Learn how iOS 14 might affect Facebook ad targeting and how you can prepare.
There's a lot going on in the ad space right now, specifically about the impending changes as a result of a cumulative turf war between tech giants, who scantily promote their battle as the war on privacy on the part of Apple.
Up until now, it's been a free-for-all, anyone could pay to play and the capabilities therein were plentiful. So naturally, Facebook advertisers shrink in fear at the thought of losing access to valuable data, thus significantly hurting their ability to show targeted ads to potential customers.
The big question in orbit?
"Is this the end of Facebook advertising?"
My answer: "Not a chance, this is where real marketing begins."
With that being said, there will be significant changes that will affect Facebook, especially in the short term, but Facebook is adapting, and brands and marketers are called to do the same.
Let's discuss it further:
How iOS 14 affects Facebook marketers
There are plenty of resources outlining the situation with iOS 14, particularly from Facebook itself and industry-leading marketers like Nick Shackelford's. At the high-level, Apple announced changes with iOS 14 that will impact the way in which Facebook is able to receive and process conversion events from tools like the Facebook pixel.
So in essence, any business that advertises mobile apps, in addition to those who optimize, target, and report on web conversion events will be affected. Basically, Apple is requiring that all apps in the App Store now show a prompt to its users on iOS devices asking the user for permission for the app to track them outside the platform in different ways.
This new iOS 14 policy will prohibit certain data collection and sharing unless people opt into tracking on iOS 14 via this prompt. This may look or sound relatively familiar as most websites with any form of cookie tracking on their website rushed to establish prompts in response to the GDPR requirements. An example of this is are often seen on a news site or blog that you have visited:
If iOS users elect to opt-out of Facebook’s tracking, the following domino effect will result:
If Facebook is not able to track user behavior, the effectiveness of the tracking pixel and all of its implications is severely diminished. This results in inaccurate reporting for conversions all the way down to ineffective remarketing efforts.
Targeting options will be weakened. That means your ability to create hyper-personalized ads to audiences may be hindered greatly.
Less targeting options means more wasted spend and less personalization of ad copy.
What's Facebook’s response to iOS 14 to this?
At this point it's pretty obvious that Facebook's response to this update is borderline panic, personally, I don't know how they didn't foresee and properly prepare for this is beyond me as the update has the potential to be extremely detrimental to their revenue. According to Statista.com, 79.9% of users on Facebook only use the application on their mobile phone compared to 1.7% only using it on desktop or laptop computers. The remaining 18.5% use it on both.
Out of that 79.9%, there will be a large portion who will be using an iOS device with the iOS 14 update. From that number of users, there will be a percentage who will actually allow the app to track their data but how many of them will be is unknown and not likely to be a large fraction of the overall. With popular documentaries such as “The Social Dilemma” in addition to years of user data scandals, It can be assumed that a majority of iOS users will opt-out of Facebook’s tracking. Unfortunately, we'll have to watch how it'll play out.
Facebook ultimately responded by counter-attacking Apple’s decision, stating that it is going to negatively affect small businesses looking to advertise on their platform. Of course, this sentiment is true but ultimately it's rather manipulating. Facebook benefits the most from large corporations advertising on their platform, and the data of its users so although small businesses add to that revenue, they certainly aren’t the primary players in Facebook’s advertising business model. When large corporations with millions of dollars to spend on advertising decide that it’s no longer worth spending that money on Facebook and decide to go elsewhere, that is where the panic sets in.
To be clear, these changes will 100% affect small businesses. In fact, it will have a massive impact on all businesses advertising on the platform. In a post titled Speaking Up for Small Businesses, Dan Levy, the VP of Ads and Business Products at Facebook, outlines his arguments against the iOS update. In the article, he claims Apple is enforcing the update to encourage apps to include in-app payments and subscriptions (all of which they would profit from). He also explains how the update hurts small businesses’ ability to target - Small businesses have lower budgets and need as many options to refine targeting as possible. Additionally, Levy points out how Apple isn’t necessarily playing by their own rules, meaning that Apple’s own personalized ad platform isn’t subject to the new iOS 14 policy, therefore Apple doesn’t need to send you the prompt but other applications do.
How does iOS 14 affect your Facebook ads?
There are a variety of ways in which your ads will be affected by this update. The following are well pointed out:
Businesses will be forced to turn to subscriptions and in-app payments
This repercussion is related to Apple 'not playing by their own rules’. Quite simply, they don’t get a cut from Facebook’s ad revenue or other apps with similar business models, but with in-product subscriptions or payments, they do.
Less efficient and less effective advertising
As mentioned, this comes down to the ability to track events and behavior like you used to. If done properly, all Facebook advertising strategies will have some form of remarketing, conversion tracking, or lookalike generation—these all rely on the effectiveness of the Facebook tracking pixel. If users opt-out of tracking, this renders the Facebook pixel useless for that user. If all users who are on Facebook’s properties on an iPhone opt-out of Facebook’s tracking, you will not be able to subsequently advertise to those individuals via remarketing in the future on their mobile device.
Fewer website sales from ads
This assertion is made from Facebook’s “studies” through their own data so it should be taken with a grain of salt. However, the trend towards de-personalized ads is going to have an impact on those looking to boost sales via Facebook. In particular, a loss of personalization that could result in 60% fewer website sales from ads.
Drop in Facebook app install ad revenue
That loss of personalization could lead to a drop in revenue by 50% resulting from Facebook app install ads. This point is being made for those who create applications and promote them using Facebook ads. The point is similar to the previous one mentioned above, implying that loss of remarketing and personalization of ads will result in massive reductions in revenue.
Greater difficulty for small businesses to reach their ideal audience, limiting growth
This refers to small businesses ’ ability not only to remarket to users who have visited their website but to also leverage that pixel data to render lookalike audiences.
How to plan around the iOS 14 update
As I’ve mentioned, the main component of Facebook advertising that is going to be affected by this is pixel tracking. That means remarketing lists, conversion events, and so on. When you create a conversions campaign on Facebook the algorithm learns and optimizes in a way to drive more of the desired action for you. Some simple workarounds for the update in the immediate future would be:
Exclude iOS devices from campaigns with conversion objectives
This isn’t a permanent solution to running paid advertising on Facebook in the future, but doing so may give you insight into what you can expect when the update takes effect.
Create campaigns outside of the conversion objective
This would mean running web visit campaigns or others and using your website’s internal tracking to determine if a sale or conversion occurred as a result of the ads. UTM’s and a variety of other tactics can be used to determine which campaign, ad set, and ad that a conversion took place from without having to rely 100% on Facebook’s tracking pixel. Lead ad campaigns can be used as well. This strategy will not negate the impact on retargeting audiences but will aid in your ability to drive results from prospecting campaigns.
Create an extra layer or break down your conversion flow on your landing pages
What I mean by this is to require that users give you information about themselves earlier in the conversion process. First name, last name, or email addresses can be retroactively uploaded back into Facebook to generate custom audiences for retargeting purposes. This is a very roundabout way of approaching the issue but may allow you to rely more on folks who are willing to give you some information rather than the pixel fires from simple page views.
The future of Facebook ads
One of the beautiful things about the digital space is it's always changing and evolving. So to that note, this is not the end of Facebook advertising. I believe that there will be several workarounds in the coming months to help advertisers weather the storm.
In the meantime, there are a few things that you can do to prepare yourself for the changes in order to put your business in the best possible position to succeed from an advertising perspective. Beginning testing and attempting to rely less on the Facebook pixel is step one.
You can also explore ways to get more out of other advertising channels to build remarketing audiences through their platforms. There will be resolutions in 2021 to mitigate the damage caused by these updates and as in all things, we'll adapt, and overcome.