When it comes to Facebook Ads every advertiser knows the importance of consumer data. It inspires, builds and drives campaigns, and in every case can mean the difference between a campaign’s success or its failure. Obtaining data about consumers’ online behaviour allows marketers to target the right groups, understand the effectiveness of their Facebook Ads and avoid throwing money into an empty void by focusing funds where it matters most. As a Digital Marketing Agency in London, we keep a close eye on the numbers to ensure ads budgets are used effectively.
From the perspective of the consumer, the idea of their data being collected to understand their online behaviour is most of the time thought of in a negative light and is seen as an ‘invasion of privacy’ but in actuality, it really isn’t all bad! It forms a two-way relationship between the consumer and marketers. It has huge benefits for both parties and consumers may not even realise this two-way relationship even exists.
Rather than having random, irrelevant Facebook Ads pop up on consumers’ feeds for services or products they don’t need, targeting by means of analysing data allows marketers to push the relevant Facebook Ads to consumers who would be interested in them. This benefits the consumer as they will be exposed to content suited to their needs and interests while also benefiting the marketers as their marketing efforts would be more likely to pay off.
This is all about to change.
Apple has recently announced the upcoming changes to iOS 14 that will have a drastic impact on how marketers receive and process conversion events from tools like the Facebook Pixel and how personalised ads will be delivered to users. Businesses that advertise on mobile apps, as well as those which optimise, target, and report on web conversion events from any of the business tools, will be affected. Apple will require all apps in the App Store to present users with a discouraging prompt to opt-out of data tracking on iOS 14 devices and if they do, data will be missing, skewed or delayed.
We believe users should have the choice over the data that is being collected about them and how it’s used. Facebook can continue to track users across apps and websites as before, App Tracking Transparency in iOS 14 will just require that they ask for your permission first. pic.twitter.com/UnnAONZ61I
— Tim Cook (@tim_cook) December 17, 2020
Small businesses have small budgets. For these small budgets to work, they have to be targeted at the customers that matter to small businesses. It doesn’t do a local wedding planner any good to reach people who aren’t planning a wedding. Put simply, by dramatically limiting the effectiveness of personalised Facebook ads, Apple’s policy will make it much harder for all businesses to reach their target audience, which will limit their growth and their ability to compete with big companies. Facebook does not anticipate the proposed iOS 14 changes to cause a full loss of personalisation in the short-term but rather a move in that direction over the longer term.
Facebook has expressed their response to Apple’s iOS 14 update to which they strongly disagree with but have no choice but to accept Apple’s policy otherwise risk Facebook being blocked from the App Store. Putting the millions of businesses who depend on the platform and Facebook Ads at risk is not a step Facebook wants to take. Furthermore, Facebook believes that personalised ads and user privacy can coexist, without the collateral damage iOS 14 will bring. Facebook, and others in the industry, are investing deeply in solutions that increase privacy while still enabling businesses to thrive online.
So, advertisers, fasten your seatbelts, It’s going to be a bumpy ride!
If you want to read more about Facebook Ads, have a look at our 4 Facebook Ads tips to try right now!
Never miss a Monumental Moment again.