It’s fair to say that within the last few months there has been a lot of talk over how the new iOS14 update will affect Facebook ads and the different industries that rely upon it. As a company that uses and offers Facebook ads as a service ourselves, we have also had to do our research and adapt to the changes to allow us to keep optimising and creating campaigns for Estate Agents worldwide.
The new iOS14 policy will restrict certain data collection and sharing unless the person opts into tracking via the prompt. This will impact the way in which Facebook is able to receive and process conversation events from tools such as the Facebook pixel. We have listed below a few issues that will arise if the user elects to opt-out of the tracking:
Over 98.3% of Facebook users use ‘any kind of mobile device’ to access Facebook, with a large percentage of those using an iOS device. Although some of the iOS users will agree to allow the app to track their data, there will be a large percentage who won’t, potentially leaving you not being able to directly target campaigns to a large percentage of your audience.
If a user opts to ‘ask app not to track’ this will impact your agency in the way that your pixel will no longer be able to track that user and therefore you will not be able to deliver personalised ads to this customer. This will have a large impact on campaigns such as retargeting where you will no longer be able to target catalogue based ads based on properties/pages they have previously engaged with.
As an agency, if you plan to deliver dynamic ads for your business’s website you may need to have a few things in place to avoid any disruption.
Although the new iOS14 update may have an impact on your campaigns with the conversation objective, you can still utilise the awareness and consideration campaigns to ensure your marketing efforts are still as effective as always.
If this is something that will potentially affect you as an agency or just something you would like more information on, feel free to contact us and we will be happy to discuss with you the potential positive and negative impacts this could have on your agency.