iOS 14 brought about major changes to our smartphone, but the most important changes are being developed in the background, as Apple focuses on app privacy and activity tracking.
In simple words, the new update which is to be rolled out in iOS 14.5, focuses more on ad tracking and allows users more control over their data and what they want to do with it. This move in general has sparked a public debate amongst Apple and Facebook, with Facebook deeply concerned over how the update will impact ad targeting and tracking for the many small and local businesses that use its platform for marketing and advertising. Although thorough information about the new update has been released by Apple, it is important to make note that the extent of its impact on advertisers is yet to be seen and recorded. It’s only a matter of time!
What do we know about the iOS 14 update?
A policy known as the App Tracking Transparency Policy (ATT) states that users will be asked for permission before apps can use their unique Identifier for Advertisers (IDFA) for third party ad tracking. Apple has confirmed this fact. Looking on the app side, developers will be required to seek permission to use certain information from other apps and websites for advertising purposes to comply with the ATT policy.
The new update will prompt a screen to the App Store containing information about app privacy, tracking data and linked data:
Image Source: Apple Inc
And an in-app permission prompt for opt-in for tracking:
Source: Twitter.com
Most likely the reason Apple is undergoing this significant update is to firstly make users more aware of what an app may most certainly track before they decide to install it, and secondly, allow users to make their own choice regarding tracking of their data when a certain app is installed. We are all quite aware that Apple takes user’s privacy very seriously and it’s their priority.
Impact of this Update on Advertisers:
The impact of this update is quite worrisome. This update means that the user will now have to make a choice whether or not to let apps track their data, and it’s assumed that many will opt-out of it. This can be due to the fact that many users are not fully aware of the Digital Marketing ecosystem. In the absence of crucial information, paid advertising may suffer some damage, although we can only know the extent of it’s impact once the update is rolled out and in play.
Let’s hope to receive some better effects!
Preparing for the changes: Facebook Ad Users
Facebook has officially announced and outlined the significant changes advertisers may witness on their platform. To try and decrease the impact of any data loss from the iOS 14 update, Facebook has created “Aggregated Event Measurement” which they have designed to “help you measure campaign performance in a way that is consistent with consumers decisions about their data.”
Below are some changes which Facebook Ad Users may witness:
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Conversions: Advertisers will be limited to eight conversion events per domain i.e. eight pixel-based events, or eight custom conversion events. No action is needed and this change will happen automatically, but it is important to plan for no more than eight conversion events.
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Domain verification: Facebook is moving pixels over to domain-based ownership. If you use pixels, verify your domain with Facebook to minimize any disruption to your data. Verifying your domain is critically important if your pixel is managed by multiple parties.
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Targeting: As people stand to opt out of tracking after the iOS 14 update, the number of app connections and custom audiences for app and web activity will likely decrease. To account for this, broaden your audience to capture more potential customers. This may significantly impact targeting for specific audiences.
Preparing for changes: Google Ads users: With the upcoming changes to IDFA in the iOS 14 update, Google Ads has taken a different pathway to Facebook Ads and decided to make a switch to another Apple ad tracking tool: the SKAdNetwork. Google is currently pushing Apple to improve the SKAdNetwork, as it is considered ineffective to enable advertisers to track users and data.
Below are the key changes to expect in Google Ads and how to prepare for them:
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Reduced conversion visibility: Google has announced that ATT policy will indeed “reduce visibility into key metrics that show how ads drive conversions (like app installs and sales) and will affect how advertisers value and bid on ad impressions.”
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Upgrade to latest Google Analytics for Firebase: For advertisers using Google Ads, Google has recommended upgrading to the latest version of Google Analytics for Firebase to enable SKAdNetwork support.
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Monitor campaigns and adjust bids accordingly: Advertisers using Google Ads on mobile devices should also monitor iOS campaign performance and delivery as the update takes effect and adjust their bids and budgets to achieve their goals accordingly.
