Apple has released iOS 14 — the update many advertisers and app developers have dreaded.
With this update, apps are being forced to serve a pop-up to users asking if they grant permission to allow tracking or not. It’s Apple’s way of trying to give users more control over their privacy, but many apps have argued that this change benefits Apple more than anyone. In fact, many advertisers are finding themselves asking questions like “Will my ads still reach my target audience?” and “What should I be doing to make the most of my ad spend?”
Up until iOS 14, you could create an unlimited amount of pixels to track various conversions to your site. Now, Facebook is limiting those events to eight, meaning you need to prioritize which eight events are most valuable to you.
You must verify your domain on FacebookVerifying your domain allows Facebook to accurately track your pixel data. To make sure your domain is verified, log into your Facebook Business Manager account, scroll down to Brand Safety, and select Domains.
Apps Can’t Track Users Who Turn Off TrackingIf a user chooses to opt out of tracking, their data can’t be collected, which could have a negative impact on reporting. With iOS 14 being brand new, it’s difficult to estimate just how many users will choose to opt out.
Although Facebook and Instagram may see more of an impact due to how they leverage user data, they aren’t the only advertising platform where digital strategies are effective. Google, LinkedIn, Snapchat, and other avenues can be utilized to attract prospective students from a variety of outlets.
Reporting Will Now Be Delayed
Facebook and Snapchat have both stated that real-time reporting won’t be available, and it may take a few days for data to be delivered. Additionally, Facebook has stated that “28-day click-through, 28-day view-through, and 7-day view-through attribution windows will not be supported for active campaigns.”
WHAT enrollmentFUEL IS DOING TO HELP
enrollmentFUEL has always taken a holistic approach to help higher education institutions meet their goals. Now, more than ever, that approach is vital to gaining an edge in the market.
We know iOS 14 is impacting everyone, and the industry is going to experience a shift over the next several months as users opt-in and opt-out of tracking. (You can keep track of the iOS 14 numbers by viewing AppsFlyer’s report weekly at this link.)
enrollmentFUEL’s team is continuously working behind the scenes to optimize your digital spend and ensure your target audience is being reached. As the rollout continues to take place, our digital team is monitoring all ads to determine if any strategic changes need to be made to best utilize your advertising dollars.
Additionally, we’re expanding our Forensic Lead Generation services to help uncover potential leads, even if the user has requested not to be tracked. Part of our offerings include inquiryDETECTOR and, if you have a name buy or CRM list, we can use matchBACK technology to match those stealth visitors back to your list and allow you to target those students efficiently and effectively.
We’re also refining our methods for creating look-alike audiences in an effort to reach and attract students that aren’t listed on a name buy. Part of that process is creating unique tracking links so that you can log into your Google Analytics and see where your traffic is coming from and what is converting best. We also develop custom landing pages where we can collect student information via first-party cookies, delivering high-quality leads to your school without having to worry about iOS 14 restrictions at all.
We also continue to leverage our household targeting capabilities to reach specific households where your prospective students reside. This process allows us to avoid relying on third-party cookies to gather information about users, which will continue to be extremely valuable as Google is also phasing out the use of cookies.
As changes and refinements continue to take place in the digital world, our team will be right there to guide you through the process and suggest any changes that would benefit your strategy. At enrollmentFUEL, you come first, and your FUEL team is always available to answer questions whenever you have them.
And if you’re looking for a partner to work hand-in-hand with you to boost your student enrollment, we’d love to hear from you! Simply fill out this form, and someone will be in touch with you shortly.