Ep 34: Fallout from iOS 14 and Facebook Ads

Aug 04, 2021

Today on Marketing in 10, I’m talking about the fallout from the Facebook ads and iOS 14 privacy changes. I’ll go through what I’ve seen in my accounts.

Hey everybody, Jim Lastinger here. Welcome to Marketing in 10. Today, we’re going to talk a little bit about Facebook ads. So Apple kind of made huge waves in the ad industry when they announced iOS 14, about a year ago. And iOS 14 required more transparency around apps that track user activity. And I believe this actually kind of took place with iOS 14.5. So not the original iOS 14 update, but this kind of recently took effect back around January, February I believe. So due to this update Facebook, for example, would have to get explicit permission from users to track their activity. And naturally, most iOS users are going to opt out of that tracking. So that’s going to cause a big problem for Facebook ads, but how has this worked out in reality? What is the real world data show? In reality, the change hasn’t been nearly as monumental as Facebook was warning.

Whenever you would log into the Facebook ads manager, you would just be bombarded with warnings, and alerts, and tasks that you would need to complete related to the iOS changes. So from what I’ve seen, the changes haven’t been that drastic. There have definitely been some changes in cost and return on ad spend, but so far, nothing that even something like seasonality couldn’t explain. So in larger accounts I’ve seen return on ad spend dropped slightly like maybe 10% or something like that, but that’s a small enough number that other factors like COVID, traditional summer e-com slowdowns that we see in some industries, those types of things could easily just as much have that effect. So, so far what I’ve seen is accounts that have a good amount of historical data, accounts that have strong audiences that are defined, a good number of quality lookalike audiences that have been in place for awhile.

You really shouldn’t notice any downturns from these changes because they’re not as dependent on brand new users coming into the funnel. On the other hand, the accounts that might be struggling a little bit more are the newer accounts that don’t have as much data, they don’t have the large number of audiences and the audiences don’t have as many members. Those accounts are going to be the ones that are probably the most effected here. Overall, this definitely hasn’t been a killer for Facebook ads, but it may differ on a case by case basis. I can see that for sure.

If you have any questions about your Facebook ads strategy, then feel free to reach out to me and we’ll talk through it. You can reach me at [email protected] And as always, I’ll have a transcript for this episode up at jimlastinger.com/34.

That’s it for this episode. I’ll be back next week with another episode of Marketing in 10. Until then, take care guys. Have a great day.

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