Facebook is responding to Apple's iOS14.5 rollout.In late April, Apple rolled out their latest update – iOS14.5. In this update, Apple asked users to opt-in to tracking or, by default, users were left opted out. By opting in, platforms such as Facebook would be allowed to track and utilize users’ data. What does this mean for business owners using the Facebook ad platform to market? According to an analysis done by Flurry Analytics, as of May 2021, only 6% of US daily users with iOS 14.5 have selected to opt-in. By not opting in, people are choosing not to be tracked during their online sessions, which means businesses lose the ability to effectively target them. Facebook and other online platforms are drastically impacted by this update as they no longer have access to the user behavior data — which means the ability to target specific demographics and interests is severely limited.
What Does This Mean for Your Business?Businesses are only able to target people who are non-Apple users or Apple users who have opted in to tracking. This presents two concerns:
- The audience sizes for targeted ads have decreased as many Apple users have chosen to stay opted out of tracking. With a smaller audience, businesses tend to pay more for their cost per lead and/or conversion.
- With the lack of tracking, businesses won’t have the same retargeting options as they once had within the Facebook platform. This could result in a lower conversion rate, as businesses will no longer be able to retarget warm leads as effectively.