Jason Bholanauth

Jason Bholanauth

Founder of Inbound Mauritius // Blending data with marketing

iOS 14.5 is out. Here’s what marketers should know and do right now.

If you missed it, earlier this week, Apple released its new iOS 14.5.

In brief
Besides the usability updates, the new iOS will require iPhone users to give explicit consent before allowing an app to collect their data.

What it means for marketers?

For marketers, it will be both a game of re-assessing performance tracking and dealing with less targeting accuracy.
Digital Marketing Mauritius

I explain:

  • iOS 14.5 is working in such a way that marketers will have to face the opt-out count from apps such as Facebook, LinkedIn, and more.
  • For those running Apps campaigns, it will means updating their apps to match Apple’s Identifier for Advertisers (IADF) requirements and make sure that you are collecting only required data.
  • You might find it difficult to have personalised ads or content to your audience
  • You might see an increase in CPMs, CPCs, and CPAs.
  • Campaign results will be affected as the data won’t include users who denied permission for tracking. However, Facebook will limit data tracking / conversion events to only 8. We can expect more conversion tracking in the future hopefully with new delivery models.
  • For now, marketers need to prioritise the 8 main events they want to track.
  • The new iOS only allows data collection for a period of 7 days. Facebook will no longer offer the 28-day campaign run.

Actions you should be taking now:

  • Configure your domain inside Facebook’s Business Manager
  • Understand how attribution is changing with the new iOS 14.5
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