See how the new iOS update has impacted digital marketing on Facebook.
At the end of last year, Apple released an update to iOS 14, which brought some additional features to users. One of them ended up shaking up the world of digital marketing, especially advertising on Facebook.
And it is about this update that we are going to talk about today and how it can impact your marketing actions.
User privacy on the Internet
With the new General Data Protection Law (LGPD) , many rules on data collection on the internet have been changed and new standards have been applied to ensure greater security for users.
This collection is done through a Facebook Pixel that line data tracks information from the actions of people who access websites and apps. In other words, this Pixel aims to facilitate the construction of a sales funnel and segmentation of the target audience. Thus, companies that use it can send personalized ads to each user.
What does the iOS 14 update have to do with this?
One of the updates announced by Apple for iOS 14 is related to the confidentiality and security of user data sharing.
Therefore, iOS users, starting with version 14.5, will be able to choose whether or not to share actions within the app they are using. This happens because the company has started requiring that all apps in the App Store show a prompt, a screen, to the user so that they have the power to choose.
In other words, with this update, iOS users will be able to choose not to share their tracking data, affecting the tracking done by the Facebook Pixel that is installed on the website.
So any company that advertises, optimizes, targets, and converts on the web for iOS will be affected.
The impact on Facebook
If you are already used to advertising using Facebook, you know how important it is to collect as much information as possible from users. This is what makes it possible to reach more qualified users who will become customers and buyers.
With this update, this information will be recorded less accurately on Facebook. In addition, there will be a reduction in the audience and, consequently, remarketing campaigns will also be affected, since the target audience will not be reached for the most part.
Here are some ways ads will be affected by this update:
Advertising will be less efficient and effective, especially in remarketing, as we said above.
According to Facebook itself, those who use the platform to sell can see a drop of up to 60% in sales due to depersonalized ads.
Small businesses will have a harder time reaching their ideal audience because they won’t be able to leverage pixel data, limiting growth.