# Is Facebook Ads Retargeting Going Away With iOS 14?!

Channel: Ben Heath
Video: https://www.youtube.com/watch?v=7jLkWckxg6w
Duration: 16 min
Language: English
Words: 3302
Transcript page: https://viewrankai.com/tools/youtube-transcript/7jLkWckxg6w

---

[0:01] hi guys it's ben heath from lead guru and in this video i'm going to talk about how the ios 14 changes the changes that are happening to facebook ads right now are going to affect retargeting what is facebook ads retargeting going to look like now a lot of facebook advertisers use retargeting very heavily us included within their facebook advertising sales funnels it's something that probably one of the things that alongside things like lookalike audiences and other targets really brought facebook ads you know to the scene in a big way because any business that's generating any sort of website traffic was basically a no-brainer for them to at

[0:36] least run a retargeting campaign and from there they may have experienced you know experimented with other features and things on those lines but you can start with retargeting retargeting campaigns nearly always deliver fantastic results are they under threat from the ios 14 changes that's what we're discussing in this video before i'm going to actually want to very quickly ask you to smash that like button please click that thumbs up button that'd be very much appreciated and help me out and of course subscribe to my youtube channel if you're new and haven't done so already so i'm in an example facebook account i'm just in the audiences

[1:04] section because i want to get into into some of this stuff around audiences and custom audiences and retargeting now i'm sure most of you watching will know that you create a custom audience and that's what you re-target and those are the people that you re-target um if you don't know the details around how to create retargeting audiences how to create custom audiences i'll include links in the video description below that will explain all of that so you can uh can check all that out all the detail but ios 14 now what do we know about this it's still an ongoing thing it's still in the process of being implemented the

[1:37] changes right now as i record this video so we can't definitively say what it's going to look like yet so everything i say here is going to be based on some stuff we do know some stuff we think is going to happen and may well change just want to make that clear to start with so before i get into the details of how it's going to affect the specifics the first thing we need to talk about is that the differences to retargeting and specifically what i'm talking about here is website visitors because actually in fact i'll change up the order of how it's going to do things

[2:06] so obviously we're in uh audiences section within facebook ads manager we've got create audience custom audience right now this brings up all the different sort of sources that you can use to retarget okay so for example you could re-target people who've watched a video of yours on facebook you could re-target people that have visited your website you could re-target people that are on an email list that you've uploaded right not all of these are going to be affected by the ios changes you know we know that primarily the ios 14 changes are going to affect definitely app activity custom audiences so your ability to track what people do on a

[2:48] third-party app or your ability to track what people do on your website let's say you click off facebook someone says they don't want to be tracked you have very limited visibility of what that person is doing on your website and that means that custom audiences and retargeting made from these two are likely to be affected someone i'm going to get into by how much and how significant that is in a minute but for example if someone watches a video of yours on facebook and that's the audience that you're retargeting well there's no reason why that should be affected okay um facebook is still able to track all

[3:26] the activity that occurs in app so within facebook you can see you've got your sources and facebook sources anything that occurs within facebook more or less should stay the same i haven't heard anything to the contrary i don't see why it would if someone actually interacts with a with a lead form you're running a lead generation campaign facebook can track all that information and same with people do stuff with your facebook page on your instagram account interact with your ads all that sort of stuff okay and then obviously a few of the other few of the other options there likewise with a customer list now there

[3:55] may be some limits around uh match rates and things like that if facebook's got a little bit less data on its users the ability to match up the people on your list that you upload to actual users and that's what facebook needs to do you know when you upload a list facebook basically needs to be able to go we need to work out who on this list you know which facebook and instagram accounts those people actually correspond to because then that's who is populated with your audience and that's who facebook puts ads in front of now as things stand facebook's only normally able to match 40 50 sometimes less of an audience so

[4:28] if you upload a 10 000 person email list your target audience may only be 4 000 people now because they just can't match everyone they can't work out who is who in terms of the person on your list matched up with the person on on facebook or instagram particularly if they're different email addresses so that that match rate might go down a bit and facebook's got less data on some of its users um but i don't anticipate that being affected a huge amount and so that's that's sort of the first piece of good news that i'm giving a lot of people are very worried about how

[5:00] retargeting is going to be affected with the changes to do with ios 14. um i think most of those people are worried about the website side of things which i'll get to in a minute because when most people talk about retargeting and that's kind of where they they focus but obviously you could retarget your email list you can retarget i mean video viewers is a big one a lot of people will retarget people that watch videos of theirs on facebook and instagram and lead forms of course and on facebook and instagram account stuff as well so these aren't gonna be affected at all as far as i can

[5:27] tell um which is fantastic customer lists email lists things that you upload i think barely going to affect it maybe a little bit but not by a huge amount then we get on to uh onto these over here now so if someone opts out of being tracked by facebook and instagram it seems that they are highly unlikely basically we can assume at this point that they are not going to be able to be added to your retargeting audience based on app activity or website listers now that sounds scary and it's certainly not ideal but i don't think it's disastrous okay there's a few reasons for that

[6:12] a obviously the only people that opt out they can only be ios users in the first place right it's not going to be going out to android users so this varies between businesses but you could probably roughly say 50 50 for for the majority of people are gonna come from one 50 from the other i said someone's more like 71 way 30 the other so it changes but let's say

[6:32] roughly 50 50. so for most people half your audience you're still going to be fully be able to add those to for example website and visit to custom audiences and then you're going to be able to retarget these people no problem then within let's say the 50 or so of people that this could apply to we are only not going to be able to re-target the ones that opt out now most people are saying look surely 95 of people are going to opt out and that may well happen we don't know yet i suspect it's not going to be as high as most people think i don't think that many people

[7:06] are gonna lots of people are but i don't think as many people are going to opt out of being tracked by facebook and instagram as we think and the example that i can give for that i've actually heard this comment a lot i've spoken with some friends in the industry about this since all the gdpr stuff was brought in and increased privacy stuff about two years ago uh yeah two and a half years ago um we now all have to display on our websites don't we accept cookies except the way those notifications are presented your eye is immediately drawn to the accept door button and the vast major i know this you know

[7:44] the data is clear on this the vast majority of people select accept cookies except all basically they just want the notification to go away now if facebook on both facebook and instagram is able to do that sort of thing we might see 90 of people actually opt in to being tracked by facebook and instagram and therefore the impact on our website um audiences and app audiences for retargeting purposes is going to be minimal so i think that the impact on facebook ads retargeting for website visitors as an example is going there is going to be something that we feel because if people opt out they are not going to be added to our

[8:25] all website listeners they're not going to be added to people who visited specific pages custom audiences um but we don't yet know exactly what that number is going to be and it might not be as bad people fear the absolute worst worst case scenario that it could possibly be would be that your ios visitors you know people visiting on ios devices are not able to be added to your custom audiences which reduces the size of your retargeting audiences which will reduce the you know the effectiveness of your targeting campaigns i mean your campaigns will just be as effective but you won't get as much volume from those people

[9:01] um as as a result so it's not ideal but i don't think in those cases it's disastrous there's one other thing that i really want to highlight here and you have to remember that facebook can track anyone any activity that people do within facebook and instagram absolutely without a problem so if for example you've currently got a retargeting ad set or campaign have you set it up and one of the audiences that you're retargeting is all website visitors okay if the majority of your traffic is coming from facebook instagram which is certainly is for a lot of our clients and a lot of businesses that follow me

[9:42] facebook might not be able to track who has visit reached your website what they did on the website etc but facebook can see who clicked off of facebook and instagram to get to your website so facebook has that data and they are certainly going to use it so if for example i was running campaigns for last year and i generated you know 30 of my sales through my retargeting ad set okay and now going forward my retargeting audience of website visitors is going to be let's take worst case scenario is going to be half as big instead of generating 30 of my sales from that audience and now generate 15

[10:23] of my sales from that audience does that mean that you're just missing out on 15 of your sales i don't think so because whilst it might not be coming from within your retargeting ad set facebook is gonna know who clicked on your ad in amongst your cold audiences and they might not be able to track them when they get to your website but they can track that they clicked off of facebook they demonstrated interest so what facebook will do is they will put ads in front of people that click on your ads again and again over the subsequent you know days maybe even weeks after they

[10:57] first clicked in effect within your cold audience some retargeting is going to take place um this happens already so if you interact with an ad on on on facebook you know it's why if you look at your conversion campaign you may see that you've got a reach that is only 10 of your total audience size but you've got a frequency of like 2 2.5 well that's because the people that have engaged with your ads have been showing your ads multiple times even within your cold audiences not just within your retargeting ad set to retargeting campaigns so that's going to happen to some extent facebook might make this more explicit

[11:33] as well in terms of specifically being able to re-target people that clicked on an ad you can actually already if i click into here for example if i go to facebook page click next okay and then i look under events i can scroll down to this section people who clicked on here people who clicked any call to action button okay so that's already um a sort of retargeting audience that could be used as a sort of proxy not quite as good but could be used as a bit of a proxy for all website visitors especially if you're sending the vast majority of your website traffic is coming from

[12:06] facebook and instagram ads hopefully that makes sense how that would work because obviously if they're clicking you know due to the website click on the call to action button then then they're hopefully visiting your website this will include accidental clicks which is unfortunate but um but there we go so will facebook ads retargeting be affected as an overall sort of area of facebook advertising yes is that going to be a negative impact probably is it going to be really significant i don't think so as we've already discussed not all areas of retargeting are being negatively affected lots of on facebook sources and things like that that are absolutely fine

[12:45] um from within those ones that are affected website app activity it's not going to affect the android users and it's not going to affect any ios users that opt into being tracked which may be more than we think um so i don't think it's the end of the world it's not great but don't panic about it i've said this with a few other ios related changes i don't think this should be a thing that makes or breaks your entire facebook advertising process what it may mean for facebook advertisers is something i've been advocating for for a long time is that you have simpler sales funnels so instead of

[13:20] having lots of you know four layers of retargeting five layers of retargeting that's basically not gonna work it hasn't been the best approach i don't think for a couple of years anyway i think you want to simplify things give facebook more flexibility in terms of how they operate your ad campaigns but it's just going to accelerate that process so really you're not going to want too much of a system where you have like one step retarget those people they take that step then you re-target them again with us because you can have more and more people dropping out of that that process as a result of this stuff

[13:52] there's still going to be plenty of retargeting it might switch to more things like people who click on uh who interact with your facebook ads right it might be more people who watch videos as opposed to on website stuff so if you're running like an omnipresence content campaign you could do it based on people have watched your videos and have that as your audience or you could upload an email list or something like that so i think there's gonna be a bit of a shift away from website and app retargeting bit more of a shift to things like customer lists and on facebook sources so there is going to be some changes

[14:18] there and some things to work out if you are heavily reliant for example on website retargeting but there are answers to these things there are ways to uh to figure that out so um so yeah so hopefully you're not too concerned about the setup even though you know i'll be perfectly honest it's not ideal i wish we didn't have to deal with it socially advertisers but we do okay uh before you go a couple of three things i want to mention the first is our facebook it is a free webinar we've created called three killer facebook advertising strategies to double or more your revenue now this webinar focuses on sales

[14:48] funnels all of them pretty simple i mean only business content is more complex but you can still do it even with the new retargeting um setup for sure um but these sales funnels are ones we use for our clients very much tried and tested very much proven generated millions of dollars with each they they work right and in this webinar explain look if you've got this type of business you want to use this sales funnel if you've got this type of business you want to use this sales funnel i've mentioned omnipresence content a couple of times in this video you don't want to do that for all

[15:13] businesses you want to do that for specific types of businesses and i explain all that so it's completely free to watch this webinar uh about 70 minutes long very much worth your time go ahead and click on the link in the description below completely free you can go ahead and watch it right now other free thing i want to mention is our facebook ads mastermind group so it's our free facebook group 66 000 members as of the recordings video amazing community full of people just like you facebook advertisers want to get better results they're asking questions getting them answered brilliant community i'm in there doing free live trainings

[15:43] uh quite regularly if that sounds like something you want to be part of completely free to join again link is in the video description below go ahead and click on that and we'd very much uh like to have you in there and you know it's one of the biggest communities of facebook advertisers in the world now which is uh which is really cool so um so yeah hopefully this video has been useful please give it a like a thumbs up and if you if you could subscribe to my channel if you are new and haven't done so already and of course comment below you know comment below to let me know if this is

[16:10] useful comment below if you've got questions or you know you disagree maybe pop them in the comments i do see all the comments even if i'm not able to respond to every single one thanks a lot guys bye for now

---

About this transcript
Read from YouTube's own caption track and laid out by ViewRank AI (https://viewrankai.com).
ViewRank AI finds the videos already beating a creator's own average on Instagram, TikTok and YouTube Shorts, transcribes them from the audio itself in more than 60 languages, and turns what worked into new ideas and scripts.
Free transcript tools, no account needed: https://viewrankai.com/tools
How to read any video this way: https://viewrankai.com/llms.txt