Facebook Advertisers Are Bracing Themselves for iOS 14 Tracking Prompt Fallout

by WarriorForum.com Administrator
2 replies
A new article on Search Engine Journal offers some practical help for advertisers on the popular social media platform who are nervous about the roll-out of iOS 14, which includes a tracking prompt that looks set to disrupt Facebook Ads targeting.

Facebook advertisers are bracing for the impact from the forthcoming roll-out of Apple's iOS14 update. This new iteration of Apple's operating system allows users to opt in or opt out of tracking, making users fully aware of the extent of that before they download the new version:

Users are asked for permission to opt into tracking before they install the new version of Apple's operating system.

Apple has called the new feature "Apple's App Tracking Transparency (ATT)" prompt. To say that Facebook isn't very happy about the change is a massive understatement, and that's been well-publicized in recent weeks. That's because the social media company relies heavily on usage information. Without the ability to track effectively, Facebook will lose reporting and remarketing capabilities. Although users have always had an option to opt out of permissions for data sharing, finding that has always been a lot more difficult - and most probably were not even aware that they could - until now.

Facebook has already outlined what advertisers can expect, with the changes affecting Ads Manager, Ads Reporting, and the Ads Insights API. 28-day attribution will also no longer be supported, and historical data for that will only be accessible via the API:
  • 7-day click attribution will still exist
  • 7-day view-through attribution will also be gone.

Facebook is creating "Aggregated Event Measurement" to try and minimize the impact of the change. Some experts have had their say on the matter. Andrew Foxwell is the owner of Foxwell Digital:

"Most advertisers fall into two camps: they're ready and prepared and have thus prepared their clients. Or they are scrambling to figure it all out. Most questions we get surround whether in-app engagement activity is being kept (it is), and what the solutions are to track after a purchase. We have suggested post-purchase tools along with modeling a relationship between the 7 and 28 day click-based ROAS."
The author also spoke with Christian Lovrecich from Pixl Feed Media. When asked to rate the severity of the impact from the changes on a scale of one to ten, he had this to say:

"At first, I would definitely say it will be a six. But, as someone who has been doing this for over a decade, we all know that changes in technology are inevitable, and at the end of the day, all we can is prepare, adapt, and overcome any changes that come our way."

If this is going to affect you or your business, there are some recommended next steps listed in the original article, so I suggest you head straight over there before the changes kick in, which is only a few weeks away!
#advertisers #bracing #facebook #fallout #ios #prompt #tracking
Avatar of Unregistered
  • Profile picture of the author Matthew Stanley
    Thought this analysis on ATT was interesting: https://mobiledevmemo.com/facebook-m...rivacy-changes

    Couple call-outs, as well as a quick primer on how FB's ad targeting works should anyone be unfamiliar + interested:
    • That Facebook is portrayed as the exclusive casualty of Apple's privacy changes is misguided, since Google and other ad platforms face nearly equivalent exposure
    • believe that Apple's upcoming iOS privacy changes will significantly harm Facebook's revenue, causing a roughly 7% revenue impairment in Q2 2021 in the base case scenario
    • given Facebook's guidance last month that Apple's ATT restrictions will govern campaign tracking for app-to-web ad campaigns as well as app-to-app campaigns, the damage to Facebook's revenue caused by Apple's new privacy policy will be material
    • Facebook's SDK is present in almost all apps, and its tracking pixel is present in almost all e-commerce websites. When a Facebook user clicks on an ad in the Facebook Blue app or in Instagram, that user's journey on the advertised property is observed by Facebook: events documenting the actions the user takes on that property are transmitted back to Facebook and indexed against that user's Facebook ID. This is what's known as an "events stream." This events stream provides Facebook with very valuable insight into the degree to which any user monetizes or engages with various third-party properties, and it helps Facebook to target ads to those people on the basis of their recorded preferences
    • The events stream for both app and web advertisers is being broken with the ATT prompt for users that opt out of "tracking." This means that Facebook will no longer have full transparency into what users do in apps or on websites once they click on an ad in Facebook Blue or in Instagram: instead, Facebook will receive a very limited amount of interaction data from the advertised property.

    {{ DiscussionBoard.errors[11645508].message }}
  • Profile picture of the author Matthew Stanley
    interesting to see Facebook's most recent performance in light of the above. Certainly a good quarter, although increased price per ad (first since around late 2017) may be indicative that user growth and/or engagement (a lot of it via Stories) is no longer outpacing advertising growth. FB certainly still maintains a lot of pricing power, but will be interesting to see how growth looks moving forward as it battles with Apple on privacy...

    {{ DiscussionBoard.errors[11647226].message }}
Avatar of Unregistered

Trending Topics