What the New iOS and Facebook Updates Mean for Your Dealership
Platforms such as Facebook have become a vital component of any business marketing strategy, namely within the automotive industry. Apple’s iOS 14 platform has rapidly risen as one of the prominent mobile operating systems in the world; therefore, advertisers nationwide make the most of their digital strategies to plug into the platform. A great number of dealerships may not be aware that major changes are coming to both platforms that will influence the way they advertise and monitor consumers’ activities.
Apple’s iOS Privacy Agreement has been modified. The most recent iOS 14 update is geared towards customer privacy, allowing users to opt-out of ad tracking if desired. Consumers will now decide if they want to share their browsing routines and demographics with third-party advertising partners. This greatly affects advertisers’ capabilities to individualize their marketing campaigns and examine in-depth analytics. Apple’s update also directly influences the way Facebook processes and reports on data. It will be more difficult to track users’ actions and as more users implement this update and choose to opt-out of ad tracking, retargeting audiences will also decrease.
Due to the changes in privacy, Facebook has gone from a pixel-based tracking system to Aggregated Event Measurement in order to assess web activities from iOS 14 users. Notifications and warnings regarding this update have been blatantly displayed on Ads Manager since April 2021. Following the three steps below will allow you to benefit as much as possible from the update.
1. Verify Your Web Domain in Business Manager.
2. Optimization of Web Events
You are permitted to construct up to eight web events. Facebook will use the Aggregated Events Measurement tool to optimize the ad delivery procedure. It is recommended for dealers that the “View Content” event remains a chief priority. The bulk of automotive Facebook calls to action aim to point viewers towards inventory on your website.
3. Broaden Your Ad Targeting Audience
Custom viewer size is bound to decline as a consequence of Apple’s update. Since dealers may now find themselves with a smaller population to extract from based upon their web activities, ponder concentrating on Interest-based Facebook targeting alternatives, a docket of former customers, or service contacts retrieved from your CRM.
The extent of impact that Apple’s AppTracking Transparency will have on automobile marketers is not known at this time. Although these new changes may feel overpowering to you and your dealership, you must remember that the iOS 14 update does not restrict web monitoring capabilities for non-Apple users and consumers shopping on desktop. Regardless of the new iOS update, Facebook will remain an effective marketing platform for dealerships.
DigiSphere Marketing is a top-shelf company located at 7273 Bee Ridge Road in Sarasota. We provide exceptional services to clients as our team is unsurpassable in terms of knowledge in the field. Please give us a call today at at 800-807-4079!