It’s been several months since Apple’s iOS 14 update went into effect and the dust has started to settle. One of the main questions was, “How do advertisers deal with changes to mobile tracking?” “
Earlier this year, we talked about how this change could impact advertisers, but now we want to follow. Have new strategies evolved? What did advertisers do to reach their target audiences?
In this article, we’ll explain how advertisers navigated the iOS 14 mobile tracking changes and give you some tips on how to have continued success with social media and online advertising.
Wait, what happened with the iOS 14 update?
To sum up, in early 2021, Apple released a new update that would impact how advertisers reach their audiences. With the iOS 14 update, users had to register or authorize an app to track their activity outside of the platform.
So why were advertisers and marketers concerned? Well, many ad campaigns target audiences based on their online behavior. If an app can’t track this information, the ads will become less personalized and, in turn, might be less effective.
The concern of marketers was that they wouldn’t be able to serve their ads to people based on certain activities, like if they had visited their website, for example. This meant that the ads would likely have smaller audience sizes and less accurate reporting.
Additionally, with this update, advertisers are only allowed to use a maximum of eight conversion events from a single website domain. This means that if you run a campaign and track several different types of conversions (like leads, landing page views, purchases), you will now be capped at eight at any given time.
Now you may be wondering, “What did the advertisers do? “ Let’s discuss it below.
How Advertisers Are Navigating iOS 14 Mobile Tracking Changes
While the iOS 14 update pushed advertisers through even more hurdles in setting up their ad campaigns (getting domain verification and handling aggregated events), the update ultimately didn’t. not the death of retargeting or Facebook ads.
Of course, there have been changes. So far it seems more than 90% of users opt out of data tracking. This is more than what industry experts predicted.
So what did the advertisers do?
1. Diversify advertising spending.
The main story of how advertisers navigate the latest iOS tracking update is the diversification of ad spend.
This means that companies have shifted some ad spend that was previously allocated to Facebook to other platforms like Google due to remarketing features and the ability to target users based on search intent.
2. Report Facebook’s success with Google Analytics.
While some of the money is still used to advertise on Facebook, there are different ways to report.
Businesses have started using UTM parameters on their site URLs to drive data tracked by Facebook to Google Analytics. This means that you can use Google Analytics to track some of the activity of your Facebook advertising campaigns.
3. Use of data held for lookalike audiences and retargeting.
Strategies such as using similar audiences or retargeting a mailing list continued to generate results. With privacy updates becoming a norm for big tech companies, marketers will need to start focusing on data held to inform their campaigns.
With your own data (such as a mailing list), you can target similar audiences Where retarget those same people.
Keep in mind that you can still use the old method of campaign retargeting because not all of your audience is on iOS devices. You can still use the channel as a cost effective way to see some return on advertising spend (ROAS).
4. Use other Facebook advertising options.
In addition to these new ways of approaching advertising campaigns, some advertisers are investing in other ways to reach audiences on Facebook.
For example, you can use the messaging goal to create a lead generating chatbot on Facebook Messenger. There are options to retarget users who contact you on Messenger and start conversations with new prospects who click on one of your ads.
Additionally, Facebook has another strategy that advertisers have explored: Facebook lead ads (in-app lead form).
While using your own landing pages is certainly the preferred method, in a world without cookies, using lead forms on Facebook can help you generate leads and capture first-party data.
IOS 14’s mobile tracking changes made Facebook ads less effective, but there are still ways for advertisers to target their audience and generate leads on the platform.
Originally posted Sep 27, 2021, 7:00:00 AM, updated Sep 27, 2021
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HubSpot Inc. published this content on September 27, 2021 and is solely responsible for the information it contains. Distributed by Public, unedited and unmodified, on September 27, 2021 11:11:02 AM UTC.