Is Facebook Ads Retargeting Going Away With iOS 14?!

TL;DR

iOS 14 changes will affect Facebook ad retargeting, but not drastically.

Transcript

hi guys it's ben heath from lead guru and in this video i'm going to talk about how the ios 14 changes the changes that are happening to facebook ads right now are going to affect retargeting what is facebook ads retargeting going to look like now a lot of facebook advertisers use retargeting very heavily us included within their facebook advertisi... Read More

Key Insights

• iOS 14 changes will primarily impact app activity and website visitor tracking, affecting custom audiences for retargeting.
• Retargeting through Facebook and Instagram interactions remains unaffected by iOS 14 changes, ensuring some continuity.
• Custom audience match rates may decrease slightly due to reduced data availability, but not significantly.
• Facebook can still track interactions and clicks within its platform, allowing some retargeting to continue indirectly.
• The impact will be limited to iOS users who opt-out, with Android users and those who opt-in remaining unaffected.
• Simplified sales funnels and a focus on Facebook-based interactions are recommended to adapt to the changes.
• There may be a shift from website and app retargeting towards customer lists and on-platform activities.
• Facebook's ability to track in-platform actions ensures that retargeting can still be effective despite changes.

Questions & Answers

Q: How will iOS 14 changes affect Facebook ad retargeting?

iOS 14 changes will primarily impact the ability to track app activity and website visitors, which are key components of Facebook ad retargeting. Custom audiences based on these activities may be reduced as iOS users choose to opt-out of tracking. However, retargeting through Facebook and Instagram interactions remains unaffected, allowing advertisers to continue reaching users who engage with their content on these platforms.

Q: What aspects of retargeting remain unaffected by iOS 14?

Retargeting through interactions that occur within Facebook and Instagram remains unaffected by iOS 14 changes. This includes activities such as video views, lead form interactions, and engagements with Facebook and Instagram pages. These actions occur within the Facebook ecosystem, allowing the platform to continue tracking and retargeting users based on these interactions, regardless of iOS 14's restrictions.

Q: Will custom audience match rates be affected by iOS 14?

Custom audience match rates may experience a slight decrease due to reduced data availability resulting from iOS 14 changes. As users opt-out of tracking, Facebook may have less data to match uploaded customer lists with actual users. However, the impact is not expected to be significant, and advertisers can still leverage other retargeting methods to maintain effective campaigns.

Q: How can advertisers adapt to the changes brought by iOS 14?

Advertisers can adapt to iOS 14 changes by simplifying their sales funnels and focusing on interactions that occur within the Facebook platform. This includes leveraging video views, lead forms, and page engagements for retargeting. Additionally, advertisers should consider shifting from website and app retargeting towards customer lists and on-platform activities to maintain effective advertising strategies.

Q: What is the potential impact of iOS 14 on website visitor retargeting?

The potential impact of iOS 14 on website visitor retargeting is a reduction in the size of retargeting audiences. As iOS users opt-out of tracking, they will not be added to custom audiences based on website visits. This reduction could decrease the volume of retargeting opportunities, but advertisers can compensate by focusing on retargeting through Facebook-based interactions and other methods.

Q: How significant is the impact of iOS 14 on Facebook ads overall?

While iOS 14 changes will have an impact on Facebook ads, particularly in terms of retargeting and custom audiences, the overall effect is not expected to be disastrous. Many aspects of Facebook advertising, such as interactions within the platform, remain unaffected. Advertisers can adjust their strategies to focus on these unaffected areas and continue achieving effective results.

Q: What strategies can advertisers use to maintain effective retargeting?

Advertisers can maintain effective retargeting by focusing on interactions that occur within Facebook and Instagram, such as video views and lead form engagements. Additionally, uploading customer lists and leveraging Facebook's existing tracking capabilities can help compensate for the reduced ability to retarget website visitors. Simplifying sales funnels and allowing Facebook more flexibility in ad delivery are also recommended strategies.

Q: Will there be a shift in focus for Facebook ad retargeting?

Yes, there is likely to be a shift in focus for Facebook ad retargeting due to iOS 14 changes. Advertisers may move away from relying heavily on website and app retargeting and instead focus more on customer lists and on-platform interactions. This shift will allow advertisers to continue reaching their target audiences effectively despite the changes brought by iOS 14.

Summary & Key Takeaways

• The iOS 14 changes will affect Facebook ad retargeting, particularly for app activity and website visitors. However, retargeting through Facebook interactions remains unaffected, allowing some continuity in advertising strategies. The changes will primarily impact iOS users who opt-out, with Android users and those who opt-in remaining unaffected.

• Custom audience match rates might decrease slightly due to reduced data availability, but the impact is not expected to be significant. Facebook can still track interactions and clicks within its platform, allowing some retargeting to continue indirectly. Advertisers are advised to simplify sales funnels and focus on Facebook-based interactions.

• A shift from website and app retargeting towards customer lists and on-platform activities is anticipated. Facebook's ability to track in-platform actions ensures that retargeting can still be effective despite changes. Advertisers should adapt by utilizing Facebook's existing tracking capabilities and adjusting their strategies accordingly.