The Impact of iOS 17 update on Marketers
Apple's recent iOS 17 update includes a new feature called App Tracking Transparency (ATT), which requires apps to ask users for permission before tracking them across other apps and websites. This change has had a significant impact on marketers, as it has made it more difficult to track the performance of their campaigns and optimise their spend.
One of the specific challenges that iOS 17's ATT poses for marketers is the inability to track campaign tracking URLs (CTUs). CTUs are special URLs that are used to track the performance of marketing campaigns.
For example a tracking URL like this:
https://www.example.com/products/example_product?mtm_campaign=summer-sale
Will turn into this in iOS 17:
https://www.example.com/products/example_product
ATT essentially prevents apps from tracking users across other apps and websites without their permission. As a result, marketers can no longer track which users clicked on CTUs on their iPhones and iPads.
Some of the specific challenges this poses for marketers includes:
Difficulty tracking conversions: Without the ability to track users across different apps and websites, it can be difficult to determine which marketing campaigns are leading to conversions.
Reduced visibility into customer behaviour: Marketers can no longer see how users interact with their brand across different platforms, which makes it difficult to understand their needs and preferences.
Challenges with attribution: Attribution is the process of identifying which marketing channels are responsible for driving conversions. Without the ability to track users across different platforms, it is more difficult to attribute conversions to specific channels.
Despite these challenges, there are still ways for marketers to reach their target audience and measure the success of their campaigns. One solution is to incorporate an integrated marketing approach.
What is Integrated Marketing?
The simplest way to explain integrating marketing is strategically promoting your brand or business consistently across a variety of channels, such as your website, social media, email marketing, and paid advertising. When done effectively, integrated marketing can help you reach a wider audience, increase brand awareness, and generate more leads and sales.
What can you use to create an integrated marketing approach? Any platform or channel you prefer such as a simple ad, email marketing or a landing page, as long as the messaging is cohesive and works towards your marketing objective.
How Does Integrated Marketing help you overcome the challenges of iOS 17’s ATT?
First-party data: Integrated marketing can help you to collect and use first-party data more effectively. First-party data is data that is collected directly from users, such as email addresses, phone numbers, and purchase history. First-party data is not affected by ATT or the removal of campaign tracking parameters.
Contextual targeting: Contextual targeting is a method of targeting ads based on the content of the website or app that the user is viewing. Contextual targeting is not affected by ATT or the removal of campaign tracking parameters.
Attribution: It can help you to use attribution more effectively. Attribution involves identifying and analysing which touchpoints or marketing channels result in consumer conversion.
TL : DR
Using an integrated marketing approach by promoting your brand or business consistently across various platforms is a smart solution to help you overcome the challenges of iOS17’s ATT. By integrating your marketing efforts across a variety of channels, you will reach a wider audience, increase brand awareness, and generate more leads and sales.
Are you prepared for the changes coming in iOS 7’s ATT? Ready to implement an impactful integrated marketing approach?
Schedule a chat with us to discuss further.