IOS14 is an Apple Software Update designed to give users more control over their data, specifically which apps you allow or do not allow to track your web activity.
It has slowly been rolling out for a little over a month now and has understandable caused some concern amongst some businesses that use data heavily to target and retarget customers.
Some advertisers have reported big changes in how well their accounts are performing, some small changes, and others little to no changes at all.
Ultimately the single biggest difference between those that have had their results tank and those that have enjoyed continued success and minimal impact has been how well the ad accounts and campaigns are setup, and how closely they are monitored and optimised. Put simply those that are moving WITH the times instead of behind them or stagnating, panicking and freezing are seeing the best results right now from the platform.
If you have your ad account and all campaigns setup and managed correctly you should see minimal to no impact on sales.
Here are some of the more common ways we have seen the changes impacting advertisers and businesses from the update:
- Tracking. Limited tracking data from users means Funnels and online sales processes are being inconsistently tracked or not tracked at all if no backup / second check tracking ability has been setup.
- Audience Sizes. Smaller retargeting audiences have come about from the limitations on data and user tracking, meaning those cheap CPAs are now a thing of the past for many advertisers and business owners.
- Higher CPM’s. Now data is like literal gold dust, getting more expensive if campaigns are not setup in the right way to take advantage of the targeting and campaign optimisations still on offer.
- Smaller Attribution Windows. Having the window for conversions shrink down to 7 days has impacted how a lot of eCommerce brands retarget users and track where longer tail sales are coming from.
- 5 Event Maximum Conversion Tracking. Facebook now limits how many events the pixel can track for conversions within your website and ad account. Prioritising your most important (top) 5 has hampered some advertisers success if they had previously relied on custom conversions or lots of different events converting within a funnel.
Overall the new update is just the same as any other year. There will always be a big change or update to work with. Ultimately the continued success of any advertising strategy or campaign comes down to the professional in control of it and how well educated they are on the latest updates and how to optimise to take advantage of them and continue to deliver sales.
If your ads have been tanking recently I would highly recommend getting an audit done of your ad account and campaigns to see if you have been affected by IOS14 and what can be done to get you back on track. This is a service we offer here at Rose Gold Marketing. To speak to our team about getting an audit performed on your ad account book a free call.