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Marketing is a fast-paced world and the fact that change is always lurking is perhaps the only constant there is. We notice this again, with the prospect of the Apple iOS 14 update. Online advertising via Facebook, Instagram and Google Ads is therefore just a little different.
Due to the update, you will see a pop-up in which you can indicate that you explicitly give apps permission to track what you do. People who do not give permission for this can therefore no longer be followed via Facebook, for example.
Just a simple example: we introduce Simon. Simon is a cheerful guest who would like to move to Amsterdam. During working hours, he uses Facebook a bit, because yes, work and private life are a bit more mixed up these days. While scrolling, his eye catches an advertisement: beautiful rental apartments, exactly where he prefers to live in Amsterdam! He clicks on the ad, goes to the website and leaves his details. Nothing to worry about, right?
But wait, earlier today that pop-up came along. Simon did not give permission and when he clicked on the ad on Facebook, it was impossible to follow. You would think, well, Simon clicked where we wanted him to click, right? What’s the big deal?
There is indeed. We marketers live on results. Of course you cannot just throw content and advertisements into the world and hang back, without measuring whether it has an effect. And it is precisely that measuring has now become more difficult or to say the least: not complete. The advertisement that Simon drew to those beautiful homes in Amsterdam? It now seems less effective than it really was!
The fact that marketers and advertisers no longer know how many conversions a campaign yields is one thing, but Facebook does not know anymore either! Optimizing a campaign is also more difficult for the algorithm and we are getting further away from home. A group of retargets? Success with it.
What a negative story, sorry! Fortunately, the great thing about continuous change is that it makes you very flexible. Even now there are plenty of tricks that we immediately got to work with. Registering domains, setting up the conversions API and that kind of jargon. We also console ourselves with the idea that companies like Facebook themselves want to make sure that advertising remains attractive. After all, that is their earnings model.
So at Brightlot we happily continue: keep on with those campaign requests! Do you now also know what subjects haunted through our heads;)
PS Personas also deserve a happy ending: Simon now lives happily in his new house in Amsterdam. We have not been able to track, but it is nice for the story.