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The impact of Apple's new policy on digital marketing strategies.

Updated: Nov 8, 2023

the author of the article

Author: Kevin Aijuka

Date of Publication: 15/06/2022

In early 2021, Apple officially introduced updates to the iOS14 operating system that represent a paradigm shift as they include strict privacy restrictions. In particular, they impact businesses and digital marketing strategies, with a focus on e-commerce and social advertising campaigns.

multiple devices

From now on, all apps will have to ask the user for permission to track their activities (Apple's tracking request), instead of doing so by default as before. Therefore, these new rules will directly impact retargeting, optimisation and measurement strategies, both for mobile campaigns in apps and on the web. Furthermore, both Google and Facebook have approached the issue in two very different ways.

On the one hand, Facebook is talking about how these changes will affect small and medium-sized businesses. Thus, it rejects this new policy and condemns Apple's profit motive behind this strategy. On the other hand, Google explains how it is adapting to the new ecosystem and what measures it is taking in response to the new policy.

1. What are the implications of iOS14 for Facebook Ads campaigns?

  • Setting up a new campaign. There is a maximum of 8 conversion events per domain, and this domain must be verified by the clients themselves. This restriction applies to domains, not the pixels themselves.We need to think about how important the order of these 8 events is to our business interests.

  • It affects campaign optimisation and segmentation. The conversion window is shortened from 28 days post-click to 7 days post-click and remains at 1 day post view. It will now be even more important to use broad targeting, which will increase the cost per result.

Facebook login access

2. Apple's policy: How should we be prepared?

  • It is necessary to verify our domain in Business Manager.

  • All apps need to provide information about their data collection methods via Apple's App Store Connect.

  • If you are using the Facebook SDK, you will need to upgrade to version 8.1 or higher.

  • For Facebook users, regardless of app type (FB SDK, App Events API, MMP SDKs), the Advertiser Tracking Enabled flag is required for Facebook to limit data usage per event.

  • When using all app tools (FB SDK, App Events API, MMP SDK), it is important to configure the conversion schedule if you want to optimise in-app events, value and installs of mobile apps with automated app ads.

  • Be prepared to run all app install campaigns on iOS 14 with one ad account per app, nine campaigns per app and five ad sets per campaign with similar optimisation.

3. Google positioning

  • Google immediately welcomed iOS14 as a new opportunity to "continue to set higher standards for user privacy and ensure a thriving digital advertising ecosystem.

4. How can we prepare app campaigns for iOS14 on Google?

  • Update the GA4F SDK or implement SKAdNetwork.

  • Provide the latest version of Google Analytics SDK for Firebase to automatically r

  • Deploy the next version of Google Analytics SDK for Firebase (15 September) to measure conversions for users who accept the iOS14 tracking message.

  • Update the AdMob SDK as needed.

  • Reduce the number of campaigns.

  • It is recommended to stay below 100 campaigns, preferably between 10 and 20.

  • Make sure you have updated the app in the App Store for iOS14.

google site on a computer

It is now the responsibility of digital marketers to revamp their mobile app and social advertising strategies. This is because they have to get individual consent from users before they can (legally) use their data. So, this is an interesting development for all companies working on app development projects and digital marketing strategies, but also for anyone involved in web development.


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