29/04/2021
Facebook has called out Apple Inc. for its privacy changes that restrict advertisers from running personalized ads.
App Tracking Transparency in iOS 14 will require apps to ask for permission to track user activity and will give users the option to limit apps from collecting data.
If users opt to restrict app tracking, Facebook claims that this will affect small and mid-sized businesses that rely heavily on targeted advertising to reach customers. Without personalized ads, Facebook states that "small business advertisers could see a cut of over 60% in their sales for every dollar they spend." Facebook also pointed out that the updates can affect the measurement of campaign performance, making it difficult for advertisers to gauge the effectiveness of their campaigns.
If you optimize, target, or report on mobile and desktop web events from Facebook pixel or any of their other business tools, you can take steps to prepare your event setup and management for these changes:
1. Plan to operate with eight conversion events per domain.
2. Initial configuration and how to change it.
3. Complete domain verification.
If Apple gets its way, Facebook’s Audience Network is finished and will throw its conversion tracking and retargeting options into a whirlwind. 🌪
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