iOS14: WHAT IS IT?
If your business is advertising on Facebook, you’re probably aware of Apple’s iOS14 update, which will require apps like Facebook to receive users’ permission in order to collect their data. So what does this mean for advertisers? Once a user opts out of data tracking, this will limit advertisers’ ability to retarget them or measure conversion events across apps, websites, and offline.
In recent years, Apple has put increased focus on data privacy, and the iOS14 update is yet another step toward providing users with more transparency and control over how their data is collected. With cookies and other cross-device tracking gradually disappearing, advertisers must find alternative solutions for delivering effective campaigns without relying heavily on third-party data.
The good news is that user privacy doesn’t have to come at the expense of your campaign performance. In this blog we will discuss how implementing an on-Facebook destination in your social advertising strategy can help your business adapt to iOS14 and beyond.
Preparing For A Privacy-First Future
Social media is just one touchpoint along a customer’s path to conversion. For example, a customer may initially learn about your brand through an Instagram ad on their smartphone, and then complete their purchase on your website from their desktop computer. If this customer opts out of tracking, there would be no way of attributing their purchase to social media. So how can social advertisers measure the effectiveness of their Facebook campaigns without access to offsite data? One solution is to prioritize on-Facebook events instead of website events.
Facebook recently introduced the On-Facebook Destination for Automotive Inventory Ads to help provide a more frictionless car-buying experience, while enabling dealers to match in-store customers back to their on-Facebook leads. With this ad format, shoppers view a dynamic catalog of the dealer’s inventory without leaving Facebook. When they click on an ad they will land on a Vehicle Detail Page (VDP) instead of being driven to the dealership website. From here they can view a full vehicle description, explore other inventory, and directly contact the dealership via Facebook Messenger, phone call, or form fill.
By keeping the full conversion path within the Facebook platform, advertisers can accurately measure conversions without the need for offsite data. The on-Facebook destination allows you to capture important events like clicks, content views, and leads which can be directly attributed to your AIA campaign.
As more users demand data transparency and control over the information they share with advertisers, dealers should invest in an on-Facebook strategy to continue delivering relevant and personalized ads to in-market car buyers.
Facebook has provided advertisers with several action items to complete in preparation for iOS14. We strongly encourage advertisers to complete these steps to avoid any interruption in their campaigns once the update is in effect. For information on how to verify your domain, check out our step-by-step guide.
Read various posts from our blog to learn more about how the iOS14 update will impact your Facebook ads, or attend a FREE 1 hour webinar by two of our Senior Social Media Specialists. (Everyone who signs up will also get a recording and downloadable iOS14 Help Kit!)