Facebook Users are Saying “NO” to Tracking
Facebook users are saying NO to tracking 75% of the time! 😰
Many users are unaware of the significance of this decision, not only for businesses but also for their own user experience (seeing less relevant sponsored content in their feeds). ‼️
The dreaded iOS 14 update has made it more difficult for businesses to advertise as effectively using sponsored content on Facebook and Instagram when users opt-out of tracking. 👇
So, why is tracking SO significant for businesses?
1️⃣ Audience targeting
Tracking allows advertisers to reach their ideal target audience based on interests or behaviours and also reengage with users after they have shown interest in a brand.
2️⃣ Conversion data.
Through tracking, advertisers have a better understanding of how advertisements are performing and converting users.
With many users opting out of tracking, advertisers are losing the capabilities to reach that ideal audience resulting in ads delivering to individuals who are less likely to engage. Advertisers are also losing insight into if ads are converting users.
This information is particularly troubling for small and local businesses that will face difficulties efficiently and effectively using their limited advertising budgets.
How can businesses manage these new tracking challenges?
✅ Look at implementing conversions API onto your site so you won’t miss out on conversion data.
✅ If you have an app, find creative ways to encourage users to allow tracking (ie. a pop-up that shares the importance of tracking for user experience)
Today, keeping your “Ask to Track” ON is the new way of “supporting small businesses”! 🙌