Last year, Apple stated that as part of their iOS 14.5 update they wanted to give their users more control over their data, privacy, advertising and how advertisers track their behaviour. This had significant repercussions for businesses and advertisers as the way they were able to collect data and target audiences changed dramatically. It meant that the previous way Facebook (owned by parent company Meta) collected and used data would be obsolete, and advertisers had to change their approach to Facebook ads.
With the iOS update from Apple, users are now presented with a pop-up from each app they use, asking them whether they want to opt-in to app tracking. After this was introduced, statistics showed that around 90% of users declined access to app tracking, which had a massive impact on marketers.
To have successful advertising campaigns, businesses had to change their approach and how they leveraged data sources. These are some of the ways in which advertisers can still reach their target audience.
Utilising Data Businesses Do Have
Businesses all have some owned data at their disposal, and uploading their customer lists to Facebook allows the matching of certain things such as names, email addresses and phone numbers to Facebook’s own database. This can then be used to create different audiences that adverts can be targeted to.
The key to getting this right is to keep your customer’s lists as up to date as possible so that you’re not relying on out of date information.
Using Google Analytics
Unlocking more data with the help of Google Analytics and Urchin Tracking Module (UTM) parameters is another way to help measure KPIs when it comes to advertising. Once UTM tracking has been set up, you must optimise Google Analytics goals that align with conversion actions. This can then show any areas that aren’t performing as well as you’d expect, meaning you can use this information to tweak things and improve your results.
Utilising Facebook Conversions API (CAPI)
The Facebook Conversions API (CAPI) allows conversions to be tracked through your website’s server rather than through the user’s browser. This means it doesn’t require Cookies or app tracking, so it is compliant with iOS 14 privacy and data tracking changes. Facebook’s CAPI gives data for ad targeting, ad reporting, audience insights, and conversion optimisation, which is very powerful when used correctly.
If the changes related to Apple’s iOS 14 update have got your head in a spin and you don’t know how to advertise effectively, Caffeine Marketing is here to help. We understand that many businesses won’t have the knowledge or skills required to advertise and get the results they want since the iOS 14 changes, and that’s where we come in. We’ll work together with you to assess your business and advertising needs and create a bespoke plan. To find out more, give our team a call now on 0800 955 0499 or fill in our online contact form, and a member of our social media team will be in touch soon.