Uh oh…Tracking restrictions???
The new Apple update (iOS 14.5) has introduced a new App Tracking Transparency Policy. This essentially means that apps now must ask for permission to record and report certain information about the user. This is a much stricter crackdown on data security than Google Chrome’s ‘Do Not Track Request’ that may or may not be respected by the website being visited. As you can imagine, many users are opting not to be tracked as more of our lives are being moved online (thanks Covid-19).
What does this mean for Digital and Social Media Marketing?
At first glance this seems like a major problem. The new policy can impact your campaign’s data collection, targeting, personalisation and reporting. Users turning off tracking will disable IDFA (Identifier for Advertisers) making it hard for businesses to understand the behaviours of their customers and measure the success of campaigns.
But don’t worry! Data collection methods are evolving too.
- Meta is implementing Aggregated Event Measurement which allows for measurement of the web events of iOS 14.5 users.
- Apple has introduced a SKAdNetwork app that helps advertisers to measure the success of their Ad campaign while maintaining user privacy.
Nonetheless, these changes reinforce the importance of understanding your target consumers and keeping their best interest at heart.
Clique Social has been putting the interest of our clients’ audiences first for nearly a decade and we want to make sure that you’re not working for your social media, but that it works for your business. If you are looking to take your digital marketing up to the next level, have a no obligation chat with us about how Clique Social can not only help with situations like Tracking restrictions but with every aspect of your digital presence.