Apple’s iOS 14 Update on Advertising
In the wake of Apple’s iOS 14 update, significant changes have unfolded in the advertising landscape. Apple’s AppTrackingTransparency framework now mandates that apps engaging in tracking prompt iOS 14 users for consent. While these measures primarily affect apps, businesses without apps are not immune to the implications. This update influences how Meta receives and processes conversion events, impacting ad personalization and performance reporting for both app and web conversion events.
Adapting to Change: How Businesses Prepare for the iOS 14 Update
In response to the iOS 14 update, businesses, guided by industry experts, are taking proactive steps to mitigate potential disruptions to their advertising strategies.
- Domain Verification:
- Recognizing the importance of domain verification, businesses ensure their website domains are verified. This is a crucial step recommended by Meta to prevent future campaign disruptions.
- Conversion Event Optimization:
- With Apple limiting advertisers to only eight conversion events for optimization, businesses adjust their approaches accordingly.
- Meta’s automatic configuration and prioritization of events, based on historical advertising activity, streamline the process. Businesses verify and confirm the initial configuration in Events Manager.
- Navigating Limited Ad Personalization:
- Acknowledging the impact of more users opting out of tracking on iOS 14 devices, businesses anticipate constraints on ad personalization and performance reporting.
- Despite not having apps, businesses recognize the broader implications for web conversion events and take preemptive measures to adapt.
- Ensuring Compliance and Consistency:
- Adhering to Meta’s requirements for advertisers delivering ads optimized for conversion events, businesses complete the verification process. This demonstrates a commitment to compliance and ensures a seamless continuation of their advertising efforts.
By proactively addressing the challenges posed by the iOS 14 update, businesses demonstrate resilience and adaptability in the dynamic digital advertising landscape. Their strategic approach not only safeguards against disruptions but also positions them to navigate evolving privacy-centric measures while continuing to drive effective and personalized advertising campaigns.
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