• Fred Kauber

    February 9, 2021 at 1:40 am

    An excellent article. In my work advising online businesses, I’ve found that most marketers are still struggling to truly understand the implications of this change, so I offer the following cheat sheet:

    – From a user experience standpoint this will impact mobile app owners and users, which most K+B designers likely don’t need to be worry about if they don’t offer a mobile app. All online marketers will be impacted simply because the data sets collected across customers will be constrained, making it harder to target our ads and campaigns – and hence making customer acquisition more expensive. To be clear, Apple’s change will affect more advertising platforms than Facebook’s, but Facebook (FB) is getting most of the attention because its targeting options have been the most sophisticated using the data in question.

    – The type of Facebook ads that you choose to run might be affected. Traffic and Lead ads are not likely to be affected much; Conversion ads will lose some efficiency. This mainly matters based on the action you are trying to incent with your ads.

    – The number of event types that you can track will be limited to only 8 per domain. This likely only matters to much larger sites and ad budgets than the typical K+B designer is engaged in.

    – The duration that a given user’s tracking data is kept will shrink to 7 days max, limiting the targeting, attribution and reporting of a specific user’s actions over a long period of time. This is undesirable for long sales cycle funnels, which most K+B designers likely have.

    – It will take time for iOS 14 to gain widespread adoption, so these changes will take at least several months to meaningfully impact anything. The overall impact will take time to assess, and FB is employing new statistical algorithms to try to minimize the impact.

    A few recommended actions to consider:

    – Diversify your online ad channels; however, given that Apple mobile devices are so prominent across all channels this will not fully insulate you.

    – The importance of ‘owned’ media channels where you have a direct relationship with your customer will grow, with email and SMS being the best examples – start growing your lists!

    – Actions taken on your website will grow in importance since you have the most control in tracking them; with this in mind, make sure that you verify your domain with Facebook (https://www.facebook.com/business/help/286768115176155?id=199156230960298).

    – Finally, FB is adding support for keyword targeting as a new option; this has been the bread and butter of Google advertising for years, so definitely a tactic to start to embrace in FB.

    While it may not feel like it, we are still living in a relative ‘golden age’ of online marketing. Apple is not alone in responding to privacy concerns and Google plans to severely restrict third-party cookies in Google Chrome starting in 2022, which will be at least as meaningful as this Apple move.

    • This reply was modified 1 year, 9 months ago by  Fred Kauber.