https://safirsoft.com Facebook advertisers panic after iOS cuts key tracking data

Advertisers say that after the iOS privacy change, Facebook ads will no longer be effective. According to some ads, thanks to Apple's "Do Not Ask to Track" feature, Facebook appears to be putting pressure on users' ability to track and show certain ads to them. .

Late April released iOS 14.5 privacy guidelines. According to Statcounter, since then, nearly half of iOS devices have installed at least version 14.5 worldwide, and the vast majority of users of these devices have opted for the ability to track Facebook and other apps. According to analyst firm Flurry, just 17 months after the feature was launched, only 17% of users around the world have done so.

Read more iOS 14 privacy settings neutralize ad targeting and Facebook Alerts These changes could have a major impact on Facebook's streak. Eric Seufert, an analyst at Mobile Dev Memo, predicts that if only 20 percent of users are satisfied with tracking, Facebook's revenue could drop by 7 percent in the full quarter of the selection process (the third seven months). The company warned in February that the iOS changes would reduce the ability to track users online. "It was very disruptive for most advertisers," Soffert told Bloomberg. “The big question is: Are we only seeing short-term fluctuations that can be expected to return to the mean, or is this a new norm?”

Settings menu to manage tracking based on iOS app. Zoom / Settings menu to manage tracking based on iOS app. Samuel Axon

It may take a while for advertisers to answer the question: At first it seemed like Facebook was taking the low pick rate seriously and media buyers didn't notice significant changes. But that appears to have changed in recent weeks, with some buyers reporting that the impact of the announcement has waned this month.

Advertising

Some advertisers, such as e-commerce sites, seem to be hit hard. Many retailers run programs like Shopify that share customer data, including details of customers' purchases on the site, with Facebook. This allows Facebook to adjust its "beautiful" audience that advertisers reach, so they can target other people who might be interested in buying the same thing.

ReadingApple releases iOS 14.5, the biggest update since iOS 14 Before the launch of the new iOS feature, media buyers reported that Facebook can handle 95% of sales earned on your customers' sites. Now, many media buyers report that Facebook accounts for only 50% of sales. One buyer reports that having a customer shows only 3% of sales in the Facebook Ad Manager.

Other people visit e-commerce sites without buying anything, and to close the deal, retailers "retarget" these users and give them ads on Facebook for what they saw but didn't buy. A Facebook spokesperson said: "These ads are not enabled if 'Request Tracking' is enabled."

"We believe personal ads and user privacy can be compromised without compromising the app's tracking transparency. Enjoy coexistence. Aras We're also working on solutions to help businesses and investing in privacy-improving technologies designed to reduce the data that is processed, while still allowing us to serve ads. Relevancy and measures the effectiveness of advertisements.

As users requested Don't Track Facebook, the company's feedback loop is being broken for a portion of its audience and the main source of data is expensive. The US market is so important to advertisers that Flurry has a separate tracking rate for iOS only 10 percent of US users choose to track, compared to 17 percent worldwide.

By ignoring that rate High, US iOS users could make a huge impact on Facebook's revenue: Last year in the US and Canada, the company was five times more than Matt in the middle of its global revenue, making money from ads per user. The third quarter is the extent of the threat posed by the pursuit of withdrawal from the company's revenue.

Facebook advertisers panic after iOS cuts key tracking data
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