In the year since its release, Apple’s iOS 14.5 update has been the catalyst for a major shift in ecommerce regarding customer data collection and activity tracking. Implementing Enhanced Conversions can help your brand get additional insight into how your ads are performing (for example, on YouTube) and where you’re losing out on cookies. On Facebook, you can pull a customer list of your purchases from the previous Q4 and create a lookalike audience based on them to reach new customers. To help circumvent the issues, consider remarketing to your list of holiday season shoppers (or even just Cyber 5 site visitors) from the previous year. Focusing on your upper-funnel efforts can help balance out the uncertainty.įor brands that plan to advertise on social media this holiday season, the iOS update will impact tracking the effectiveness of ads more than it impacts audience targeting.
This will make it more difficult to get year-over-year insights, know what works with your audience, and understand how your ads are performing in general. Seeing accurate year-over-year trends continues to be difficult as the size of the audience brands are able to target to with well-informed data has shrunk tremendously. This holiday season, Apple’s iOS 14.5 update is still impacting brands that rely heavily on Facebook advertising. You can count on this blog article to be your resource as brands everywhere prepare for the changes and aim to minimize disruptions to their advertising efforts.Īugust 24 How iOS changes will impact your 2022 holiday ecommerce strategy It is also used for tracking and attribution. The Identifier for Advertisers (IDFA) is a random identifier assigned to each iOS user that advertisers use to deliver personalized ads. This major privacy initiative means that the percentage of iPhone users sharing their unique Identifier for Advertisers (IDFA) with apps will drop from 70% to as low as 10%. Long-term impacts will include reduced tracking capabilities and reduced personalization for users. Apps that do not adopt the prompt will be blocked from the App Store. To collect permission, Apple is enforcing a Tracking Transparency Prompt (ATT) in the App Store. With iOS 14.5, Apple will require users to provide explicit permission for apps to collect and share data.
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