On June 22nd, 2020, the digital landscape went through a major shift. Apple—one of the world’s largest technology companies—announced three new policies it would be implementing with their new iOS 14 update. These policies are the most recent example of a rapidly evolving digital ads ecosystem, one that is making Czech Republic Phone Number room for increased data privacy on the part of the user.
In the scramble to maintain advertising ability for the millions of businesses using the platform, Facebook has created a new tool that will soon go live, as well as implementing various other changes. But what do all these major shifts mean for the businesses caught in the crossfire?
In the face of a global pandemic, where businesses are relying on digital and social media advertising more than ever before, what can you as a business owner do to stay ahead? The effects are three-fold and are crucial to understand. Let’s dive in.
How Facebook’s Systems Are Changing
Long Story Short…
Businesses will now have to operate on a severely restricted data diet. To help with this, Facebook is implementing Aggregated Event Measurement, a new tool designed to make the best of Apple’s unilateral changes. Rather than pinpointing users, it uses general tracking to judge the performance of ads.
Here’s how Aggregated Event Measurement will work for businesses:
If users opt in to tracking, Facebook can track up to eight standard events for said user as they visit a business’ website (i.e. Page View, Purchase, Add to Cart etc.). iOS 14 has put custom events out of the running altogether, so advertisers must select from Facebook’s preset list.
The Impact on Your Business
However. Content doesn’t always need to be educational. For some brands. Content is more effective when it’s entertaining. Consider the example of moonpie. This century-old snack earned a lot of attention when the powers that be decided to hire someone to post weird. Absurdly funny content on the brand’s twitter account. By simply entertaining customers with short.
Exceptionally bizarre tweets. The brand gained much more exposure than it was typically accustomed to. Guest blog a blog can be a very powerful marketing tool. Again. It gives you the opportunity to educate your audience. Establishing your brand as authoritative in the process. The problem is. A blog that’s only published on your site has limited potential reach. That’s not ideal when your goal is to grow brand awareness. Along with posting blogs on your own site. Reach out to the editors of relatively popular sites and digital publications in your niche.
Thanks to the restricted data diet resulting from users opting out, Facebook may also not be able to target people likely to convert in that timeframe as well as before.
Changes in Measurement
We’ll also be seeing significant changes in measurements and metrics thanks to these attribution shifts:
- There will be no 28-day attribution window, and limited view-through window options. Businesses will see fewer reported conversions. It’s worth noting that the conversions will still happen, but we won’t have full visibility into their nuances.
- No conversion event breakdowns available. These breakdowns give advertisers insights into their performance driving demographics, but with the limited data diet, these granularities will no longer be available.
Important Steps to Take from Here
Verify Your Domain
Verifying your domain is an important Czech Republic Phone Number step to take, especially if your account has multiple pixels. For a more in-depth look at this, head to our blog on domain verification.
Prioritise Your Pixel Events
Next on the list is prioritising your Pixel events. Now that data tracking has gone lean, green, and mean, advertisers must create a hierarchy of important events to use if their customers opt-out of comprehensive tracking.
These events are specific to your ad goals, so be sure you correlate your top chosen events for the objective of your ads (e.g., Conversions Campaigns and Purchases). Remember, if users opt out, you will only receive data from a one action they perform.
Or online courses (although you should ideally be creating content for a variety of media and channels). You can attract new customers and maintain loyalty among existing customers by regularly offering valuable content. The way in which you do so will simply depend on the nature of your business and brand. For example. If you run a law firm. You can publish informative blogs and videos with a professional tone that explains various legal topics that may be relevant to your customers.