Apple’s iOS 14.4 update is creating a lot of discussion in the digital advertising community, especially in regards to platforms like Facebook and Instagram.
For agencies, it’s important to understand how the update may affect your client accounts.
Here are the key things to know:
What Is The Apple iOS 14 Update?
iOS 14.4 is Apple’s newest software update that will impact all Apple devices. The update will allow users to turn the ability to track movement between apps either On or Off, and it’s assumed that some people will opt out of tracking.
Apple’s iOS 14.4 is slowly being released throughout February 2021 and is only one of their many recent changes to the digital marketing environment with regards to protecting users’ data.
How Could iOS 14 Impact Facebook Ads for Dealerships?
If someone opts out of tracking from Facebook, your dealership clients could:
- Begin to see limited attribution in Facebook metrics Off-Facebook, such as Landing Page Views and Leads
- See a change in audience sizes
4 Steps To Ensure Your Dealership Clients Are Set Up For Success, Despite iOS 14
There are 4 steps for your agency to take to ensure your clients are positioned for conquering iOS 14:
1. Help clients verify their domain
Facebook is encouraging all businesses to verify their domain in compliance with the new “8 events per domain” policy. We will continue updating our documentation and guides to help you through this process, but for now, you can follow our most recent support article "How to Help Clients Verify Their Website Domain in Facebook Business Manager."
TIP: The Business Manager needs to be owned and verified by the dealer, not the agency!
2. Take advantage of On-Facebook strategies
On-Facebook strategies, like On-Facebook AIAs, are going to become crucial to your clients’ Facebook Ad strategy. Since these Automotive Inventory Ads drive traffic to VDPs on Facebook’s platform instead of a dealer’s website, there will be NO loss of signal loss or attribution (since everything is staying right on Facebook!) Similarly, by emphasizing more on an On-Facebook strategy, your On-Facebook audiences will begin to grow based on their activity, helping you be less reliant on 3rd party pixel data.
Click here to learn about BuyerBridge’s On-Facebook AIA Playbooks! Use the quick link guide to “Jump to ‘Overview: AIA - On-Facebook’.”
3. Upload & utilize Offline Data
Offline data is something that your agency needs to take advantage of now more than ever. Boost your dealerships’ accounts with offline data so you aren’t solely dependent on 3rd party pixel data to prove attribution. By using 1st party data strategies, like uploading Offline Data such as Sales and Leads reports, your agency will be able to establish Facebook attribution AND be able to create additional Lookalike Audiences!
4. Implement Oracle Data
Advance your dealer clients’ Facebook advertisements by implementing Oracle Data (POLK/IHS M arkit, Visa/Mastercard, comScore, and TransUnion). Through Oracle Data, your agency will gain access to powerful data insights that other advertisers don’t have; like credit score, transactions, and more that will help you better target in-market shoppers for your dealers.
More About Attribution Changes
Facebook will no longer support the following website event windows:
- 28-day click-through
- 28-day view-through
- 7-day view through
To continue helping you paint the full picture of attribution, it will become increasingly more important to utilize Offline events, like sales and lead data from your DMS and CRM.
The BuyerBridge Dashboard (built alongside Facebook’s API) will continue to have the ability to report up to 28 days on views and clicks for offline conversions, but this will no longer be the default window. We are modifying the Dashboard to give you visibility into and control over your Conversion Windows.
Although the impact of Apple’s new iOS changes remains unknown, BuyerBridge is dedicated to helping automotive agencies maximize their clients’ digital marketing efforts. We continue to see over 86% of dealership customers match back to a profile on Facebook, making Facebook still one of the most powerful mediums to reach a dealer’s local market.
Keep your eyes open for invites to webinars and other guidance from us on further education, best practices, and any immediate actions that your agency needs to take as we all continue learning more about this update.
Let’s stay prepared and proactive together!