Last updated on March 3, 2021 Technology is an evolving discipline that has an impact on nearly everything, from how we order food to how we market our products. Social media marketing has been a key part of every businesses’ marketing strategy since the time social media took over the corporate landscape. Changes in different software and applications always have an impact on how we market the products on the digital platform. Facebook advertising falls under the umbrella term ‘Social Media Marketing’ and every business around the world uses it; proven to be extremely effective.
However, it has been said for a long time that a change or shift in the technological landscape will diminish the effectiveness of Facebook advertising. While that may have not happened previously, the new iOS 14 update poses a threat to the Facebook Advertising platform.
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Facebook Advertising – A brief overview
Since the start of Facebook, it has been an integral way to connect with people worldwide. The efficient algorithms enable several businesses around the world to market their products through the platform in a systematic and effective manner. Its micro-targeting feature puts your ad in front of the people who are most likely to buy your products. It even lets you set a budget for your campaigns and helps you achieve conversion actions. It offers different ad forms like image ads, video ads, carousel ads, and many more. The best feature of Facebook advertising is that it lets you choose the marketing objective you are trying to accomplish through the ad. It offers 11 marketing objectives including brand awareness, engagement, lead generation, conversions, and more.
All in all, Facebook advertising has been a very helpful marketing source for businesses, not just because of its features but also because it has proven to be more cost-effective as compared to the other marketing tactics.
The iOS 14 update that will affect Facebook advertising
The iOS 14 update requires all the apps present in the app store to show a prompt that will ask the users permission for the app to track their activities outside the platform. It will make certain data collection very hard. For app developers, it is essential that they ask permission before using certain information from other apps and websites for advertising. This is all in compliance with Apple’s new App Tracking Transparency policy (ATT).
Due to the many privacy concerns raised in recent times, Apple users will likely opt-out of the apps’ tracking, which will impact a lot of Facebook Advertising features including:
- It will weaken the targeting feature, making it difficult to create hyper-personalized ads for users.
- Less targeting means more resource wastage
- The effectiveness of Facebook tracking pixels will diminish, which will have an impact on the remarketing efforts and will cause inaccurate reporting of conversions because the user behavior won’t be tracked across different platforms.
What Facebook Ads users should do?
The Facebook Advertising users should work around the new iOS 14 updates. The update will likely impact the Facebook pixel which will affect the remarketing lists and conversion events. The Facebook Ads users should:
- Facebook ad users will exclude IOS device users when the Facebook ad campaign’s marketing objective is set to “conversion”
- Create campaigns with other marketing objectives:
Facebook Advertising offers 10 more marketing objectives besides conversion. If your business relies on conversion, then you can track it using your website’s internal tracking to see if a conversion occurred because of the ad campaign
- Domain verification:
If you use Facebook pixels, it is essential you verify your domain with Facebook to avoid any hindrances in your data.
The future of Facebook advertising
While this is a significant backlash it may not impact Facebook as roughly as everyone anticipates. Facebook is already working towards less reliance on pixels. It also has extensive data collection algorithms which digital marketers can still benefit from. Visit nx3corp.com to learn more about digital marketing and how it can benefit your businesses.
Frequently Asked Questions
Will the New iOS 14 Update Impact Small Businesses?
The update will weaken the targeting of Facebook advertising so, it will impact small businesses. The targeting feature is very cost-effective and small businesses use it to save on marketing efforts.
What is the Aggregate Event Measurement?
It is a new protocol launched by Facebook which enables the measurement of web events from IOS 14 users. It enables 8 conversion events, which can be used for campaign optimization.
What Will Be the Impact on the Attribution Model?
Instead of the 28-day attribution, Facebook Advertising now only offers a 7-day attribution model.
Will the Effectiveness of Facebook Advertising Diminish Significantly?
These are all significant drivers of the advertising efforts. Although, Facebook is working on a plan of attack and has efficient algorithms in place to tackle this situation.