Are you a Facebook marketer?
If so, you may have already felt the effects of the iOS 14 update. For many business owners, these consequences have resulted in a drop-in conversion, an increase in CPC, and unstable performance.
The community of digital marketers is currently in a state of panic or confusion as a result of all these changes.
Don’t worry; we’ll cover what it is and how to handle these issues in this article.
What really is iOS 14.5 Update?
According to Apple, the IDFA (Apple ID for Advertisers) was created to help advertisers assess ad effectiveness and follow individuals and devices.
In essence, the iOS 14 update asks users in a pop-up if they want apps like Facebook or Instagram to be able to monitor their online activity.
Facebook has taken months to figure out how the update affects businesses and agencies’ performance marketing workflow, which includes targeting, optimizing, and reporting conversion events.
Additionally, Facebook will modify its attribution windows once the change is made available.
- 28-day attribution will no longer be supported.
- 7-day click attribution will remain
- 7-day view through attribution will not be supported
How is the iOS 14.5 update making an impact on Facebook and other social media platforms?
Facebook and other social media networks that use pixels for retargeting now need to adjust, like Snapchat. Less data is being recorded for actions like “Add to carts” and “purchases” as a result of user opt-out of tracking pixels (across all social networking site that uses pixels).
Users who chose not to have their activity tracked will likewise be removed from remarketing lists. Although not everyone is free from tracking, all social media networks that employ remarketing tags will experience a decline in audience sizes.
Additionally, the attribution window has been changed from 28 to 7 days. For example, if a campaign generates a purchase on day 8, the campaign will no longer be given credit for that conversion.
Data can sometimes be up to three days late, which could have an impact on reporting.
We used to track many conversion actions from a single Facebook user before this modification. We can track one event based on priority if a user opts out of tracking.
As a result, there will be a reduction in all audiences for social channels using remarketing pixels that include or exclude visitors, and CPC (Cost Per Click) and cost outcomes are anticipated to rise across campaigns.
4 smart steps to adopt the iOS 14.5 impact
Personalize with your own branded data
Although personalization and contextualization can be challenging to some extent, they are also not impossible challenges. At this time, brands will rely on owned data more than ever and utilize features like geotargeting, multilingual campaigns with customized offers and weather-based creatives, as well as rely on video advertisements for higher engagement.
Additionally, you can distinguish between advertising that still functions and ads that brought up these results. With Facebook advertising, brands may now employ automation and use more creative strategies, emphasizing long-term value rather than immediate profit.
Make specific conversion events a priority
Yes, data shows that it matters how consumers made their purchases. But when the updates come out, you might want to change your campaign strategy.
However, this time, you might wish to check your Facebook performance measurement data for other specific events.
For example, if you only get information after a transaction, try focusing on last-click events in FB and GA Metrics. Consider it a way to focus your search and eliminate unimportant choices by focusing on the conversion itself rather than specific events that led up to it.
This approach makes iOS 14 Facebook tracking a useful addition to your overall strategy.
UTM tracking for unlocking more data
Your campaign performance data may have many weak points as a result of the iOS 14 update. Google Analytics can save you from this issue. When you advertise on Facebook, be sure to include UTM site parameters in the URL of your website.
As a result, any data that Facebook tracks will be generated in your Google analytics.
The main advantage of UTM tracking is that it enables you to develop additional data about your target audience, like where they are from, the links they click on, and so forth.
Optimizing objectives on Google Analytics
After you have finished configuring UTM tracking, you should work on Google analytics goals that tie in with crucial conversion actions that are monitored on Facebook. You will be able to view more goals fulfilled inside your performance data in this way. Any drop-in conversion will now be apparent, which can help you develop a better strategy for upcoming campaigns and optimize it.
Well, the impact of the iOS 14.5 update on Facebook and other social media platforms cannot be considered very beneficial. But with the assistance of a professional digital marketing company. You can tackle these challenges much better way. Get connected with Stellar Digital the best digital marketing company in Gurgaon and Delhi NCR offering full-scale digital marketing services. Simply shoot us at email@example.com