Apple’s upcoming advertising changes are rolling out soon, and along with that is Apple’s Private Click Measurement (PCM), giving users more options to opt out of the data-tracking methods that Facebook has been using to target audiences.
While some parts of this rollout are seen as a step in the right direction for privacy, it can mean different things for advertisers like us, and the companies that are aiming to reach the right audience with their ads. Because of these shifts, it’s important to strategize updates and changes that ensure ad dollars are still being used wisely.
Two of the biggest problems Facebook has pointed out are app-to-web conversion measurements and cross-domain measurements. For app-to-web, the problem we’ll start to see with conversions is that tracking within the app can no longer be recorded. For example, if your user clicks on a link within an app, like Instagram, it typically opens a browser window still within the app. This type of user experience can no longer be recorded on an iPhone because it is within another app.
The other experience that will no longer be tracked is for companies that have a URL redirect. If a user clicks on a link, but that link redirects to a different webpage, that will be the end of tracking.
While this may seem like only two small situations, ultimately it can become a huge issue if not addressed properly. Performance will be harder to achieve due to lack of data, current Facebook algorithms may not be as strong, leading precise targeting to become a concern.
Solutions for a Smooth Transition
Because Facebook feels these types of experiences are important to ensure users are given ads they care about, they are building their own Aggregated Event Measurement (AEM) to work within Apple’s new protocols.
Although this will allow advertisers to access user data for better targeted ads, there are limitations and updates that need to be made. Members of Flightpath’s marketing team recently participated in a Facebook webinar that outlined these new protocols:
- Eight-event limitations for pixel setup
- Conversion window updates
- Reduction in custom audience sizes
- Value optimization within Events Manager
While Facebook did not give point-by-point instructions for how to adapt to all of these changes, we are developing strategies to compensate. One thing we will be doing is making required updates in a timely manner to mitigate any foreseeable bumps in user data. As with all advertising, it’s very imperative to us that these changes are watched closely as they roll out, and that we are making swift adjustments as necessary to ensure the best ROI for all ad dollars spent.
For anyone working within Facebook’s platform, here is a quick to-do list to make sure you are on top of any pending changes with the new Apple iOS program.
- Verify your domain in Facebook Business Manager
- Prepare to only have 8 events per domain, prioritizing events as needed
- Anticipate changes to attribution windows, and update automated rules if necessary
- Identify campaign optimization strategies that may require testing (alternative audience options or bidding strategies) as needed
As we said at the start, many of these changes aren’t ideal for the ad targeting we have been able to do to this point. But with proper strategies in place, and the ability to adapt to new updates as needed, we can all continue with useful ads targeted to the right audiences.