Changes to iOS 14 Will Impact Web Advertisers and App Developers
In June 2020, Apple announced a new app policy that requires all apps to invite users to request permission to follow them on third-party apps and websites. This change is expected to be applied this year, from January 2021.
What this means for you:
- Over 70% of all Apple users, that is, those who have upgraded to iOS 14, will soon have the option to choose whether or not to allow apps to follow them on other websites and apps.
- These users can choose to stop an application such as Facebook, Google, or Twitter to track clicks to third-party sites, such as your website.
- The metric will no longer be real-time, regardless of what users allow, and advertisers will see delayed (24-72 hours) and aggregated data on app installs and events.
- Conversion tracking will be limited to 8 events only per top level domain. International companies with multiple languages in different subdomains or directories will always be limited to the measure of 8 events.
- Advertising systems evolve to meet these demands, and marketers will need to adjust their strategy and metrics to accommodate these changes.
What can you do to alleviate this challenge:
- Consolidate your measure – the new limits are imposed by top level domain. For advertisers who work with multiple agencies, this means consolidating tracking across all agencies.
- Pick your most important conversion events – identify your 8 most important conversion events, prioritize them, and plan how your current ad campaigns should be tailored to work only with these 8 events.
- Ignore attribution models – The new ad model only allows last-click attribution, which means attribution-based bidding strategies won’t be accurate for your customers on iOS.
- Anticipate the smallest audiences – Custom audience sizes are likely to decrease, and you may need to be prepared to rely more on broader audience targeting based on interests and demographics.
- Check your domains – it’s important on the Facebook network. A single sales manager should own a domain and control what events to track.