If your business is currently running ads on Facebook and Instagram, you’re going to experience a change in your digital marketing due to the release of iOS 14. And that change could be harmful.
What exactly is going on, and how can Butler Branding minimize the disruption in your digital advertising.
Recently, Apple announced changes with iOS 14 that will impact how we receive and process conversion events from tools like the Facebook pixel. That pixel is those few lines of code from Facebook that you copy into the header section of your website. This code allows the pixel to receive information about the actions taken on your site to make your Facebook ads more relevant to your audience.
The rollout of iOS 14 will impose apps to ask users’ permissions before using their private information and directly impacts how Facebook and Instagram apps operate.
While this may not seem alarming, Dan Levy, VP of Facebook Ads and Business Products, claims the “new iOS 14 policy will have a harmful impact on many small businesses that are struggling to stay afloat.”
Levy believes the changes will impact businesses in these ways:
- Make advertising less efficient and effective
- Cause a loss of personalization that could result in 60% fewer website sales from ads
- That loss of personalization could lead to a drop in revenue by 50% resulting from Facebook app install ads
- Make it more difficult for small businesses to reach their ideal audience, limiting growth
All of these things may be true, but we don’t know the extent to which it is true. The digital landscape is already challenging as it is. This update could end up being a minor issue, or it could be catastrophic. Either way, what you do next could make or break your digital marketing.
If you’re spending money on digital marketing on Facebook and Instagram and want to minimize the disruption in your advertising, now is the time to reach out to Butler Branding. We will work to keep you positioned digitally and keep your audience engaged.
Don’t get stuck in the digital weeds. Reach out to Butler Branding.