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How iOS14.5 can affect your marketing campaigns

How iOS14.5 can affect your marketing campaigns

The fateful moment has arrived. After months of waiting and rumors about all the possible changes introduced by the new Apple operating system, iOS14.5 has been launched. And if there are many benefits for consumers, such as new features, at the same time it’s possible to highlight a number of disadvantages for marketers who track their users in order to define effective strategies.

The main problem of retargeting and marketing strategies based on third-party tools, such as ADS and ADV campaigns, is the absence of direct control by the seller. If up to now you have relied on pixels as a tool to optimize your communication, it’s time to know that you may lose essential customers’ data and significant revenue

There is only one solution: have a native mobile app that you can always rely on.

Let’s now see what are the negative impacts that the new iOS14.5 could have on your business and how to counter them.

Consent first: here’s how tracking changes

For a few months now, uploading your app to the Apple store requires an additional demand from the system: you have to provide information about the data your app collects and make it available on your product page.

Additionally, in order to continue to collect data from iOS14.5 devices, you will need the owners’ explicit consent. This can be done through a prompt (i.e. a request) which will appear on their screen as a pop up, in accordance with the company’s App Tracking Transparency (or ATT) Framework.

What does it mean? It means that if your audience is predominantly composed of owners of an Apple smartphone, the risk of losing track becomes significant. Adding up the percentage of users who would refuse the tracking by clicking carelessly to the one who might do it voluntarily, in order to protect their privacy, Google, Facebook and Instagram campaigns will lose relevance. You will only have partial conversion rates, less data to optimize and it will be impossible to target anyone who excludes themselves from tracking.

This change jopardize your business by making you lose track of your users and forcing you to reorganize your strategies.

Users don't trust: that's why tracking changes

The Identifier For Advertisers (IDFA) is a unique identifier used to track the user’s behavior across all of a company’s apps. It simply creates the mechanism that alerts you when your users click on your ad, or on the link to visit your site, allowing your app to collect data for them. Technically, the change introduced by Apple should not affect the IDFA, considering that the tracking and use of this data remains permitted upon acceptance by the user.

However, the growing concerns about privacy could lead to a very large number of users that refuse their data treatment, thus affecting the effectiveness of the IDFA. According to an Appflyer test, about 75% of users were inclined to deny their consent to be tracked by the apps when they were subjected to this opt-in mechanism during 2020: in this way 75% of users would voluntarily evade the monitoring of their behavior, disappearing from your range of action. Probably they won’t stop be your customers but they won’t be treated as clients by the system, which will no longer be able to access to a large amount of essential data and will have to carry out analyses on a population extremely different from the reality.

In conclusion, the IDFA has not disappeared, but it is no longer able to provide you with qualitatively effective data, essential to continue to secure your income.

How the big Social Networks take remedial actions?

Aggregated Event Measurement is the protocol provided by Facebook to track events, or conversions configured on your pixels through which optimize and customize your campaigns. However, it is not a 100% effective. 

The selectable event limit extends to a maximum of 8 and can result from one or more pixels, independently. Therefore, supposing you were in possession of 3 different pixels, the event “added to the cart” for the pixel 1, for the pixel 2 and for the pixel 3 would leave you only 5 other events available, while relying on the same type of action. The greater your acquisition funnel are, the greater will be the difficulty in optimizing your communication through this channel.

The solution

Depending too much on third-party systems exposes your brand to risks that you cannot control. That’s why, now more than ever, you should think about investing a part of your budget for a mobile app. In order to do this, you might think that you’ll need a lot of developers and experts to evolve your ecommerce. Fortunately Shoppy allows you to create your own custom-made app in a simple and intuitive way. 

With Shoppy you can communicate in a personalized way without problems given by the last update of IOS. By not using external identifiers, a mobile application allows you to always have under control the behavior of your users, through the data entered by them and the actions they perform in your digital asset. To track your audience, an app uses proprietary methods that use only the data collected in it, in order to offer a better web surfing and a more suitable purchase experience to your users

Therefore by building your app with Shoppy, you can design personalize push notifications based on the actions of your users and in-app messages that propose interesting content for them. All this, without forgetting how important their privacy is and without depending on decisions that are not yours

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