How iOS 14 Changed Data Tracking in 2021 (and What Advertisers are Doing About it)

Advertisers experienced a major upheaval in their existing digital campaign structures thanks to a now-infamous iOS 14 tracking update that hit mobile devices in April 2021. The update introduced a pop-up requiring all users to select whether or not they’d allow apps like Facebook or Instagram to track their online activity — a crucial element to the majority of active campaigns.

Since the update, marketers have been forced to adopt new ways of executing efficient campaigns across social channels. In light of declining opt-in rates and the ongoing competition to recapture key audiences, it pays to know what’s working now even as the marketing environment continues to evolve. Here’s what we know so far about successfully navigating iOS 14’s tracking changes.

Users Opting Into Data Tracking at Lower Rates Than Anticipated

While exact opt-in data varies depending on the source, the consensus is that the data is initially concerning — users are allowing data tracking at lower rates than anticipated, particularly within the US. Within the first six weeks of the update’s official roll-out, the ATT opt-in rate was reportedly less than 24%. One analytics group found that number to be as small as 4% back in May 2021 when the update first hit most devices.

However, even as opt-ins for data tracking fall there is significant data supporting consumers’ desire for personalized experiences. One report found that 81% of users are willing to provide basic personal data for a better brand experience, and 83% are willing if a business is transparent about how that data will be used. Nobody likes to be bombarded with spam ads, which is why most shoppers respond more positively to ads adapted to their personal preferences.

Where Advertisers Go From Here

These changes have introduced an opportunity to fine-tune existing marketing strategies using more engaging targeted content and first party data. While initially a shock to the digital marketing landscape, iOS 14’s defense against overly-intrusive marketing techniques has forced the industry to re-think its targeting and personalization practices.

Smarter methods of garnering online attention have already begun to emerge — issues of privacy and data transparency aren’t going anywhere, but audiences are still interested in discovering products relevant to their lifestyles. Here are three key ways brands are proactively delivering content and optimizing campaigns post-iOS 14:

1. Take a closer look at your brand’s owned data. Third-party data’s usefulness might be fading into the digital sunset, but you still own plenty of data on your current audience. All the previously-available targeting capabilities and platform-specific campaign tools are still at your fingertips, including the ability to compile lookalike audiences, communicate with email lists, abd target cart-abandoners and other extremely qualified leads.

2. Identify additional platforms that can aid campaign performance. Ask any professional marketer what they’ve done in the past year to account for new privacy updates limiting their active Facebook campaigns, and you’ll likely get the same answer — diversify! There are other platforms outside of Facebook worthy of your attention. Placing a greater focus on Google search or even newer kids on the block like TikTok for sponsored video content can expose your business to new audiences and take advantage of these platforms’ own targeting algorithms.

3. Maximize Google Analytics’ ability to track conversions. Part of the trouble with limited data transparency is the inability to accurately measure performance. It can be a challenge to optimize campaigns for efficiency when there’s little insight into how a campaign is running, which ads are most effective, and where in the funnel customers tend to get hung up. By using UTM parameters (small text codes within URLs, unaffected by changes to third-party cookies or pixels), marketers can track Facebook ad campaigns through the Google Analytics dashboard.