苹果最4月底推出IOS14.5以来,其防APP跟踪功能ATT(App Tracking Transparency) ,有些广告主称Facebook广告跟踪在APP上不再有效。
根据Statcounter的数据,全球至少有一半的IOS设备安装了IOS 14.5系统。而分析公司Flurry的数据显示,有83%的人选择开启防APP跟踪功能。(Branch公司的数据说是75%的人开启了)
美国是全球卖家很重要的市场,Flurry的数据显示,美国有90%的苹果用户选择开启ATT功能。
一些广告商说最近几周广告效果开始下降,由于大量Shopify商家与Facebook共享受众。苹果ATT的出台不仅使Facebook再营销广告不再展示给手机APP用户,还使Facebook捕获店铺销售额数据变得不准确。之前Facebook可以捕获95%的店铺销售额,现在只能捕获50% 。
为什么苹果防APP跟踪功能是Facebook的大麻烦?
Facebook使用IDFA或者说”广告商识别码”。顾名思义,它是一个在APP、服务和网站上跟踪用户和用户手机的工具。IDFA使用随机识别码来推送广告。
IDFA能帮助广告商了解广告的展示效果,但是苹果的ATT功能屏蔽了它。
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