Making iOS updates work for your brand

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14 April 2021 by Team ITG

The launch of iOS 14.4 offers Apple users greater transparency, which might mean that you need to rethink your paid social targeting. Team ITG’s digital experts are here to help you navigate these changes and come out stronger.

Apple’s latest iOS 14.4 update gives users more control over how their personal information is used, with the ability to opt in or out of sharing their data across all apps, Facebook included. This update, made in the name of transparency, raises a host of new considerations for advertisers using paid social targeting.

If users decide to opt out, then advertisers will not be able to use their data to reach them, and Pixel or on-site interactions won’t be allowed. Attribution windows will also be lost for those users, and while demographic and location targeting will still be available, the breakdown at reporting level won’t be.

Much of the impact of this update will depend on how many people opt out; if it is a significant percentage of users, then brands will find themselves having to pivot and weight their budgets to new tactical areas in order to reach iOS users. Meanwhile, the lack of reporting will be the biggest obstacle to agencies, and greater reliance will need to be placed on assisted sales, UTM tracking and attribution.

So, what does this mean for objectives? Traffic ads optimised around Landing Page Views (using the Pixel) will drop off for iOS, but there will be no change to ads optimised around Link Clicks.

Conversion Ads optimised around Standard Events or Custom Conversions will also be affected, and iOS interactions on brands’ websites will no longer fire dynamic catalogues.

Not only that, but Facebook has announced that advertisers will only be able to track eight conversion events per domain, and any ad sets optimising for events outside of this new limit will be paused.

That’s a lot to think about. But we’ve got some advice for you.

The first steps to take are to verify your domain in Facebook Business Manager settings, and then download your attribution reports now, before the change takes hold.

Remember that this currently only affects iOS 14 users, so understanding your iOS user base will help you predict and mitigate the impact. Harnessing data from Google Analytics sessions to date, we can estimate that iOS 14 users equate to roughly 40% of all site sessions, 35% of sales and 35% of site revenue.

Finally, there are a number of tactical ways to navigate this change. In-feed lead forms can still be used to build data, and utilising CRM data directly in tools is now of greater importance. To enhance reporting clarity, segment campaigns by ‘device type’, and make full use of Google Analytics segmentations.

Change is inevitable, but Team ITG’s forward-thinking digital experts can help you pivot quickly and decisively, navigating these changes with ease. To find out how we can keep your marketing ahead of the game, and for more information about Team ITG’s world-leading technology and award-winning services, contact

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