If you haven't heard, iOS 14.5 is right around the corner. On April 20th, Apple held it's "Spring Loaded" event which outlined some new products including an M1 iPad, new AirTags, and more. Underneath all the fancy new hardware was a note that the products releasing at the end of the month require iOS 14.5, hinting that the official release is imminent.
Great question. As a marketer, there's some massive changes coming to the way you're able to track specific events related to advertising. iOS 14.5 is one of the first steps Apple is tacking in an initiative they call App Tracking Transparency — a requirement for all apps on the App Store by April 26th.
In a nutshell, this feature that automatically opts out all users from ad tracking. Meaning your Facebook Pixel or Google Ads tracking may not work as expected (unless you make changes in-line with these updates). Users will now have to opt-in for tracking — and chances are, most users are going to say no. Because who loves some good ole' app tracking? If you run ad campaigns that optimize for conversion events, you'll want to prepare!
Facebook has offered tons of resources to ensure that this transition is seamless, so we'll start there. Here is what Facebook has offered up if you plan to run ads that optimize for conversion events on a mobile app.
Now if you're running ad campaigns that optimize for conversion events on a website, which most folks are, you'll want to follow their instructions below.
If you plan to optimize for conversion events on both, you'll want to complete all of the above steps (both for web and mobile). For those that may be confused about all of the above, let's break it down into a TLDR.
There's less you need to actually do with Google Ads.
If you're a byDesign subscriber, feel free to reach out to Success Manager to have one of our digital marketing Specialists ensure that your ad campaigns are ready for iOS 14.5! We have documentation in place to help with this transition!