Social Media

The war on privacy: Apple vs. Facebook

Apple’s privacy updates do have major implications for Facebook advertisers, but Swello is ready to provide your business with the solutions it needs to avoid being caught in the crossfire. With more users across Facebook’s platforms (4 billion+, including Facebook, Instagram, and WhatsApp) than there are Apple users, there is still plenty of prospecting and remarketing to be done for your business.

2020 was a crazy year for everyone — but the craziness has just begun for Facebook advertisers. As we continue to live through history, the “war on privacy” rages on across the globe, with new governmental and private tech company rules transforming the way personal data is collected, stored, and utilized.

In June of last year, Apple announced new privacy policies and features for its more than one billion worldwide users. Since then, Facebook has essentially declared this as a unilateral and detrimental attack on small businesses, even printing full-page ads in major newspapers across the nation. Apple CEO Tim Cook clapped back in a Tweet, telling Facebook that “users should have the choice over the data that is being collected about them and how it’s used” — and the back and forth didn’t stop there.

In the world of digital marketing, all of this drama really boils down to four major changes to the ways businesses, large and small, advertise on Facebook and Instagram:

  1. Apple will require that Facebook (and all other apps) present a prompt, like the one shown in Tim Cook’s Tweet (above), asking users for permission to track your data across websites and apps not owned by Facebook. This means that the Facebook Pixel will not track data on those who tap the “Ask App not to Track” option. This will also affect personalized and retargeting ad efforts. Read more about this change and what it means here.
  2. For users who do opt in (or who aren’t using an Apple device), Facebook can only track one event per interaction with your ads — and advertisers can only track up to eight conversion events across all ad campaigns per domain. Read more about these eight events and what they mean here.
  3. Attribution windows on ads are shrinking four times, from 28 days to just seven. This means that after a user clicks on your ad, they have just seven days to convert or it won’t be counted by your Facebook Ads Manager. Read more about attribution window changes here.
  4. There could be potential data tracking disruptions for domains that are not verified by Facebook (and definitely if you are using a third party landing page that isn’t connected to your domain). Watch a video on how to verify your domain on Facebook and read more about this issue here.

Apple’s privacy updates do have major implications for Facebook advertisers, but Swello is ready to provide your business with the solutions it needs to avoid being caught in the crossfire. With more users across Facebook’s platforms (4 billion+, including Facebook, Instagram, and WhatsApp) than there are Apple users, there is still plenty of prospecting and remarketing to be done for your business.

Facebook remains a powerful tool for advertisers everywhere, and will still play a key role in filling your marketing funnel. As the war on privacy continues to be fought, it is essential for digital advertisers and businesses alike to ride the wave and not jump ship. Now is the time to partner with digital marketing experts who can take the helm and steer your ship in the right direction. Click here to speak with a Swello digital marketing expert about your marketing plan.

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