iOS 14 Mobile Tracking Changes – How Advertisers are Adapting

It has now been several months since the latest iOS update from Apple which saw the implementation of mobile tracking changes. One of the biggest questions that has been asked within the Advertising industry is how have we adapted?

What is the big iOS 14 update?

At the start of 2021 Apple released their latest update which would impact the way in which advertisers reach their audience. Following the update users will be required to opt-in to an app tracking their activity outside of the platform.

What is the issue of the update? 

The main concern of this update for advertising purposes is solely based upon the fact that ad campaigns have been created for a specific target audience, created based on their behavior online. If an app is unable to track that information ads will be forced to become generic and so in time could be less effective. 

Another concern for those working within the marketing industry was that they would not be able to produce ads based on people’s online activities e.g. visited their website. This would result in ads being aimed at a smaller audience and reporting would become less accurate. 

Additionally to these two concerns, the update meant that advertisers are only allowed to use up to eight conversion events from a single website domain. 

So how are advertisers navigating these changes?

While the latest Apple update has made things harder for advertisers when setting up ad campaigns the update has not been the end of retargeting of Facebook ads.

There have of course been some changes. It has been reported that more than 90% of people have been opting out of data tracking when asked. This is considerably more than what the industry experts predicted.

How have advertisers changed?

One of the main ways in which advertisers have adapted to the latest iOS tracking update is diversifying ad spend.

This means that companies have moved some ad spend allocated to Facebook to other platforms like Google because of the remarketing features and the ability to still target users based on their internet searches. 

Another way in which advertisers have adapted is by reporting Facebook success with Google Analytics  by adding a tracking code to the URLs companies can generate data tracking by Facebook to Google Analytics.

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