The types of tracking provided by the Apple Dev team is extensive. It includes everything from displaying targeted ads on Facebook based on user data collected, to sharing location data and email lists. It goes so far as using data from other developer’s apps to measure advertising efficiency. These are all common tactics in the advertising space.
Naturally, companies and the marketers who advertise on Facebook on companies’ behalf are worried. We’ve been hearing a range of concerns, and the most common questions include:
• How does this affect my Facebook paid media campaigns?
• Will we still be able to effectively target audience segments?
• Will our conversion and reporting metrics be thrown off?
Anticipating this bevy of inquiries from concerned marketers, Facebook has released a statement
"As more people opt out of tracking on iOS 14 devices, ads personalization and performance reporting will be limited for both app and web conversion events.
In response to these changes, we will also start processing pixel conversion events from iOS 14 devices using Aggregated Event Measurement. This will support your efforts to preserve user privacy and help you run effective campaigns."
Facebook reps have also conveyed a wait-and-see strategic approach to agencies, because they are still not completely sure what the extent of this massive change’s ramifications will be. So far, much of Facebook’s response has been solution-oriented, such as processing pixel conversion events using Aggregated Event Measurement.
Because Facebook’s primary revenue stream is predicated on being able to serve targeted ads through the seemingly endless amount of data it collects on its users, the company seems to be doing damage control.