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Will iOS 14 be the death of Facebook Marketing as we know it?

The Facebook Pixel is a powerful tool. With a small piece of code installed on your website, you'll be able to monitor and analyse your visitors movement pattern and their actions across devices and platforms.

The Facebook Pixel gathers valuable information for your marketing activities, allowing you to measure how much revenue was earned from each specific campaign. You can also analyse how much money visitors left in their cart without finalizing their purchase, making it easier for you to pinpoint which ads or campaigns that needs improving.

Since the launch of the Pixel back in 2013, it has been the backbone of Facebook Marketing. Now that might all change...

As we all know, the majority of users are accessing social media through their smartphones. And when it comes to smartphones, you're either an Android user or an iOS user, there's no in between (as the two giants hold approximately 99% of the market share).

On a global perspective, Android holds a 71,18% market share, leaving iOS with only 28,19%, however, these numbers tend to change in favour of iOS if we look exclusively at the western world.

Why iOS 14 will play a huge part in Facebook Marketing moving forward

With the release of their latest operative system update iOS 14, the manufacturer (Apple), are putting the power regarding personalised ads, back into the hands of the consumer. With iOS 14, we as users have the possibility to opt out of sharing data with third party apps. It also allows us to restrict the likes of Facebook to monitor our every move across platforms.

What will be the effect for our Facebook Advertising?

It's hard to say with certainty what this will result in, however, people who do not appreciate personlised ads and feel like they're being monitored, will most likely opt out of sharing data with third parties.

IF users limit the data sharing option, advertisers will have trouble to do the following:

  • Deliver ads to people who in some way has engaged with your business (could be a like on Instagram, a visit to your website or a comment on a Facebook video)

  • Measure and report conversions from specific users (as data sharing is limited, some conversions that are actually coming from your Facebook campaigns might not be accounted for)

  • Make sure your ads are delivered to the people who are most likely to take your desired action (with less data about users, the algorithm doesn't know exactly who to target)

  • Monitor and optimize CPA's and effectively allocate budgets to the best performing ads (with reporting taking a toll from iOS 14, it might happen that a campaign with 0 reported conversions, might actually be performing better than a campaign with 100 reported conversions, however, since the reporting has been limited, we might not see it)

So what do advertisers need to do?

When it comes to our overall marketing strategy, we don't need to take any drastic changes. We still need to create campaigns that people appreciate. We still need to get people excited about the products or services we are selling. We still need to create ads that doesn't really feel like ads. We still need to work on building our business to customer relationships.

What we do need to rethink however, is the way in which we are running our retargeting ads. If we see a drop in the results of our retargeting ads, we need to have a strategy in place to reach consumers another way.

Another thing to consider is building our own marketing channels through email marketing. By building and populating our subscriber lists, we have the possibility to communicate directly with our customers or leads, without any third parties interfering.

For more information regarding how iOS 14 might impact our Facebook Marketing activites, click here


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