You might have seen the news everywhere regarding the changes to Apple. There is a whole heap of information that can seem pretty confusing so we want to break it down for you in terms of what this means for consumers & advertisers, & what changes can be made to try & negate this. First of all, let's explain in simple terms what these changes actually are.
Apple has announced changes with iOS 14 that will impact how we receive and process conversion events from tools like the Facebook pixel.
Apple will begin to require that all apps in the App Store show a discouraging prompt to users on iOS 14 devices, & users will need to explicitly opt-IN (not opt-OUT) to provide these permissions.
This prompt will appear when using all iOS apps, including apps within the Facebook family (Facebook, Instagram, Messenger, WhatsApp) & if people choose to opt out, it means that advertisers will no longer be able to display targeted advertisements in their Facebook feed based on user data collected from apps and websites - e.g. if someone opts out, it basically renders the Facebook pixel useless for that user on mobile - but they can still be targeted on desktop.
If a user visits your website directly via desktop or clicks a link from desktop on Facebook that drives to your website, the Facebook pixel should be functional.
The other important thing to note, is that ALL advertisers are going to be affected– whether that be Pinterest, LinkedIn, Snap Chat, Tik Tok, YouTube, or Google.
So what does this mean for consumers? Well if you are an iOS user we would strongly suggest you consider not opting out of allowing platforms to use your data for tracking purposes, because the data is actually there to make your user experience better.
Facebook (& advertisers) use this data to curate your user experience based on your intent & interests as demonstrated by your browsing behavior.
That is why two people feeds can be completely different - take Meg's vs her partner Ben's feed. The ads they are seeing are completely tailored to them based off their browsing history & algorithms.
If you take the ability to target away, it means their Facebook experience will be much less curated & everyone will basically see the same ads.
In our next post we will share what these changes will mean for advertisers & small businesses using the platform.
Are you currently advertising on Facebook & feeling pretty overwhelmed or confused by all these changes? We can help. Book a Marketing Your Business Brainstorming Call & see how we can help you make sense of these changes & ensure you still win with your digital advertising.
Book here >> https://growth.getdigitalinfluence.com/book-with-me