What is iOS14?

Apple is rolling out iOS14, its latest iPhone operating system. This new iOS, specifically version 14.5 has added data privacy changes that impact the delivery of paid advertising. These changes impact platforms like Facebook and Google and how advertising is delivered. 

With iOS14.5, consumers will be able to choose whether to allow apps on their phone to collect data about their user habits. This update will require all apps to ask for permission to collect and share a customer’s/user’s data. We anticipate that opt-in rates will be low as the iOS rolls out. Because this impacts 60% of all smartphone users in the US (25% worldwide), our team of strategists and paid media experts are taking steps to identify what we can do to mitigate the impact this may have on our clients.

iphone-with-facebook-next-to-computer

Facebook

  • Ad performance to trend down, at least temporarily
  • Decline in the effectiveness of personalized advertising
  • Less data means less precise ad targeting (specifically on interest-based targeting)
  • Ad creative mismatched to users
  • Reduction of insights into conversion performance
Tablet-showing-google-home-page

Google

  • Ad performance to trend down, at least temporarily
  • Decline in the effectiveness of personalized advertising
  • Less data means less precise ad targeting (specifically on interest-based targeting)
  • Ad creative mismatched to users
  • Reduction of insights into conversion performance

What We Are Doing for You

Here’s what your Mad Fish Digital team is doing as we plan and monitor for the effects of iOS14 to our digital campaigns.

Verifying your domains in Facebook

The Mad Fish team will be verifying domains throughout the next few weeks and we may be reaching out to walk you through the verification process if we are unable to complete the process on our end.


Setting up your conversion event prioritization in Facebook

Platform changes require that companies prioritize the events they want Facebook Ads to use for optimizing the account. We will be having a conversation with you about our recommendations here.


Exporting your historical data from Facebook

Facebook is changing the reporting attribution from a 28-day click thru to a 7-day view thru. With this change, our team will download all historical data from the platform to compare as we move forward. This will help us better predict how performance may change. We will share those findings with you.


Implementing Facebook’s Conversions API (CAPI)

This API will enable the next generation of personalized advertising on Facebook. We will be using this data along with the previous Facebook Pixel to help us maximize ad performance. Our team may be reaching out to get this API implemented.


Looking for greater opportunities for first-party data collection

Our team will be providing recommendations for collecting data directly from your audience and customers through your website, email lists, surveys and other platforms. This is a great opportunity to get creative on sourcing high-quality data from your customers.


Create and use customer lists and similar/lookalike audiences

With that first-party data, our team will be looking at options to create lookalike audiences on Google and Facebook to help bolster potential reductions to remarketing audiences.


Testing alternate platforms

Our team will be looking at potential alternate ad platforms to continue to get in front of your customers. We may be making recommendations to test messaging and campaigns on other social or video sites.


Utilize modeling and predictive analytics

The Mad Fish Digital paid advertising team is looking into attribution modeling systems to help our clients in planning and projections. We will look to use Google Analytics or another analytics platform as our source of truth to evaluate fluctuations in Facebook reporting and determine if issues are related to performance or reporting changes by the platform.


YOUR MAD FISH DIGITALTEAM IS HERE TO HELPYOU NAVIGATE THIS CHANGE

Like privacy changes in the past (think GDPR and CCPA) we continue to anticipate these sorts of big moves from platforms as they fight out how to provide user privacy and maintain the benefits of their services. We are here to help answer questions and help you adapt to the changing landscape of advertising platforms.

Have Questions?

Reach out to your MFD Client Strategist directly or connect with our team here.