Apple recently released iOS 14.5. Out of the multiple new features introduced, the most newsworthy was AppTrackingTransparency. This new update requires companies to request and gain permission from users before tracking important browsing information.
To the common consumer of Apple products, this is a welcome response to privacy concerns. Before this update rolled out, advertising companies were able to follow and connect an IP address’ activity. For example, they would know which websites or searches a user was making and whether they ended up making purchases. Companies would then use this information to present relevant advertisements to the users when they visited the company’s own website.
This update has been concerning for small business owners, who rely on ad tracking to drive business to their stores. The fear is that you will either have to spend more money to distribute ads to a larger number of people, or risk frequently missing you target audience. Facebook immediately fought back against this change, launching the Facebook for Business website, claiming the change would disproportionately affect the small business owners who advertise on their platform.
The fear is that you will either have to spend more money to distribute ads to a larger number of people, or risk frequently missing your target audience.
While this fear is not unfounded, there are many ways to work with and around these updates. Apple is requiring users be given a choice, not banning tracking altogether. 6-24% of users, according to a study by Flurry Analysts, will choose to allow facebook's tracking. In these cases, data tracking and ad display will continue as before.
6-24% of users, according to a study by Flurry Analysts, will choose to allow Facebook's tracking.
Additionally, Facebook is still allowed to track user actions within their own products and websites that contain Pixel. These webs of ownership are bigger than one might expect. For example, user actions on Instagram will still be tracked and used to show advertisements on WhatsApp. With the introduction of these changes, Facebook has announced plans to increase Pixel capability through Aggregated Event Management .
Facebook is still allowed to track user actions within their own products and websites that contain Pixel. These webs of ownership are bigger than one might expect.
Small businesses that utilise personalised ad tracking to attract customers may feel some effects from Apple’s new privacy policy. However, by taking some steps to prepare, these effects can be successfully mitigated. Visit our sister article, “4 Steps for Reducing the Impact of Apple's New Ad Policy on Your Business” for tips. For more information on how you can reduce the impact of this change on your small business, visit Facebook’s preparation recommendations.
Visit our sister article, “4 Steps for Reducing the Impact of Apple's New Ad Policy on Your Business” for tips.