Data privacy is important to everyone. And because of that, Apple released the IOS 14 update which was aimed at appeasing users with enhanced data privacy measures. 

However, marketers are struggling with this update as it makes it hard to advertise on platforms like Facebook.

Advertisers on Facebook have lost access to their most powerful targeting data and are already seeing the effectiveness of their ads dwindle. 

Are you one such marketer who is struggling with running Facebook ads?

The IOS 14 Update

When Apple released the IOS 14 update, it affected how apps process conversion events on certain platforms. Specifically, Facebook. The update made it so users have to opt-in to share data which impacts the Facebook app ability to personalize ads and track the success of paid ads.

The update obviously impacts how Facebook users use the MOBILE application. Unlike a desktop computer that utilizes cookies, apps use something called IFDA to track user behavior within an app. When the IOS 14 update was released, Apple turned off IDFA by default and now prompts users to turn it on manually.

It’s important to note that only 10% of US Facebook users have opted in…

While users may love this feature and extra layer of data privacy, marketers are not so happy.

The Impact On Facebook Ads

Simply put, the IOS update has dramatically changed how brands can view and track user activity.  Facebook said that they don’t agree with Apple’s new updates and that they are going to be implementing features for advertisers.

Taken directly from Facebook, the platform succinctly explained what the IOS update means for Facebook ads. “Apple’s proposed changes will limit your ability to effectively reach, understand and engage people on mobile devices and across the web. They will impact your ability to understand performance, control who sees your ads and make informed decisions about your advertising budgets. As these changes take effect, over time you may see an overall decrease in ad performance and personalization and an increase in cost per action.”

There are 3 areas that were specifically affected by the update and those are targeting, reporting and optimization. Any marketer knows that you can’t run a successful Facebook campaign without those three components.

Is Money Spent On Facebook Ads Fruitless?

The short answer is that money spent on Facebook might be fruitless.

The update impacts ad spend and doesn’t let advertisers see which ads are working. Another impact is seen reaching new consumers. Even more frustrating for marketers, the update makes it extremely hard to retarget Facebook users.

With that said, brands are actively seeking alternatives to Facebook ad campaigns.

What to Do Instead of Facebook Ads

Perhaps the aftermath of the IOS 14 update was a blessing in disguise. Facebook has declined in the ability to influencer purchases even before the update. Especially with younger audiences.

Here at Rossman Media, we’ve been seeing better results by diverting ad spend from Facebook to TikTok.  So, it’s no surprise that in the graphic below, younger audiences clearly have an affinity for purchasing from TikTok as opposed to older platforms like Facebook.

Another set of data shows just how much consumers seem to trust TikTok as a platform over other platforms.

To get started with TikTok ads, this article is a great resource and comes straight from the source.

Have you seen Facebook ads lose their effectiveness? We’d love to read all about your experience in the comments below!