Earlier this year, Apple announced the latest framework for the AppTrackingTransparency (ATT) feature, which has been implemented on all iOS devices starting from April 26th, 2021.
In the latest update, this feature allows the iPhone and iPad users the option to opt out from receiving targeted ads on their newsfeed. Facebook and Instagram need permission from the users to gather and track their data for placing personalized ads. With this new update, it makes quite a challenge for retailers and businesses to find and push ads to their target audience.
There are over 98% of active users on Facebook and about 1 billion iPhone users, which will certainly affect retailers targeting that audience and compromise the efficacy of Facebook ads.
Keep on reading this blog, to learn in detail how does this new update affects Facebook Ads and how can you change your game in targeting your audience.
One of the major impacts of this new update is Facebook ads now have lesser visibility than on previous iOS versions. Since now the iPhone users can block personalized ads, thus, they won’t be included in your marketing strategy.
However, on the other hand, it can also be a blessing in the sky.
Well, simply, with this new update, iPhone users can make a rational decision whether or not these ads are helpful for them in the future. If some of these users choose to accept data tracking, they can be a valuable asset and potential customer for the marketers to target and generate revenue.
If you think asking for permission to place targeted ads may result in fewer users to push ads. However, this is something we have already experienced before, on email marketing.
Back in the day, the opt-in option of email marketing had seen a decline in the targeted audience. However, gradually users started to grant permission to marketers to target them with ads by becoming their subscribers.
Similarly, this new update may result in the fewer audience to target, those users who grant the permission will be highly coveted.
Impact On Tracking
With this new update, there is a limit to information being leveraged. Thus, it makes a huge impact on event tracking, attributes, audiences, and reporting.
However, Facebook has notified businesses placing ads on their Ads Manager how to make the most out of their advertising campaigns.
To help businesses, Facebook brings a new change to its click-through attribution, decreasing from 27 days to 7 days. This means the stats of your ads are based on activity within 7 days of clicking on your ad, or within 24 hours of viewing it.
Nonetheless, the stat doesn’t include the data of those iPhone users who have declined your request to place personalized ads.
Businesses no longer have all the data to leverage in their marketing strategy as they provided in the previous versions.
iPhone users who have refused to share their data with Facebook will not be included in your reporting. So, whatever activity they have on Facebook, you won’t be notified.
This is probably now one of the biggest obstacles businesses have to face. It’s just like going back to the old days of TV and radio where we know our advertising efforts are working, but we didn’t know how much.
On the other hand, Facebook provides an in-depth report of every single cent businesses invests. Sadly, this feature will not be available anymore.
Now, businesses must monitor their sales through their e-commerce platforms such as WooCommerce or Shopify. These platforms will show you the real picture of your sales. You also need to estimate how much business you’re getting from Facebook, even if you’re not getting the full picture from it.
These new changes will affect Google as well, as you won’t get an accurate report from Google Analytics.
What Should You Do?
It’s not the end of the world, there are still various methods you can leverage to make the most out of your advertising campaigns and generate leads and conversions. You need to:
Focus On Email Marketing
Now’s the good time as any to develop and work on your email strategy. Leverage Facebook ads to usher your audience to your website then, try to collect their email addresses. So, you would be able to target them and push ads on their emails and also use these email addresses to target them with Facebook ads.
There is various software available on the internet that enables you to create a custom Facebook audience based on your email list that updates automatically when new users subscribe to join your list.
Furthermore, you can also leverage Facebook Lead ads to gather email addresses from within Facebook. Then you can utilize these emails to create a custom audience and reach out to them through an email sequence.
As there are so many businesses asking for email addresses from their prospects, So you need to be a little more creative in order to stand out; giving “10% Off” will just not cut it. One of the best ways to gather emails is to run a competition and give something special for winning subscribers.
If you think a picture is worth a thousand words, videos would certainly be worth millions. It’s a great tool to grab the attention of your target audience and should be leveraged on Facebook ads.
You can attract people who aren’t aware of your product or service with visually appealing videos. You can further re-target your audience who are in the middle of the funnel that has already watched your video.
The goal is to show more information on your ad and ease the process of middle to funnel the audience into conversions.
There’s no denying the fact that there is a big change in advertising with this new update and it will definitely have its repercussions. However, their effect will not happen overnight, you will still have time to recuperate and devise new strategies to target your audience effectively.
Changes happen all the time. There was once a time when newspapers were the only medium to place ads. Then, came radio and TV, and now streaming services like Netflix showed up, putting an end to broadcast ads forever.
Times and methods change, but the principle of marketing still remains the same. That is to deliver the right message to the right audience at the right time.
Privacy has always been a huge issue, especially with online apps which Apple dealt adequately to protect its users’ data. In the coming years, we are expecting others to follow in the footsteps of Apple and protect the privacy of their users.
We still believe that Facebook is still a dynamic platform to target prospects. We just need to accept these new changes and work our way around adapting to new methods to target audiences.