[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fhow-ios14-affects-marketers":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":13,"coauthors":14,"class_list":16,"acf":27,"head_links":536,"breadcrumbs":537,"reading_minutes":151,"category":545,"head":549},"2021-03-29T15:00:19",{"rendered":6},"\n\u003Ch2 class=\"wp-block-heading\" id=\"has-the-much-predicted-doom-of-cookies-arrived\">Has the much-predicted doom of cookies arrived? \u003C\u002Fh2>\n\n\n\n\u003Cp>Browsers like Safari and Firefox already block third-party tracking cookies, and Google plans to phase out cookies by 2022. \u003C\u002Fp>\n\n\n\n\u003Cp>Apple have been a key voice in the conversation around user privacy – and have announced changes coming into place in early 2021. Apple says this will give consumers more control of who gets to use their data and what’s done with it.\u003C\u002Fp>\n\n\n\n\u003Cp>This new policy – known as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdeveloper.apple.com\u002Fdocumentation\u002Fapptrackingtransparency\">App Tracking Transparency\u003C\u002Fa> (ATT) and the accompanying update iOS14 – is causing a lot of speculation (and even panic) in Paid Media circles. But should it? \u003C\u002Fp>\n\n\n\n\u003Cp>Ahead of our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fthe-future-of-digital-marketing-measurement-webinar\u002F\">Future of Tracking and Attribution webinar in April\u003C\u002Fa>, read this blog to find out how iOS14 will affect marketers, and what you can do to prepare your strategies for the changing data landscape.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#has-the-much-predicted-doom-of-cookies-arrived\">Has the much-predicted doom of cookies arrived? \u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-is-ios14\">What is iOS14?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#responses-from-ads-platforms\">Responses from Ads platforms\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#facebook\">Facebook\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#google\">Google\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#twitter\">Twitter\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#snapchat\">Snapchat\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#microsoft-pinterest-linkedin\">Microsoft, Pinterest, LinkedIn \u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#actions-you-can-take-to-prepare-your-facebook-account\">Actions you can take to prepare your Facebook account\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h5\">\u003Ca href=\"#ads-manager-settings-top-tip\">Ads Manager Settings Top Tip\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#whats-next\">What's next?\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-is-ios14\">What is iOS14?\u003C\u002Fh3>\n\n\n\n\u003Cp>This new iOS 14 policy will prohibit certain data collection and sharing unless people specifically opt into tracking. \u003C\u002Fp>\n\n\n\n\u003Cp>This “opt-out” will be the most significant change ever made to an operating system as it pertains to data privacy – and may have a significant impact on advertising as many people, particularly in the US and UK, access the internet via Apple devices.\u003C\u002Fp>\n\n\n\n\u003Cp>While many people, from governments to consumers and tech giants alike, agree that increased control and awareness on personal data security is needed – this change could revolutionise \u003Cstrong>ad personalisation.\u003C\u002Fstrong> \u003C\u002Fp>\n\n\n\n\u003Cp>Since the introduction of tracking Pixels, marketers have been getting ever-richer data to power individual ad personalisation. Apple’s imminent iOS update seems to be a major setback in how we can target consumers.\u003C\u002Fp>\n\n\n\n\u003Cp>From what we know so far, if iOS users elect to opt out of tracking, the domino effect may be as follows:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>If Ads platforms are not able to track user behavior, the effectiveness of tracking pixels and all of its implications is severely diminished. This may result in inaccurate reporting for conversions all the way down to ineffective remarketing efforts.\u003C\u002Fli>\u003Cli>Targeting options will be weakened. That means the ability to create hyper-personalized ads to audiences may be hindered.\u003C\u002Fli>\u003Cli>Less targeting options might mean more wasted spend and less personalization of ad copy, products or imagery.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"responses-from-ads-platforms\">Responses from Ads platforms\u003C\u002Fh3>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"facebook\">Facebook\u003C\u002Fh4>\n\n\n\n\u003Cp>Facebook has been a vocal opponent of the changes – as increased user privacy may have a negative impact on Facebook’s powerful advertising system and therefore ad revenue – or in FB’s words ‘\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fnews\u002Fios-14-apple-privacy-update-impacts-small-business-ads\">iOS14 will hurt small businesses\u003C\u002Fa>’ who rely on ads.\u003C\u002Fp>\n\n\n\n\u003Cp>There are significant changes to the Facebook Ads platform ahead. Disruption will vary depending on what kind of advertiser you are – and will affect App and Conversion campaigns the most. \u003Cstrong>Please read the full details \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F331612538028890?id=428636648170202\">here\u003C\u002Fa>\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>In summary, platform-wide changes include:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Reporting limitations\u003Cul>\u003Cli>No breakdowns of demographics or device for conversion data\u003C\u002Fli>\u003Cli>Delayed reporting – real-time reporting will not be supported and data may be delayed up to three days\u003C\u002Fli>\u003Cli>Changes to attribution window settings – longer windows removed, new default is max. 7 day click, 1 day view\u003Cul>\u003Cli>This may result in a decrease in the number of reported conversions if previous windows were the default 28 day click, 1 day view\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003Cli>Aggregated Events management – statistical modelling will account for estimated results from iOS14 users\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003Cli>Event limitations – your pixel may only optimise for a maximum of \u003Cstrong>eight\u003C\u002Fstrong> conversion events for each domain. Ad sets that were optimising for a pixel conversion event that is no longer available will be turned off. \u003C\u002Fli>\u003Cli>Targeting limitations – custom audiences based on website likely to reduce in size\u003C\u002Fli>\u003Cli>Bidding strategies – if you choose the cost cap or minimum ROAS bid strategy in an app\u002Fconversion campaign, your ad set should be scheduled to run at least three full days.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"google\">Google\u003C\u002Fh4>\n\n\n\n\u003Cp>Google has been relatively quiet, so far. The majority of information released so far is around app advertising. \u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\u003Cp>“Apple’s ATT changes will reduce visibility into key metrics that show how ads drive conversions (like app installs and sales) and will affect how advertisers value and bid on ad impressions. As such, app publishers may see a significant impact to their Google ad revenue on iOS after Apple’s ATT policies take effect. To help improve iOS monetization rates, we encourage developers to upgrade to version 7.64 of the Google Mobile Ads SDK for new features like SKAdNetwork support.”\u003C\u002Fp>\u003Ccite>Google, March 2021\u003C\u002Fcite>\u003C\u002Fblockquote>\n\n\n\n\u003Cp>Read Google’s statement full statement \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts\u002Fads-commerce\u002Fpreparing-developers-and-advertisers-for-policy-updates\u002F\">here\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"twitter\">Twitter\u003C\u002Fh4>\n\n\n\n\u003Cp>Twitter hasn’t released much information, other than that they expect ATT will largely impact App Install and App Re-engagement products.\u003C\u002Fp>\n\n\n\n\u003Cp>There has been a limited acknowledgement that iOS14 may impact on other types of campaigns, and audience targeting.\u003C\u002Fp>\n\n\n\n\u003Cp>A lot is still unknown – however Twitter have said to keep an eye out for further updates:\u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\u003Cp>“No immediate action is needed at this time for advertisers who leverage products other than our App Installs products. We’d expect this to change as we move into Q2\u002FQ3.”\u003C\u002Fp>\u003Ccite>Twitter, March 2021\u003C\u002Fcite>\u003C\u002Fblockquote>\n\n\n\n\u003Cp>Read Twitter’s full statement \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbusiness.twitter.com\u002Fen\u002Fblog\u002Ftwitter-ios14-updates.html\">here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"snapchat\">Snapchat\u003C\u002Fh4>\n\n\n\n\u003Cp>Similar response to Facebook. The largest impact is likely to be Custom Audiences – with Pixel, and Snap Audience Match (SAM) and Dynamic Retargeting Audiences reduced. \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>There has been some clarity on impact for Mobile Web advertisers vs. Mobile App advertisers\u003C\u002Fli>\u003Cli>Snapchat have created checklists for ensuring you are ready for the change – with more preparation required for the App advertisers\u003C\u002Fli>\u003Cli>There are a number of confirmed changes to the actual ads platform, however they look minor so far\u003Cul>\u003Cli>Longer attribution windows deprecated. \u003C\u002Fli>\u003Cli>Certain reporting Dimensions and Timeframes will be impacted for iOS Opt-outs only. \u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbusinesshelp.snapchat.com\u002Fs\u002Farticle\u002Fsnap-ios14?language=en_US\">Learn more\u003C\u002Fa> on Snapchat’s website.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"microsoft-pinterest-linkedin\">Microsoft, Pinterest, LinkedIn \u003C\u002Fh4>\n\n\n\n\u003Cp>No statements released so far.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\u003Cdiv class=\"wp-block-group__inner-container\">\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-group\">\u003Cdiv class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n\u003Ch2 class=\"wp-block-heading\" id=\"actions-you-can-take-to-prepare-your-facebook-account\">\u003Cstrong>Actions you can take to prepare\u003C\u002Fstrong> your Facebook account\u003C\u002Fh2>\n\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cp>There are three general recommended changes for all Facebook advertisers. If relevant, there may be more changes prompted within your Ads Manager account, under the new Resource Centre tab.\u003C\u002Fp>\n\n\n\n\u003Cp>In most cases, the changes will need to be executed by the ad account\u002Fdomain owner, rather than a partner or agency.\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>Follow process for \u003Ca aria-label=\"undefined (opens in a new tab)\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F286768115176155?id=199156230960298\" target=\"_blank\" rel=\"noreferrer noopener\">Facebook Domain Verification\u003C\u002Fa>\u003C\u002Fli>\u003Cli>Set up \u003Ca aria-label=\"undefined (opens in a new tab)\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F721422165168355\" target=\"_blank\" rel=\"noreferrer noopener\">Aggregated Event Measurement\u003C\u002Fa>. If you have more than 8 website events, here’s where you can restructure for fewer events.\u003C\u002Fli>\u003Cli>Implement \u003Ca aria-label=\"undefined (opens in a new tab)\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F2041148702652965\" target=\"_blank\" rel=\"noreferrer noopener\">Conversions API\u003C\u002Fa>\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F2750680505215705?id=428636648170202\">Update to latest SDK\u003C\u002Fa> (app advertisers only)\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>The last stage is to brief other stakeholders or clients about the changes.\u003C\u002Fp>\n\n\n\n\u003Cp>One tactic commonly used has been to adopt the Comparing Windows feature to see how conversions attributed to ads compare across different attribution windows. This allows you to better anticipate the impact to reported conversions as a result of upcoming attribution window changes.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-group has-pale-cyan-blue-background-color has-background\">\u003Cdiv class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n\u003Ch5 class=\"wp-block-heading\" id=\"ads-manager-settings-top-tip\">Ads Manager Settings Top Tip\u003C\u002Fh5>\n\n\n\n\u003Cp>Has conversions and revenue data started to disappear from some campaigns in Ads Manager? \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FScreen-Shot-2021-03-04-at-11.44.30.png\" alt=\"\" class=\"wp-image-49111\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>This is due to attribution windows – old ad sets with longer attribution windows will not be updated, and if attribution windows are ‘Multiple’ you won’t see total results.\u003C\u002Fp>\n\n\n\n\u003Cp>Solution: Update all active & inactive ad sets to the same attribution window. A quick way to do this is to turn old ads off and on. The new default attribution window should be applied – and you’ll get your total results by campaign back.\u003C\u002Fp>\n\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"whats-next\">\u003Cstrong>What’s next?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Get prepared to change your approach to advertising with less granular 3rd party data – the industry’s focus on regulating data sharing and privacy is only going to increase in 2021 and beyond.\u003C\u002Fp>\n\n\n\n\u003Cp>Right now, there’s a fair amount of ambiguity that will be resolved as the changes roll out – and when we know the impact, you can pivot your strategy.\u003C\u002Fp>\n\n\n\n\u003Cp>If you would like to learn more about the wider conversation within the ad tech and measurement ecosystem, check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fthe-future-of-digital-marketing-measurement-webinar\u002F\">webinar\u003C\u002Fa> on the topic or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>. \u003C\u002Fp>\n",false,"standard",[10,11,12],39,36,40,[],[15],107,[17,18,19,20,21,22,23,24,25,26],"post-6031","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-paid-social","category-ppc",{"page_content_modules":28,"hero":175},[29,122],{"acf_fc_layout":30,"reduced":31,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":31,"title":32,"content":6,"authors":33},"blog_post_content",true,"How iOS14 affects marketers",[34],{"id":35,"path":36,"display_name":37,"job_title":38,"description":39,"avatar_url":40,"acf":41},10,"\u002Fabout\u002Four-team\u002Famy-stamper\u002F","Amy Stamper","Director, Head of Paid Social","I'm passionate about helping clients shape their digital strategy, especially if it involves integrated campaigns. World traveller, box-set devourer and gig-goer.","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":42,"job_title":38,"specialist_service_links":43,"photo":66},"\u003Cp>Director, Head of Paid Social. Joined Impression in October 2019.\u003C\u002Fp>\n\u003Cp>After 5 years’ experience in a startup agency, I learned about all aspects of digital from PPC to content to email campaigns – but I soon realised that paid social is what I loved the most. After a years’ break to go travelling, I joined Impression as its first purely paid social person in the paid media team.\u003C\u002Fp>\n\u003Cp>Day to day, my time is spent analysing campaign performance, delivering training sessions, and investigating new, innovative strategies with my clients. Digital marketing changes all the time, so I’m passionate about innovation, whether that’s trialling new audience targeting or testing completely new social media advertising platforms.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m really proud of:\u003Cbr \u002F>\n\u003C\u002Fb>I was proud to have been Impression’s first purely paid social-focused team member, and to have helped the team and service grow significantly since 2019.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I love travelling to new places, scuba diving, lounging on the beach, and good food and drink – so I especially love trips that combine all of the above.\u003C\u002Fp>\n",[44,63],{"page":45,"link_text":62},{"ID":46,"post_author":47,"post_date":48,"post_date_gmt":48,"post_content":49,"post_title":50,"post_excerpt":49,"post_status":51,"comment_status":52,"ping_status":52,"post_password":49,"post_name":53,"to_ping":49,"pinged":49,"post_modified":54,"post_modified_gmt":54,"post_content_filtered":49,"post_parent":55,"guid":56,"menu_order":57,"post_type":58,"post_mime_type":49,"comment_count":59,"filter":60,"url_path":61},221,"98","2020-12-18 15:16:14","","PPC","publish","closed","ppc","2026-02-25 14:37:29",169,"\u002F?page_id=221",0,"page","0","raw","\u002Fpaid-media\u002Fppc\u002F","Paid Social",{"page":64,"link_text":65},{"ID":46,"post_author":47,"post_date":48,"post_date_gmt":48,"post_content":49,"post_title":50,"post_excerpt":49,"post_status":51,"comment_status":52,"ping_status":52,"post_password":49,"post_name":53,"to_ping":49,"pinged":49,"post_modified":54,"post_modified_gmt":54,"post_content_filtered":49,"post_parent":55,"guid":56,"menu_order":57,"post_type":58,"post_mime_type":49,"comment_count":59,"filter":60,"url_path":61},"Display Advertising",{"ID":67,"id":67,"title":68,"filename":69,"filesize":70,"url":71,"link":72,"alt":49,"author":73,"description":49,"caption":49,"name":74,"status":75,"uploaded_to":57,"date":76,"modified":76,"menu_order":57,"mime_type":77,"type":78,"subtype":79,"icon":80,"width":81,"height":82,"sizes":83},33319,"Amy-Stamper","4Vy9GYew-Amy-Stamper.png",428071,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress%2Cformat&q=90","\u002Famy-stamper-5\u002F","12","amy-stamper-5","inherit","2025-05-29 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We’re certainly seeing the impacts of these changes en masse. 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Our experts regularly blog about the digital marketing news that’s stirring up the industry, so check back regularly or \u003Ca href=\"\u002Fnewsletter\u002F\">sign up to our newsletter\u003C\u002Fa> to stay informed!\u003C\u002Fp>\r\n\u003Cp class=\"p1\">\u003Cspan style=\"font-weight: 400\">Impression is a multi-award-winning \u003C\u002Fspan>\u003Ca href=\"\u002Fdigital-marketing\u002F\">\u003Cspan style=\"font-weight: 400\">digital marketing agency\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\"> that provides services\u003C\u002Fspan> that provides services including \u003Ca href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">Strategy\u003C\u002Fa>, \u003Ca href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa>, \u003Ca href=\"\u002Fdigital-experience\u002Fcro\u002F\">CRO\u003C\u002Fa>, \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">PR\u003C\u002Fa>, \u003Ca href=\"\u002Fanalytics\u002F\">Analytics\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">Media Effectiveness\u003C\u002Fa> to its wide range of clients. Browse our latest thinking around digital marketing below, or \u003Ca href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to discuss how we can help you.\u003C\u002Fp>","digital-marketing","category",[],{"sub_title_override":49,"title_override":49,"hidden":7},[],96,"Digital Marketing Blog | Tips, Advice & Guides | Impression",[192,194,197,200,203,206,209,211,213,215,218,221,224,227,230,233],{"property":193,"content":190},"title",{"property":195,"content":196},"description","Keeping up to date with the latest digital marketing trends, strategies, and announcements can be difficult. 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