What Apple’s iOS 14 Update Means for Your Business

There are many ways to describe Apple’s future changes in iOS 14.

An attack on business.

A long-awaited victory for the consumer.

Something that will have a huge impact on the sites you like.

One way users can recycle their fingerprints.

This may seem like a big deal to an internal operating system, but it’s true – it’s just as innovative and polarizing as it sounds.

And when it comes to innovative and polarizing technological shifts, we know that you, the marketer who is just trying to keep up with customers, regularly know what really matters and you apply it directly to you.

Tip: This is very important and applies directly to you.

Therefore, we describe the basic principles of this change: what really happens, why, and what you can do about it.

What happens

Apple will be releasing an update to iOS 14 (the latest operating system for iPhone and iPad) in the coming weeks, allowing users to control how they share their data and with whom and with whom they share their data. This change comes weeks after Apple demanded privacy labels and that businesses and developers had to share how their data was used before downloading a new application. Once implemented, the “opt-out” is the most important change in the privacy of data ever applied to an operating system.

Soon, apps like Facebook, Instagram, YouTube, and Twitter should ask users (just to name a few) for permission to store data on it. There are many different opinions about the effect of this change and who has the biggest influence on it.

This change does not come after months but after years of privacy considerations. Data privacy is at the heart of a national debate on the power of social media technology and business, from election interference to congressional investigations, public polarization, and mistrust in technology companies. Many believe that this new digital world has led to a lack or even loss of control over their personal data. This is Apple’s solution to the problem.

While most people, consumers, and technology giants agree that protecting personal information is a good thing, it has a huge impact on one thing in particular – personalizing ads.

What does this mean for ads?

Some, if not most, should choose not to share applications that share their data. This means that they receive much less relevant recommendations, which can lead to an overall decrease in the user experience. The ads stay there and do not affect the interests of the user.

Simply put, it can be more difficult for advertisers to reach their target audience. This means that online ads, at least on iOS devices, can become significantly less effective.

Google and Facebook, the two largest advertising networks in the world, are fiercely opposed to this impending change. And Facebook says the move will hurt small businesses that use the advertising platform.

Facebook is by far the most effective and cost-effective way to advertise small businesses and make them aware of your products. The decrease in the number of viewers makes it more difficult to reach a large number of people. Advertisers will also move less data to find out what works and what doesn’t. There are probably many other assumptions about campaign optimization.

Whether you’re a small business using Facebook ads to sell products or a content-based app or platform that displays ads to make money, Facebook says this move to iOS will have a significant and negative effect on you.

See how.

To begin with, Facebook hopes that this change will have an immediate impact on the effectiveness of the Audience Network. Without the ability of publishers to share data and information with advertisers, businesses will not be able to access user data to spend their advertising money efficiently. And with the declining number of consumers, Facebook expects the use of the Audience Network to become significantly less popular among advertisers.

In short, Facebook can finally remove the Audience Network from iOS. This means that when you implement AN ads, you will only reach users on non-Apple devices. But it has yet to be seen and it will take a while to determine if that is really what they want to do.

To be honest, we have always had doubts about its effectiveness in the first place. Although it works for some, it usually leads to random and bot interactions. It will not change much for us at DM.

Facebook also hopes it will affect the effectiveness of advertising, especially for mobile users. If someone uses Facebook and clicks on a link that takes them to their mobile browser, Facebook can not find any information. As a result, things like conversions and forwarding campaigns will suffer.

Last but not least, Facebook includes a composite event manager to track without collecting specific personal data. We have limited information on this, but we know one thing: Facebook limits users to 8 conversion events (“buy now”, “add to cart”, “pay”, etc.) per domain. And the advertiser can prioritize the conversion events they want to see. It provides advertisers with information about the effectiveness of their advertising and sales processes.

Remember it is by domain. This can affect e-commerce businesses that sell many products and thus have many products on their websites. It may change certain events or just qualify for detection, but they’re really is no way to know before you start.

what to do now

According to Facebook, it is best to verify your domain now. This is especially important for businesses with pixels used by different business leaders or personal advertising accounts. Domain verification does not guarantee the immediate or future cancellation of the ability to set up conversion events.

So plan to use only 8 conversion options. This means that you have to arrange the conversion events that are most important to you. Once the priority is set, ad sets that do not use these 8 events will be automatically paused.

Then continue with the preparation. 28-day mapping, 28-day transparency, and 7-day windows are not supported. The historical data for these windows remains accessible via the Ads Insights API. But be careful, the way many of these results are measured will change, so you also need to change to find out how you can quantify the success of your ad.

You should also use the Compare windows feature to see how conversions attributed to ads are compared in different attribution windows. This allows you to better predict the impact on reported conversions after future changes to the attribution window.

Final thoughts

This change has probably made your marketing plan much more complicated. It is true that these changes are wonderful, but the best thing you can do is prepare yourself to be flexible. Things change for everyone. That said, here are some immediate thoughts and questions.

To begin with, how can you really deduce whether a campaign was effective or not? Soon it will be a million-dollar demand. As we measure effectiveness and our statistics change as a result of this update, people who understand how to measure success will be at the forefront of this new paradigm.

Second, how can we reach all Apple users who sign up? Currently, there are 264 million people among the iOS users of Facebook. And most users live in the United States. If half decide to give up, how can they get there?

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