Why have the iOS changes caused so much damage for D2C marketers?
Head of Growth at Fospha, explain why the iOS 14.5 update has caused so much damage to DTC marketers. #Facebook #ios14.5 #attribution #fospha
See Tom Sheepshanks, the VP of Sales at Fospha, and Jamie Bolton, Fospha's Head of Growth, discuss the impact of iOS 14 on Facebook advertising platform.
Due to the size and power of Apple, any changes to their setup will have an outsized impact. Furthermore, changes in privacy laws like GDPR and the California Privacy Act have already been limiting tracking abilities.
With the loss of a significant number of Apple users, relying on granular user-level data is becoming more difficult.
As a result, Facebook had to fundamentally change how they report sales through ads to avoid potentially undermining the validity of their reporting products.
The biggest change Facebook made was to the lookback window, reducing it from a 28-day attribution window to a 7-day click window and a 1-day window for views. This impacted Facebook's ability to report on sales and place ads, leading to a drop in conversions and perceived sales.
Jamie Bolton, Head of Growth at Fospha, argues that "unfortunately, marketers have no way of knowing whether they're doing the right thing and seeing worse results or doing something not very good and still seeing even worse results." He adds that "the challenge is that Facebook's effectiveness as a marketing channel has decreased, becoming a more expensive channel for sales. However, it's difficult to measure the exact impact due to inconsistent data sources before and after the changes".
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Is Fospha privacy safe?
Absolutely - Fospha is built privacy-first, and doesn't rely on invasive user-level tracking to feed our models. That's why our impressions measurement wasn't affected by iOS 14, and it's why brands using Fospha will always have the edge on those that rely on pixels to track their customers.