If you own a small business that relies on Facebook ads, all the talk about the iOS 14 update might have you a bit on edge.

Don’t worry — this isn’t the end of Facebook ads .

Like everything else over the past year, you may need to adjust and adapt to the changes coming.

And as entrepreneurs, we’re used to evolving and adapting, right? When problems arise, we think outside the box, come up with innovative solutions, and keep going.

But with so much information out there about the iOS 14 update, it can feel overwhelming to take it all in. That’s why I’m here! To break down what you can expect with iOS 14 so you can stop suffering from information overload.

Apple's latest , update goes beyond home screen design changes and new memoji features. Apple’s newest update primarily revolves around privacy permissions.

The biggest change? You’ll now have the choice of whether you want to allow tracking when using apps on Apple devices or not.

That’s right. Apps will now need to get your , permission to access your data and other information — this includes tracking your data across websites.

What this will look like is a prompt asking if you want to opt-in for these apps to access your data. If you choose not to share your information, apps will stop tracking your activity.

This update will make it easy for users to opt-out of Facebook apps accessing their data. And when this happens, Facebook will no longer be able to track user behavior (i.e. what apps you’re using and what you’re doing inside those apps).

In that scenario, the Facebook app will no longer be able to report back to , advertisers with information — like click-through rates or sales.

The update may lead to less tracking and more privacy. And this impacts the pixel, conversion tracking, and targeting. Which, in turn, affects how you go about advertising on the Facebook platform.

Think about it, when given the choice, most people will opt for more privacy.

In fact, it’s estimated that approximately 70% of Apple users share their Identifier for Advertisers ( , IDFA ) with app publishers. But after this change, that number could drop down to 10% to 15%.

And yes, more privacy is good in the grand scheme of things. But the flip side? From the perspective of a small business owner, there is some concern…

As you know, having a specific audience is essential to focus on who is likely to work with you or buy your product. So, small businesses use this data to create audience-specific ads. And with smaller budgets than big corporations, small businesses need as many options to refine targeting as possible.

This is why there is so much concern surrounding the iOS 14 privacy changes.

That said, how this will affect ads depends on how you’re using them.

These new privacy measures will have the biggest impact on mobile app ads .

If you have a free app that generates revenue through ads, Facebook won’t be able to show targeted ads through your app if iOS 14 users don’t allow tracking.

As you can imagine, Facebook isn’t thrilled about these changes and claim Apple is doing this to generate more revenue. Why? Because Apple doesn’t get a cut from Facebook ad revenue. Yet, they do get a cut through in-app purchases or subscriptions.

And as for those using “ , Facebook Audience Network ”, they may also be heavily affected.

The Facebook Audience Network is mostly for building brand awareness, where lead generation comes more from Facebook and Instagram newsfeeds.

So, where does this leave you when it comes to advertising your business through Facebook? Especially if you’re using this as means of building brand awareness…

There are a few steps you can take to make sure you’re still reaching the right audience.

Make sure you have a WIDE range of methods you’re using to grow and interact with your audience.

Like anything else, you don’t want to have ONE strategy. Have your go-to plan, and backup plans B and C.

Some other strategies you can use in addition to Facebook ads?

As you can imagine, there are still a lot of , questions surrounding the overall impact of iOS 14.

If Facebook can’t track users because so many are opting out of tracking...

As Wehner said, we don’t know just yet… the impact of these changes is still unknown and many questions still remain.

The results are largely dependent on how many iOS 14 users there are and how many of those users allow tracking. And, of course, only time will tell.

With all that’s going on in the world, you have enough to worry about right now. If you need help developing your strategy, schedule time for a free consult and I’ll make sure you’re prepared for these changes and changes yet to come!

Let’s create a solid marketing strategy for your business to continue to not only survive but thrive.

Schedule a call with me , today !