- iOS 17 coming this month?
- Apple continues to prioritize user privacy; specifically in the ad space?
- A new feature for privacy is "Link Tracking Protection"
- Private browsing is the only browsing that is affected (~1/5 people use it)?
- Apple will remove the User ID from private browsing sessions?
- Facebook, Google, and TikTok use User ID to stitch together multiple browsing sessions
- Businesses with longer sales cycles, and multi-session shopping experiences will have more trouble tying top-of-funnel ads to conversion?
- UTMs are not going anywhere; FPCLID, GCLID, and Tags from marketing automation platforms will be removed
- Marketers will have to shift their perspective from being ad-platform-focused to looking at the entire cycle to understand where the offer is breaking down - Ad side, website, email/outbound/retargeting - where is the strategy breaking down?
- Post-purchase surveys are still an effective way to get good data and a great workaround for data that will not be available in your ad platform anymore - specifically what efforts work with new customers
- *Pro tip from Chris Walker and require a free-form field to do this before the sale for complex and B2B sales cycles?
- Tracking WILL look different for ~20% of users, understand that and prepare?
- Future state: This will require people to focus on great content and creative for the top of the funnel and focus back in on conversion for the bottom of the funnel??
- [22 Min] https://open.spotify.com/episode/0Kpknp7l0uQ0CfAALklmZK?si=v3xVYsQ2QzeLIxhfo74X3A[Bonus] Marketo Specifics:?
- Tracked links in Marketo will not be impacted unless end users are in private mode
- There will be a short-term impact to “view as webpage links” that are tokenized, these will be remedied on 10/24/23, until then Marketo users can choose to use the “include view as web page” option in email settings. If end users are in private mode either method's setting will provide an error.?
Glad you enjoyed it!