广告商如何导航iOS 14的移动跟踪更改

It's been several months since Apple's iOS 14 update went into effect and the dust has begun to settle. One of the main questions has been,"How are advertisers handling the mobile tracking changes?"

Earlier this year, we talked about how this change可以影响广告商，但是现在，我们想跟进。有任何新策略进化了吗？广告商正在做什么以吸引目标受众？

在这篇文章中，我们将讨论广告商如何导航iOS 14移动跟踪更改，并为您提供一些有关如何在社交媒体和在线广告中取得成功的提示。

Wait, what happened with the iOS 14 update?

To summarize, at the beginning of 2021 Apple released a new update that would impact the way that advertisers reach their audience. With the iOS 14 update users needed to opt-in, or give permission, to an app to track their activity outside of the platform.

So, why were advertisers and marketers concerned? Well, a lot of ad campaigns target audiences based on their behavior online. If an app can't track that information, ads will become less personalized, and in turn, could be less effective.

营销人员的关注点是，他们将无法根据某些活动将广告传递给人们，例如他们访问了他们的网站。这意味着广告可能具有较小的受众范围和较少准确的报告。

此外，使用此更新，广告客户只能从一个网站域中使用多达八个转换事件。这意味着，如果您运行广告系列并跟踪几种不同的转换类型（例如Lead，Landing Page View，购买），您现在将在任何给定时间限制。

At HubSpot, Rex Gelb, the director of paid acquisition, says, "It's hard to quantify, but from a search perspective, we haven't seen any major impact at HubSpot. With platforms like Google and Bing we are less reliant on cookies and more reliant on people searching for our target keywords."

Now, you might be wondering,"What have advertisers been doing?"Let's discuss it below.

广告客户如何导航iOS 14移动跟踪更改

While the iOS 14 update has made advertisers jump through some more hoops in setting up their ad campaigns (getting domain verification and aggregated event management), the update ultimately hasn't been the death of retargeting or Facebook ads.

当然，发生了变化。到目前为止，看起来像超过90％用户正在选择数据跟踪。这不仅仅是行业专家所预测的。

那么，广告商在做什么？

1. Diversifying ad spend.

广告商如何导航最新的iOS跟踪更新的主要故事是多元化的广告支出。

This means companies have shifted some ad spend that was previously allocated to Facebook to other platforms like Google because of the remarketing features and the ability to target users based on search intent.

2. Reporting Facebook success with Google Analytics.

While some money is still being used to advertise on Facebook, there are different ways of reporting.

Companies have begun using UTM parameters on their site's URLs to generate data tracked by Facebook to Google Analytics. This means you can use Google Analytics to track some of the activity on your Facebook ad campaigns.

3. Using owned data for lookalike audiences and retargeting.

诸如使用外观观众或重新定位电子邮件列表之类的策略继续推动结果。随着隐私更新已成为大型科技公司的规范，营销人员将需要开始专注于拥有的数据以告知其广告系列。

借助您拥有的数据（例如电子邮件列表），您可以针对观众的目标或者重新定位那些人。

请记住，您仍然可以使用重新定位广告系列的旧方法，因为并非所有的受众都在iOS设备上。您仍然可以将频道用作一种经济有效的方式来查看一些返回广告支出（ROAS）.

4.使用其他Facebook广告选项。

Besides these new ways of approaching ad campaigns, some advertisers are investing in other ways to reach audiences on Facebook.

例如，您可以使用消息传递目标在Facebook Messenger上创建铅生成聊天机器人。有一些选择可以重新定位用户在Messenger上与您联系，并与单击您的广告的新潜在客户开始对话。

Additionally, Facebook has another strategy that advertisers have explored: the Facebook lead ads (in-app lead form).

虽然使用自己的登录页面绝对是首选方法，但在无用的世界中，使用facebook上的潜在客户表格可以帮助您生成潜在客户并捕获第一方数据。

The iOS 14 mobile tracking changes have made Facebook ads less effective, but there are still ways for advertisers to target their audience and generate leads on the platform.

Editor's note: This post was originally published in September 2021 and has been updated for comprehensiveness.