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iOS 14 will things just ‘work themselves out’?
Posted by on January 14, 2021 at 1:43 pmHello!
So as with most of you, I advertise across IG/FB and on Google for the majority of my e-commerce store revenue. Email lists and returning customers accounted for about 2.5% of my sales in December, so dramatic changes to social media ads will hugely impact my store.
Obviously I’ve read many threads, articles and opinions on the new iOS14 update, and the effect it will have on the e-commerce space.
***NOT TO HUGELY OVERSIMPLIFY THINGS* but do people not think the ads market will work itself out on this one?**
Facebook must have huge amounts of customer data stored already, why it may not be fresh and as detailed in the coming months – surely you will still see returns on your ads? I can’t see them just rolling over and losing one of their main streams on income across their platforms, in the space of a few weeks – and at the actions of a competitor.
I do think we’ve seen similar ‘groundbreaking’ stories over the last few years in e-commerce, and they usually roll by with *some* impact, but not destroying a whole market.
Not looking to be combative or start fights on this, just wondering if I’m being incredibly naive?
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3 Replies
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This is the first of many fundamental changes in how you plan, buy & measure ads. Forget ads for a minute, brands will still get their intended goals. But being able to tie it back to an ad in the different platforms in a privacy friendly / compliant way is the big change.
It will encourage a new way of thinking around measuring the success of digital advertising, but some techniques like geo / channel holdouts which are fairly popular will become more a standard. User level / multi touch attribution loses out here.
For a simple marketer using FB Ads to try drive results purely believing what they see on Ads Manager, this is where the knowledge gap is going to catch them out the most and no amount of modelling / alternative solution is going to give the same results that you may have seen previously.
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I can see a path forward for them, bc you are right… they have a lot of data that’s not going anywhere, but their leadership has been terrible and it’s going to affect how well they respond to ios14. They need to stabilize their strategy and coding. The constant glitching is hurting them more than anything else rn imo.
If they can get their shit together, it’ll be different but functional.
However, if I were you, I’d figure out how to make more repeat customers asap. That’s your best sure bet rn imo.
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There is going to be a decline in ad performance. How much and when that happens is impossible to say. This will likely lead to fewer competitors on FB and less ad spend from existing advertisers.
This will reduce competition which should lower the cost to advertise.
My sense is, then, there will be a period of time when performance drops significantly, and then eventually it’ll come back some… but likely not to where it is right now.
Whether FB comes up with a complete workaround is hard to say.
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