 Facebook's recent attack on Apple in regards to their new app tracking transparency framework has been all over the news. Who doesn't love a good public tantrum? Facebook ran full page ads saying Apple does not care about small business and that this change is fundamentally changing digital advertising. Are you concerned about what this means for your Facebook and Instagram advertising? Will you not be able to capture conversions from this channel anymore? Should you be pulling Facebook Ads? But what if you rely on Facebook to drive new customers to your site? Are you really screwed? Not all is as bad as it sounds.
Yes, significant changes are coming (and are already here). Yes, Apple's changes will have an impact on your Facebook and Instagram advertising campaigns. Yes, you will need to prepare yourself and make the recommended changes. But, no, it is not the end of the world. You can still keep running your ads and will still keep getting new customers via Facebook and Instagram, but you will just not be able to target in such a granular way as before and some visibility on your data and performance will be lost. Hey, it's just another change (don't we all love change?). Digital advertising changes constantly, so let's be prepared and adapt as needed.
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