Earlier this year, Apple implemented a new feature in the iOS 14 update that drastically changed the world of social marketing. With previous iOS systems, user settings were automatically opted into allow apps to track their data. They had the opportunity to opt-out, but it wasn’t advertised. This is how many social apps—especially Facebook—targeted specific people for marketing.
However, to increase customer privacy, the iOS 14 update now asks users whether or not they want to opt-in to tracking. So far, less than 20% of users have chosen to share their data.
As you can imagine, this completely disrupted Facebook’s marketing channels and algorithms, making it challenging to run accurate campaigns and provide realistic data. Since May, Facebook has been working hard to correct these issues and has made some progress. If you’ve been stuck with lacklustre campaigns in the months since the change, here’s everything you need to know to get your Facebook marketing back on track.
- Dont trust the pixel reports for now.
Since the iOS 14 update, Facebook’sPixel-based conversion reports have been all over the place. Some users have seen significant under-reporting on conversions, while others have suffered from drastically delayed data. Both of these are frustrating to marketers who need up-to-date statistics to adjust ads.
As Facebook gets the bugs figured out, it’s best to use other tracking methods for realistic conversion results. For example, you can drive more customers to contact you on Messenger or fill out forms. You can also implement Conversions API to back-end events from your own servers or run more web visit campaigns (Use “Link Clicks,” not “Landing PageViews”). It isn’t as seamless, but it’ll be more accurate for the time being.
- Your ads have a lot of limitations.
Besides having limited reach, your ads currently have a lot of red tape to go through to reach users.
To combat those measurement issues,Facebook created a new SDK version that specifically personalizes ads for iOS14 updates and beyond. If you want to use app install campaigns, you must have this version. You’ll also need to create separate ads for iOS 14 users, and you can only have 9 of them per app.
Additionally, each campaign you run can only have 5 ads sets with the same optimization, and you won’t have the ability to change the optimization within the same campaign.Finally, once your ad runs, you can’t simply turn off the iOS 14 setting to target other users. If you want to stop targeting the iOS 14 market, you’ll have to turn off or delete the campaign altogether.
- Ads that used to convert well may be inconsistent.
Because the tracking data is so out of focus right now, ads that you may have used for a long time with great results may not be giving you any consistent conversions right now.That should balance back out once Facebook’s algorithms get back on track. But for the time being, you may be stuck with low conversion rates because Facebook is targeting the wrong audiences.
For now, your best bet is to relax on hyper-targeted ads and reach out to a more diverse range of people based on interests, third parties, and similar audiences. You can also do more retargeting based on the data you obtained before the iOS 14 update.For example, retarget people who previously clicked on your ads, interacted with your page, or watched your videos. If they were interested before, they’re probably still a good lead.
- Lead generation campaigns are now a wise investment
Obviously, conversions are the bottom line in marketing. But until you can trust Facebook to target the right people for conversions, you can still run lead generation campaigns. This is where that diverse targeting will really come into play. You won’t completely offset the loss of targeted ads, but you can build a new list of those who may be interested and use it to get conversions.
- This isn't the end of Facebook marketing.
While Apple’s privacy decision obviously has had a significant impact on Facebook marketing, it isn’t an end-all for social ads. Apple users only make up about 14% of smartphone users in the world. Conversely, Android takes up 85%! Targeting Android-only users is an entirely viable option that will still bring conversions and give you accurate marketing data at the same time.