03/05/2021 | News release | Distributed by Public on 03/05/2021 13:32
By Megean MaddenMarch 5th, 2021
Apple has been busy adding privacy-related features in iOS14. In December, with iOS 14.3, Apple added 'Privacy Nutrition Labels' to the app store, clearly summarizing the applications privacy practices, including what information is collected and how it is used. App Tracking Transparency will be required with iOS 14.5 later this spring. Developers must ask users to opt in to tracking for advertising and other purposes.
In this blog, we give you a perspective on how marketers should be thinking about these changes. To learn more, don't miss our webinar Find Your Way in the Cookieless Worldon Thursday, March 25th | 10am PT - 1pm EST - 5pm GMT.
Apple's iOS 14 updates are great for users' privacy and Facebook is rolling with Apple updates by introducing breaking changes that facilitate enhanced privacy options. Since many of our Marin Social customers have questions about the impact of the iOS 14 updates, we want to assure customers that Marin is well positioned for iOS 14 updates along with providing a recap on the impact of iOS 14, especially for Facebook users and advertisers.
In terms of impact on Facebook users, Facebook is introducing a screen to prompt iOS 14 users to opt in to Facebook ad tracking. The carrot is better ad personalization. If users opt out, limited information about conversions, generated by FB ads to that user, will be available to advertisers.
In terms of impact on Facebook advertisers, Ads Manager contains detailed, account specific, action items for advertisers ex. selecting only eight conversion events for optimization efforts across an account. However, after the iOS 14 updates go into effect, advertisers can expect five fundamental changes:
While both Googleand Facebook are preparing for a cookie-less future, neither publisher has announced plans for cross-channel ad tracking.
Facebook is offering a robust server-to-server solution to provide advertisers with more transaction (not user) level details. Cross-Channel advertisers should plan on deploying Search and Social publishers' enhanced ad tracking solutions alongside a third party's server-to-server solution like Marin Tracker. This way, advertisers can analyze paid channels performance under the publishers lens and via conversion metrics that are click based, de-duplicated, and measured under the same attribution window.
Facebook Advertisers should plan on running A/B tests to determine if there's a statistically significant difference in performance between demographic segments.
For Marin customers, our cross-channel conversion tracking pixel - Marin Tracker - complies with GPR and CCPA regulations along with meeting Apple iOS requirements. Our privacy policy, with more details, is available here. Marin Customers that leverage Marin Tracker can also report on Tracker conversion data via MarinOne. Our proprietary Tracker dashboards include de-duplicated, click based, conversions with transaction ids for an unlimited amount of conversion events. As advertisers prepare to sunset ad tracking via cookies, Marin is doubling down on our privacy-first ad tracking and measurement solutions.
If you need more information about the impact of iOS14 changes on Facebook ads, sign up to our webinar Find Your Way in the Cookieless Worldon Thursday, March 25th | 10am PT - 1pm EST - 5pm GMT.
Here are some helpful resources:
From Facebook
From Apple: