Understanding the Impact of iOS14 Changes on Paid Media

– The iOS14 changes have impacted paid media and the ability to track user behavior across websites.
– The reporting problem is not the main issue, but rather the inability to serve ads based on user behavior on other websites.
– The solution lies in finding ways to collect zero party data and using it to retarget users with relevant messaging to maximize conversions.Change your approach to focus on getting the most sign-ups with zero party data in order to accurately retarget people with relevant messaging and maximize conversion chances.So, I think people are a bit confused about what happened with iOS 14 changes and how they impact paid media. There’s a lot of talk about magical pixels that give more true ROAs, and as a lot of marketers use that as their gold standard, everyone has been celebrating these pixels as the answer. It’s not that Facebook doesn’t know who’s converting on your website; the only thing that impacts the ROAs score is that their attribution window went from 28 days down to 7 days with a 72-hour delay on events from Apple. But that’s only the reporting problem, which is the red herring in all these changes. It’s not just a reporting issue (this is the easy part); it’s an issue with being able to serve ads to a person based on their behavior across other websites. The real problem with “do not track” is that Facebook can’t view your behaviors across other websites, which tells them when you are in the market to purchase a good. The drop in these intent markers from other websites makes Facebook less accurate when it comes to presenting a relevant ad to you and finding others like you. A pixel on a website masquerading as 1st party data collection will not solve the largest iOS 14 issue. Everyone is dropping a script and doing server-side tracking nowadays and pushing back conversion events. If you’ve read this far, you should start to understand why there’s never going to be a “fix” for iOS 14. I’m not saying that more information isn’t the answer; I’m saying that the approach is flawed because of things no one can control other than Apple and the user who opted out of tracking. So, you need to change your approach in the most frictionless way possible. In an ideal world, everyone would be running their website as an app where you can track all the behaviors and readily collect feedback along the way. This is expensive to do, and most ecommerce companies aren’t big enough to pull this off. Stitch Fix’s stock price is at an all-time low, so there are no guarantees. The answer to solving iOS 14 is actually weighing how you can get the most sign-ups with zero-party data possible, which will allow you to more accurately retarget people with relevant messaging at the right time while leveraging these patterns to influence your media buying. Is it a complete solution? No, there isn’t one. Kind of crazy, multi-step forms with zero-party data are really the really the only solution to presenting the right message to the right person based on the data they provided to maximize their chance of conversion and if leveraged correctly to find other people like them from the sources that provided that data regardless of immediate ROAs. I’m not saying this because it’s what our company does. If we didn’t build it, I’d be using someone else’s system that does that same thing we do. The problem is everyone’s looking for an easy fix. There isn’t one.#ios14 #paidmedia #ecommercehttps://www.linkedin.com/in/jivanco

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