{"id":1489,"date":"2020-12-23T17:16:33","date_gmt":"2020-12-23T17:16:33","guid":{"rendered":"https:\/\/tridence.com\/blog\/?p=1489"},"modified":"2020-12-23T17:16:34","modified_gmt":"2020-12-23T17:16:34","slug":"apple-vs-facebook-the-battleground-of-ios14-and-what-it-means-for-you","status":"publish","type":"post","link":"https:\/\/tridence.com\/blog\/apple-vs-facebook-the-battleground-of-ios14-and-what-it-means-for-you\/","title":{"rendered":"Apple vs. Facebook: The Battleground of iOS14 and What It Means For You"},"content":{"rendered":"\n

It\u2019s no secret that Apple and Facebook are clashing. In Apple\u2019s upcoming iOS14 update, changes will be made that directly impact Facebook advertiser\u2019s ability to track, optimize, and target customers as they currently do. But it\u2019s not all bad! Let\u2019s break down what we know, what we can do, and why this may not be as dark as it initially seems for advertisers.<\/p>\n\n\n\n

Apple and Facebook Clash Over Ad Tracking<\/h2>\n\n\n\n

Opened Ads Manager recently? You\u2019ve likely seen this scary notification pop up: <\/p>\n\n\n\n

\u2757<\/em>Upcoming Impact to Your Marketing Efforts<\/em><\/strong><\/p>\n\n\n\n

Apple has announced product and policy changes that may significantly impact the way you can run ads, measure performance, and engage your customers. <\/em><\/p>\n\n\n\n

Grim.  <\/p>\n\n\n\n

What We Know about Facebook and Apple\u2019s iOS14<\/strong><\/h3>\n\n\n\n

\u2705  We know the update to iOS14 is announced to happen in early 2021 and will require all apps to explicitly ask for permission to gather data and track users across mobile apps and websites. <\/p>\n\n\n\n

\u2705  We know what this question will look like<\/a> when presented to users, and we know that the majority of them will select \u201cAsk App not to Track\u201d, prioritizing privacy over a custom ad experience. <\/p>\n\n\n\n

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<\/figcaption><\/figure>\n\n\n\n

\u2705  Most Facebook users that have an Apple device will receive the notice \u2013\u2013  those with iPhones, iPads, etc who use the Facebook app, and those who use Safari. Instagram will also be impacted for those users. Those who use Chrome, an alternative browser, or use the Facebook app on their android device are safe (for now). <\/p>\n\n\n\n

\u2705  We know that less than 20% of people worldwide use Apple devices and\/or the Safari browser.<\/p>\n\n\n\n

\u2705  We know that losing that tracking information hinders our ability to provide a targeted ad experience to users. <\/p>\n\n\n\n

\u2705  <\/strong> Some impactful changes have already taken place. iOS13 limited the tracking of cookies to just 7 days, so Facebook is already limited to attributing conversions to actions that occurred within only a week\u2019s time. Custom audiences are impacted by this as well. In that sense, this information isn\u2019t new<\/em>, it\u2019s the next step in privacy. <\/p>\n\n\n\n

\u2705  We know that Facebook needs us, the advertisers, on their side. Chances are you\u2019ve already seen their ads about \u201cSpeaking Up For Small Businesses<\/a>.\u201d However, the relationship between Facebook and its users & advertisers is a tumultuous one! Facebook\u2019s policy support team leaves much<\/strong> to be desired. Their policy checking is next to robotic, resulting in harsh restrictions and bans that impact nearly every advertiser at some point. But we love Facebook advertising! We love it because it is impactful and extremely cost-effective \u2013\u2013 probably the most effective ad platform there is right now from a targeting and tracking perspective. And we think even with these changes from Apple, Facebook advertising will continue to be impactful for marketers and businesses.<\/p>\n\n\n\n

How to Prepare for iOS14 and Facebook Ad Management<\/strong><\/h3>\n\n\n\n

Now, more than ever, it\u2019s vital to take a step back, look beyond the stats of Ads Manager, and take in the whole picture of your digital marketing strategy. <\/p>\n\n\n\n

\ud83d\udca1 Pay Attention To Your Own Data <\/strong><\/p>\n\n\n\n

Ads Manager isn\u2019t currently 100% accurate, and it\u2019s only going to get worse. It\u2019s crucial to have a pulse on your month-over-month return, so you can make informed decisions for your accounts. Look at what you spent and what worked overall, then come up with a personal data strategy that works for YOU. Don\u2019t get caught up in the day-to-day mantua, because conversion tracking is going to be off. <\/p>\n\n\n\n

\ud83d\udca1 Finetune Your Targeting <\/strong><\/p>\n\n\n\n

There will be less user interaction data when those Apple users opt-out. It\u2019s up to us to build a customer avatar that knows what our audience\u2019s interests are, their age groups, genders, etc. Who is your customer and how does what you offer help them? You\u2019ll need to use that avatar to inform your targeting as options like lookalikes become less powerful. <\/p>\n\n\n\n

\ud83d\udca1 Optimize for Facebook Standard Events<\/strong><\/p>\n\n\n\n

Make sure you are following, using, and optimizing for standard events with conversion campaigns. Standard events being those predefined actions like \u201cadd to cart\u201d, \u201cpurchase\u201d, \u201cview content\u201d, etc.  Facebook will likely phase out things like custom conversions, and it\u2019s possible that they will automatically turn them off for us as they become obsolete. <\/p>\n\n\n\n

\ud83d\udca1 Do the Very Least <\/strong><\/p>\n\n\n\n

Verify your domain in Business Manager. Now. Go. <\/p>\n\n\n\n

Our Thoughts on iOS14 and the Future of Facebook Ads<\/strong><\/h3>\n\n\n\n

Cookies have been around for a long time now, and play a primary role in how we track our audience. As marketers, we are staring at a potentially massive change in terms of how to best optimize. Will cookies be a thing of the past in 2-3 years? How different will they look? <\/p>\n\n\n\n

Part of marketing is adapting. We must be able to innovate and shift to get our messages to our customers. Don\u2019t put all your eggs in one basket and don\u2019t be a fairweather advertiser. Diversify your digital marketing portfolio and stay flexible with your strategy. This is just one of many changes we\u2019ll see in our advertising lifecycles, and we\u2019re here to play the long game. <\/p>\n\n\n\n

Check out our\u00a0latest episode of Ultimate Marketer Podcast<\/span>\u00a0to learn more about this and all things marketing! Available on\u00a0Apple Podcasts<\/span>\u00a0and\u00a0Spotify<\/span>.\u00a0<\/p>\n\n\n\n

<\/p>\n\n\n\n

Author: Holly King<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

It\u2019s no secret that Apple and Facebook are clashing. In Apple\u2019s upcoming iOS14 update, changes will be made that directly impact Facebook advertiser\u2019s ability to track, optimize, and target customers as they currently do. But it\u2019s not all bad! Let\u2019s break down what we know, what we can do, and why this may not be […]<\/p>\n","protected":false},"author":1,"featured_media":1491,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"jetpack_post_was_ever_published":false,"tdm_status":"","tdm_grid_status":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_metasync_otto_title":"","_metasync_otto_description":"","_metasync_otto_keywords":"","_metasync_otto_og_title":"","_metasync_otto_og_description":"","_metasync_otto_twitter_title":"","_metasync_otto_twitter_description":"","rank_math_title":"","rank_math_description":"","_yoast_wpseo_title":"","_yoast_wpseo_metadesc":"","_aioseo_title":"","_aioseo_description":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[16],"tags":[22,49,226,225,228,56,227],"class_list":["post-1489","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands","tag-ads","tag-facebook","tag-facebook-ads","tag-facebook-vs-google","tag-fbads","tag-google","tag-ppc"],"acf":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/tridence.com\/blog\/wp-content\/uploads\/2020\/12\/facebook-apple.jpg?fit=1024%2C538&ssl=1","jetpack_sharing_enabled":true,"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/tridence.com\/blog\/wp-json\/wp\/v2\/posts\/1489","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tridence.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/tridence.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/tridence.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/tridence.com\/blog\/wp-json\/wp\/v2\/comments?post=1489"}],"version-history":[{"count":1,"href":"https:\/\/tridence.com\/blog\/wp-json\/wp\/v2\/posts\/1489\/revisions"}],"predecessor-version":[{"id":1492,"href":"https:\/\/tridence.com\/blog\/wp-json\/wp\/v2\/posts\/1489\/revisions\/1492"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/tridence.com\/blog\/wp-json\/wp\/v2\/media\/1491"}],"wp:attachment":[{"href":"https:\/\/tridence.com\/blog\/wp-json\/wp\/v2\/media?parent=1489"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/tridence.com\/blog\/wp-json\/wp\/v2\/categories?post=1489"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/tridence.com\/blog\/wp-json\/wp\/v2\/tags?post=1489"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}