Gatsby

As you may already know, Apple recently released the much-anticipated iOS 14. This new operating system features some amazing changes, such as the addition of widgets to the home screen, the ability to search within apps, and useful updates to the Messages app (our personal favorite!), but did you know it also includes some key changes that may impact your paid social strategy? Here’s what you need to know, and what you can do it about it: 

What to know: How iOS 14 will affect your Facebook Ads 

The biggest change affecting Facebook Ads is limitations to data that the pixel will receive and report. Users will be prompted to approve tracking when they first open an app (such as Facebook or Instagram). This means they will need to “opt in” to share certain data that was previously shared by default. This data tracks behavior such as conversions, which is especially key for determining the success of a paid social ad, but also includes demographic information such as geographic location, making it harder to refine ad targeting. For most Facebook marketers, the pixel is their primary source of information, but if a user denies tracking, the pixel is rendered useless.  In other words, you will miss important conversion data from users who opt out of tracking, and if a significant number of users opt out, Facebook ads just won’t be what they used to. Many experts have long portended the demise of Facebook ads, but as we see it, it’s simply an opportunity to leverage the data Gatsby offers to complement your paid social strategy.

What you can do: 

1. Leverage your micro-influencers! As detailed targeting becomes more difficult, shift your paid social strategy to focus more on micro-influencer marketing. This offers more transparency and control, better tracking (our dashboard alerts you when your influencers have posted), and a holistic ROI that includes conversions, customer retention, higher engagement rates and more.
2. Build new targeted ad audiences with your Gatsby data. You can create Facebook lookalike audiences from your most influential Gatsby micro-influencers. Our platform allows you to easily export data to a CSV file, which you can upload into the Facebook Ads Manager or you can do this automatically through a tool like Klaviyo.
3. Use your Gatsby insights to convert your influential prospects at a higher rate - offer special on-page messaging to your influential prospects through a partner like Justuno, and offer special incentives through Instagram retargeting ads to your site visitors who opt into a popup, have a large amount of followers, but haven’t converted yet. You want to make sure you convert these prospects into customers since they have the potential to generate more organic word-of-mouth for your brand once they become a happy customer.

We hope this helps you navigate the changes that are coming. And, of course, we’d love to hear how you’re adapting your paid social strategy. Drop us a line!

Resources: 

https://www.facebook.com/business/apple-ios-14-speak-up-for-small-business/impact-on-ads-marketing

https://www.wordstream.com/blog/ws/2021/01/20/ios-14-update-facebook-ads

https://gizmodo.com/17-things-you-can-do-in-ios-14-that-you-couldn-t-do-bef-1844975020

https://www.searchenginejournal.com/facebook-advertisers-brace-for-ios-14-tracking-prompt-fallout/392012/#close