Another reason for Facebook’s vocalism was Ad Optimization, because of the new update there would be a significant decrease in data regarding user activity.?
It is important to note that Facebook owns the social media platform known as Instagram, and the same data restrictions apply.
Finally, conversions and online sales would be affected vastly- if a business chose to promote by sharing a link to their site, any sales from this promotion would not be counted after what is known as 1-day and 7-day clicks. Due to pixel and data-sharing restrictions, the update would only track a small number of objectives, which ultimately causes inaccurate data. For those who choose to opt out of data tracking, the only information shared with an advertiser would be centered around your “highest-priority” event using a 1-day click. In essence, one day clicks will only display activity within that margin. Facebook was highly vocal about this change because it would result in lower conversion numbers, the end of the Facebook Analytics tool, and the potential inaccuracy of tracking users by gender and age.
Impact of iOS 14.5 on Google Advertisements
After widespread debate regarding iOS 14.5, marketers and brands were facing new challenges in the way that they had been advertising. Similarly to Facebook, Google was suffering through data losses as well. Google advertisers were about to lose their ability to analyze data from Apple users and more.?
Google Search campaigns were not to be as affected by the new update, these search campaigns are based on an users keywords and what they google online and not their behavior. Despite this, advertisers who were using RLSA or Remarketing Lists for Search Ads would face difficulties in identifying user traffic- iOS 14.5 users would no longer be identified and would be grouped by their characteristics instead, resulting in a lack of accuracy. Google Display Campaigns would also be impacted by the update, these campaigns are based by placing advertisements depending on the website a user is visiting. These campaigns are chosen based on the user’s personal data. Due to iOS 14.5, GDC would no longer be as accurate since user data could be restricted.?
Nonetheless, it is important to be cognizant of Google’s and Facebook’s involvement- these companies would not suffer directly since they are the owners of first-party data that brands share on their platforms. Instead, advertisers, brands, and businesses would come to be the most impacted by the update.
How Marketers are Adapting
It is no surprise that both Marketing and Advertising had to adapt to the new updates. Many brands and businesses were about to face significant data losses which could and potentially would affect their revenue. Both groups had to find new ways to track their consumer data, and did so with the help of Google and Facebook.
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Segment Audience Targeting
One way Marketers and Advertisers adapted to the new update was by audience targeting their data reports. When creating ad campaigns these groups were given the option to track conversions by specific mobile devices & operating systems, essentially separating Android users from Apple users.
Verifying Domains
Businesses were given the opportunity to verify their brand by Facebook in order to best prepare for the new update. Now, businesses have the chance to authenticate their domain which allows Facebook to prevent advertisers from wrongly using their accounts. Facebook encourages businesses to do this in order to ensure that a brand’s? data is accurately delivered.?
Application Programming Interface
Google will be introducing their Privacy Sandbox. The Google Privacy Sandbox can be interpreted as an evolving ad targeting technology that will replace cookie-based targeted advertising. There are conflicting release dates, with many suggesting the second half of 2023. The Privacy Sandbox will allow for user privacy all the while helping businesses and brands generate advertising revenue.
Technology is an ever changing tool, and will continue to both positively and negatively affect businesses, brands, and marketing. In the meantime, Marketers can continue to adapt all while still respecting user privacy.?
Works Cited:
Cipriani, Jason. “Apple Rolls out IOS 14.5 with Controversial Privacy Feature.” ZDNet. ZDNet, April 26, 2021. https://www.zdnet.com/article/ios-14-5-arrives-with-controversial-privacy-feature-face-id-improvements-and-new-voices-for-siri/.?
Kedet. “How IOS 14's Update Will Impact Your Facebook Ads " War Room Inc.” War Room Inc, September 23, 2021. https://www.warroominc.com/institute-library/blog/how-ios14-update-will-impact-your-facebook-ads/#:~:text=This%20means%3A,serve%20less%20personalized%20ad%20copy.?
Lomas, Natasha. “Google Starts Global Tests of Privacy Sandbox Ad Targeting.” TechCrunch. TechCrunch, March 31, 2022. https://techcrunch.com/2022/03/31/privacy-sandbox-global-trials/.?
Meador, Larry. “How Does Apple's IOS14 Impact Google Ads?” EIN News. EIN Presswire, August 17, 2021. https://www.einnews.com/pr_news/548616682/how-does-apple-s-ios14-impact-google-ads#:~:text=Thankfully%2C%20Google%20Search%20Campaigns%20are,impact%20with%20the%20iOS14%20update.?
Vakil, Tamir. “Apple’s New IOS 14 Update and Its Impact On Advertising .” Power Digital Marketing, June 28, 2021. https://powerdigitalmarketing.com/blog/apples-new-ios-14-update-and-its-impact-on-advertising/#gref.