Right, the biggest change in audiences and tracking of late is the iOS 14 update. Apple has given potential customers the option to opt out of being tracked. Now, we know this has been going on for near on a year, but! Not everyone has made the changes and some of you are still struggling. So, iOS 14...
How does the update affect Facebook advertising? Well, there can be a big delay on pixel based conversions, making it more difficult to track which campaigns conversions have come from. Facebook might not be able to ever track it. As well as this, estimated results are given from Facebook. If there's lots of traffic to a website, it can leave Facebook guessing that there's been sales. Although this might sound daunting, there's lots that can be done to help. Using Facebook lead forms, as well as tracking software. All isn't lost!
Retargeting... don't worry it's still possible! Even if your potential customer has 'opted out' Facebook can still track the last click. Yes, it's not as amazing as following the full customer journey like before. But, being able to track the last click means you can still use retargeting ads to hook that customer in.
Now, the three must do things you need to do:
Verify Your Domain
Rank for Events
Add Pixel
Not sure how to do this? Book a workshop hour, and we can walk you through it.
Hide My Email... Another one of Apple's features! It gives the Apple user, the option to use an alias email. Which means, not giving you their direct email address on your lead form/submission. What does that mean for you? Well, not too much. If the customer is choosing to use the alias email, it probably shows that they don't trust the organisation. Meaning, they probably aren't the people you'd want to be retargeting and reaching out to. You'll still be able to contact them, their alias will lead to their main mailbox, but they'll be able to automatically 'spam' it/ sent it to junk or even delete the address. If there's an increased trend in @iCloud.com email addresses or a higher bounce rate to your email campaigns, look at your customer journey and branding, does it install trust?
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