As Facebook starts to test its ATT prompt what does this mean for both Facebook users and advertisers.
Facebook Pre-opt in
As informed by Facebook over the last few months as part of the strategy moving forward on data tracking. Facebook is now running a pre-opt in a trial. Please see here for a previous blog on this topic. How will Facebook starts to test its ATT prompt and will consumers opt in?
The basics of this are that all IOS / Apple device users will be issued a prompt. This will be to approve or disapprove of Facebook using your data to serve you personalised ads. Those who opt-in will remain to see more personalised ads. Those who opt out prevent Facebook from understanding their personal preferences therefore unable to deliver ads based on activity.
Facebook as a way to inform its users of this is proposing and testing a pre-opt in option. Whereby informing its users why and how it uses its data.
From the early indicators, this is what it will look like.
Why Facebook are using a pre-prompt? Facebook starts to test its ATT prompt
Facebook is taking the viewpoint that consumers fear their data being used therefore by issuing a pre-prompt opt-in or out allows Facebook the opportunity to advise its users of their personal choices in advance.
The pre prompt by Facebook will eventually be followed by an Apple user prompt asking its IOS user to grant permission to Facebook to track their data.
To continue to see personalised ads via the Facebook platform a user will need to opt in to both Facebook’s own prompt and the IOS allow tracking prompt.
Considering the viewpoint of a Facebook representative we can understand the following.
“Apple’s new prompt is designed to present a false tradeoff between personalised ads and privacy; when in fact, we can provide both. Apple is doing this to self-preference their own services and targeted advertising products,”
“To help people make a real choice, we’re also showing a screen of our own to provide more information about how we use personalised ads, which support small businesses and keep apps free. Agreeing to our screen doesn’t result in Facebook collecting new types of data; it just means that Facebook can continue to give people better experiences.”
Opting out of data tracking – Facebook starts to test its ATT prompt
Should a Facebook user opt-out of tracking, this leads to any of the Facebook pixels used by businesses redundant for that user. If all users who are on Facebook’s properties on an iPhone opt-out of Facebook’s tracking, advertisers will no longer be able to determine personal preferences when it comes to remarketing campaigns. This is a basic form means the advertisements you see will not be based on your interests or behaviours.
This prohibits marketers and businesses from building targeted audiences on the Facebook platform based on pixel tracking data.
This inevitably will lead to a less personalised Facebook experience.
There are many arguments for and against this privacy battle between two of the worlds largest organisations however the overall winner here is the user. Now with more control over what they see and share on social media platforms.
What the plan for Facebook advertising? Facebook starts to test its ATT prompt.
Facebook is adopting a new way of measuring that aids to bridge the gap in data, however this can take up to three days to report and is not going to help in real time.
Pixels used by Facebook marketers are now limited to 8 events. This is due to aggregated event measurement. As a marketer looking to set these parameters you can prioritise the to events that you wish to track. for example
- Purchasing a product from your website (Purchase event on Facebook Pixel)
- Added a product to cart (Add to cart Facebook pixel tracking event)
- Initiate checkout (Initiate checkout Facebook pixel event)
- Visited a particular product page (Content view Facebook pixel event).
The unknown elements
As this update has not been fully rolled out across the world of IOS as of yet there are many unknown factors. Lets look at a few.
- Just how many people will opt-out of data tracking? This element is unknown. It’s clear from the steps Facebook are taking with a pre-prompt that the attempt here is to limit the impact.
- A decrease in custom audience size will be reflected in the number of consumers within your target market who opt-out.
- Less reported conversions or a delay in aggregate data.
How to prepare
Facebook has issued steps to take to best prepare for the upcoming privacy changes. Should you already be running Facebook ads via the ads manager platform you may have already discovered a new resource centre tab next to your campaigns and ad sets.
Ensure you verify of your website domain
A domain will need to be selected for each ad to measure conversions.
Due to Apple’s iOS 14 changes, Facebook will be using Aggregated Event Measurement. With Aggregated Event Measurement, each ad must include the domain where you intend conversions to happen. To ensure that we can continue measuring conversions on your website once Apple has released iOS 14, you’ll need to select a domain in each ad’s Tracking section.
Understanding the new measurements
As more people opt-out of tracking on iOS 14 devices, statistical modelling may be used to account for some conversions that are completed on iOS 14 devices. Recent changes to attribution settings may result in a decrease in the number of reported conversions, and some attribution windows will be unavailable. You may also find that there are delays in reporting certain results.
Prepare for a limit on web events
Due to Apple’s changes with iOS 14, Facebook will implement its new aggregated event measurement feature, which in other words supports advertisers’ efforts to preserve user privacy while running effective campaigns. Aggregated event measurement will limit the amount and type of data that advertisers can send to Facebook through tools such as the Facebook pixel. Advertisers will be able to use up to eight conversion events from a single website domain. Facebook has selected default events that will be available for each of your domains, based on your ad activity.
Discuss the changes with your business or clients
Preparing all stakeholders for the upcoming changes is a must. With a dip in reporting stats will inevitably look lower. Being clear and setting out the expectations over the coming months will prepare all for all possible changes. Depending on your business type targeting broader audiences and testing new types of ad copy could help.
Preparing businesses for a period of readjustment may result initially in higher advertising costs. Creating a marketing plan and the building of client personas could be a good way to understand. There is a great free tool provided by HubSpot for those who may be new to persona building. Check it out here.
We are moving with the update
There is little we can do overall to influence the future update. We can however work hard with our clients to find solutions that lead to success.
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