Facebook marketing is typically growing in demand because of its remarkable performance and simple-to-set-up design. However, with the recent updates made in iOS 14, many arguments have taken place regarding Facebook’s marketing. Well, some reports do suggest that Facebook marketing would come to an end. Also, the change in iOS 14 update exhibits a genuine possibility.

So, how is this a sincere issue to talk about?

Facebook Marketing: How iOS 14 Is Affecting Facebook Marketers?

Well, there are a massive number of resources that proves iOS 14 can negatively impact Facebook Marketing. The current changes in iOS 14 will manipulate the way through which Facebook will be able to receive and process conversion schemes. Particularly from tools such as Facebook Pixel. 

Therefore if any commercial establishment promotes mobile apps, the platform optimizing, targeting, and reporting the same in web applications will be affected. On a summarizing note, all the applications in the Apple App store show a prompt to the users asking to track them outside the platform. 

The new policy offered by Apple concerning iOS 14 prevents data collection and sharing unless the user chooses so. This may look or sound familiar because most websites that use cookie tracking are forced to implement prompts in response to GDPR requirements.

If iOS users choose to opt out of Facebook’s tracking, the following chain reactions will occur:

• If Facebook cannot track users’ behaviour, the tracking design by Facebook Pixel will be ineffective, and its implications will be severely limited. This leads to generating inaccurate conversion reports, as well as inefficient remarketing processes.
• The target-driven method will be reduced and restricted. That means your ability to create hyper-personalized Facebook marketing strategies designed for specific audiences may need to be improved.
• With fewer targeting options, there is a high possibility of more money being wasted and less implementation of personalized Facebook marketing copy.

How Is Facebook Responding to iOS 14 Update?

The reaction of Facebook to these updates shows that the authorities are very concerned; This update has the potential to harm the revenue severely. According to Statista.com, 79.9% of Facebook users only use the app on their mobile phones, while 1.7% only use it on desktop or laptop computers. The other 18.5% use it on both.

A significant portion of that 79.9% will be using an iOS device with the iOS 14 update. There will be a percentage of those users who will allow the app to track their data, but the number is unknown and unlikely to be a significant proportion of the total. Therefore, most iOS users will likely opt out of Facebook’s tracking.

Facebook has criticized Apple’s decision, claiming it will harm small businesses looking to advertise on their platform. Like many others, this sentiment is correct but somewhat misleading and manipulative. Large corporations benefit the most from Facebook marketing. But small businesses contribute to that revenue. 

Therefore, small businesses aren’t the primary players in Facebook’s marketing business model. When large corporations invest millions of dollars in advertising schemes and decide not to spend that money on Facebook marketing instead of going elsewhere, it is a matter to panic about.

These changes will directly impact small businesses the most. It will significantly impact all companies that advertise on Facebook. Dan Levy, Facebook’s VP of Ads and Business Products, states his arguments against the iOS update in a post, titled ‘Speaking Up for Small Businesses’. 

According to the article, Apple needs an update to aid apps to include in-app payments and subscriptions (all of which the brand would profit from). He also discusses how the update restricts the ability of small businesses to perform online. Small businesses have limited resources. Therefore, these business establishments require possible targeting options. 

Furthermore, Levy points out that Apple doesn’t always follow its rules. Why? Because Apple’s personalized ad platform is not subjected to the new iOS 14 policy. Here Apple is not required to send the user the prompts, while the other applications are.

How Will iOS Affect Facebook Marketing Campaigns?

Apple’s customer data privacy update will have an impact on Facebooks ads in a variety of ways. Among those are-

Subscriptions and in-app payments will be forced on businesses.

Apple does not receive any commission of Facebook’s ad revenue or that of other apps with similar business models. However, when an app has in-app subscriptions or payments plan, they do earn some cut.

Advertising Strategies will be less efficient and effective.

If done correctly, all Facebook advertising strategies will include some form of remarketing, conversion tracking process or changed lead generation techniques. These transformative scenarios rely heavily on the Facebook Pixel’s tracking effectiveness. 

If a user opts out of tracking, then Facebook Pixel becomes ineffective. Suppose all users on Facebook’s properties using an iPhone opt out of Facebook’s tracking. In that case, the user will be unable to remarket to those individuals in the future on their mobile devices.

Ads Will Generate Fewer Website sales.

Facebook studies show that de-personalized ads will experience a negative impact on those looking to increase sales through Facebook. A loss of personalization, in particular, could result in 60% fewer website sales from ads.

Ad revenue from the Facebook app will be reduced.

The loss of personalization could result in a 50% drop in revenue due to Facebook app install ads. This is intended for those who create apps and promote them through Facebook ads. The point is similar to the one mentioned above, exhibiting that loss of remarketing and depersonalization of ads will result in massive revenue reductions.

In Consideration,

Facebook marketing will undergo a significant downfall in the iOS platform. Sure there are some notable and possible workarounds to come by shortly. In the meantime, you can stop relying on Meta Pixel more and explore other marketing channels such as LinkedIn and Google.

The human race has the potential to adjust very fast, so something productive in regard to Facebook Marketing will be taken care of soon. Till then, enjoy the available marketing ideas while having a great day ahead.