With Apple’s iOS14 update earlier this year – and a recent iOS15 update – we’re seeing a lot of changes to marketing efforts across platforms. These updates have largely impacted data collection, requiring companies to be more intentional about the information they collect. Here’s what you need to know about the iOS14 and iOS15 updates, and how they impact your marketing strategy.
Before the iOS14 update in April 2021, apps had the ability to track users across various apps and websites for advertising purposes. Under this update, however, apps must explicitly ask users to opt-into data tracking, with users receiving the following message: “X would like permission to track you across apps and websites owned by other companies. Your data will be used to deliver personalized ads to you.” Users then choose between “Allow Tracking” or “Ask App Not To Track.”
The biggest impact was felt with Facebook Ads.Companies saw a decrease in the amount of data they’re able to collect. This impacts the ability to create efficient, custom audiences – and therefore, conversions may decrease and will likely become more expensive. Additionally, the attribution window moved from 7-day click-through and 1-day view to 7-day click-through only. Finally, reporting became more delayed, aggregated, and limited.
While the iOS14 update certainly presents a major challenge to your Facebook Ad strategy, there are some concrete steps you can take to limit its impact. For example:
Here’s some good news: Google isn’t as directly impacted by the new iOS policies! Still, advertisers should be prepared for some changes:
Ultimately, the iOS14 update presents some significant changes and challenges to companies. But by taking a few concrete steps to bolster your marketing strategy, you can help limit the impact of the update.
The iOS15 update expands upon the user privacy protections implemented in the iOS14 update. But whereas the iOS14 update presents a challenge to marketers by limiting mobile app tracking, the iOS15 update could significantly impact email marketing. Among other features, the iOS15 update implements a free Apple Mail privacy feature that will prevent senders from knowing when someone opens an email. Additionally, the update masks IP addresses, so users can’t be linked to other online activity.
While Apple Mail users will be given the option to opt-into these new changes, chances are nearly every user will choose not to do so. Upon updating, users will receive two options from Apple: “Protect mail activity – hide IP address and privately load all remote content” or “Don’t protect mail activity – show IP address and load any remote content directly on your device.” So it’s safe to assume that a huge majority of your email list will be impacted by this update. And that’s going to impact a major email marketing metric: open rate. With the iOS15 update, Apple will now measure open rate by the number of emails received, not the number of emails opened. What does this mean for your email marketing? Mainly, that you’ll have to find another metric for measuring email engagement.
The iOS15 update definitely presents a hefty challenge to email marketing. However, there are a few steps you can take to mitigate the impact of the update, including:
The iOS15 update presents a pretty big challenge for email marketers. But by rethinking metrics and reimagining data collection, you can adjust to the update and possibly improve both deliverability and engagement.
Concerned about how the iOS14 and iOS15 updates will impact your marketing efforts? Reach out to the marketing team at Fruition! Our marketing specialists can help you develop a strategy that will weather the proverbial iOS update storm.
As a Social Media Specialist, Terrence creates, edits, and executes paid and organic social media campaigns. With experience in both agency and in-house settings, Terrence is passionate about bringing brands to life and connecting with their audience across multiple channels. Outside of work, Terrence enjoys fitness, comic books, comedy, and trying out new cuisines.
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