If You Do Any Facebook/Instagram Marketing, Please Read This!
I typically do not like to use these articles to get too in the weeds on technical issues. However, in this case, because so many of you are advertising on Facebook and Instagram, I thought it was imperative to pass this information along.
What am I talking about? A new update being rolled out by Apple on the iPhones. The update is referred to as iOS14, and it has the potential to impact your marketing efforts on Facebook and Instagram significantly. Simply put, this update will prompt users to have to opt-in to allow Facebook to track their usage. This will come in the form of a pop-up window that asks its users if they want to allow or not allow Facebook to track their ad activity. (See Image)
As you may expect, many people may select “Don’t Allow” when promoted and this could hurt a business’s ability to target specific customers using the audience network in Facebook Ads Manager.
Based on data from Statista, 45.4% of all smartphone users in the United States are using an iPhone. Also from Statista, we know that 81% of all Facebook traffic is happening via mobile-only access. With these kinds of percentages, a change like this, even though only happening on Apple mobile devices, can have a notable impact on the number of people your ads will reach.
So, with all that said, what can be done? While information is still being released and we do not know all of the details, there are some steps you can take to prepare for this change:
- Get your website domain verified on Facebook. Essentially, this is a way to verify that the company running the ads for your website is actually the owner of the website. While Facebook is not giving out a great deal of information on all of the ways that verifying the domain might help your ads effectiveness, they are fully encouraging all companies advertising with them to take this step.
- Make every effort to collect customer and prospective customer email addresses. The changes being made will predominantly impact Facebook’s ability to track customers with things like a pixel embedded on the website, the value of your email lists becomes even greater. These email lists can be uploaded to Facebook to create a custom audience to market to as well as creating Look-Alike audiences to reach new prospects. From what we can tell, the functionality of these types of audiences will not be impacted by the new changes.
Sorry about the deeper level of tech-speak in this piece versus my typical style, but I felt that everyone needed to be aware that these changes are coming and to begin making basic steps to offset any potential impact the changes may have.
I hope this article finds you well and enjoying a fast start to 2021!