Marketing in a Post-iOS 14 World: Why In-App Data is Your New Best Friend

In the wake of iOS 14, marketers are rethinking their strategies. With Apple's new privacy updates, the traditional methods of tracking and retargeting have taken a significant hit. Gone are the days when email lists, shopper lists, and look-alike audiences built on third-party data were the cornerstone of a successful campaign. Today, these once-reliable techniques are becoming increasingly obsolete.

Why the change? iOS 14 has introduced stringent privacy measures that make it harder for marketers to track user activity across apps and websites. As a result, the effectiveness of external email lists and site visit tracking for retargeting has plummeted. Marketers who once relied on these methods are now facing a new reality where in-app data has become king.

First-party data, collected directly from user interactions within apps like Instagram, is proving to be invaluable. This data includes everything from engagement metrics and in-app behavior to purchase history and user preferences. In this post-iOS 14 world, leveraging this first-party data is no longer just an option—it's a necessity.

The iOS 14 Privacy Shift

Apple's iOS 14 update brought significant changes to how apps can track user data. The most notable change is the App Tracking Transparency (ATT) framework, which requires apps to get explicit permission from users before tracking their data across other apps and websites. This shift towards greater user privacy has dramatically affected the way marketers collect and use data.

For years, marketers relied heavily on third-party data to understand user behavior and target ads. Cookies and other tracking methods allowed them to gather information from various sources, build comprehensive user profiles, and create targeted marketing campaigns. However, with iOS 14's privacy updates, the effectiveness of these methods has been severely diminished. Users are more likely to opt out of tracking, leading to a significant reduction in the amount of third-party data available.

Key Impacts:

• 96% of iOS users have opted out of app tracking (Flurry Analytics, 2021)
• 39% decrease in the size of advertisers' addressable app audiences on iOS (AppsFlyer, 2021)
• 38% increase in iOS CPMs post-update (Tinuiti, 2021)

These statistics underscore the urgent need for marketers to adapt their strategies and find new ways to reach and engage their target audiences.

The Importance of First-Party Data

In this new landscape, first-party data has become a crucial asset for businesses. But what exactly is first-party data, and why is it so important?

First-party data refers to the information collected directly from users based on their interactions with your app, website, or other owned properties. Unlike third-party data, which is gathered from external sources, first-party data is obtained straight from the source: your customers. This makes it more accurate, reliable, and valuable for crafting personalized marketing strategies.

Examples of First-Party Data:

• Engagement Metrics: Interactions users have with your content — likes, comments, shares, saves. In-app interactions with your organic content are more important than ever, as they provide direct insight into user preferences and behavior.
• In-App Behavior: How users navigate and interact within your app — clicks, page views, time spent, features used. You can retarget users who interact with your photos or videos, making your marketing efforts more precise.
• Purchase History: For e-commerce apps, detailed records of users' purchase histories are invaluable for creating personalized offers, recommending products, and developing loyalty programs.
• User Preferences: Over time, users provide explicit information about their preferences through settings, choices, and interactions — data you can use to tailor messaging and recommendations.

Social Platforms and In-App Shopping

Social platforms like Instagram and TikTok are increasingly moving towards in-app shopping experiences. Features like Instagram Shop and TikTok Shop allow users to browse and purchase products without leaving the app. This shift not only enhances the user experience but also provides businesses with additional first-party data to use for retargeting.

With in-app shopping, you can gather data on what products users are viewing, adding to their carts, and purchasing. This data can then be used to retarget these users with personalized ads, recommend similar products, and even create look-alike audiences based on their behaviors — offering a higher ROI compared to relying on third-party data.

Traditional Retargeting vs. Modern Retargeting

Old Methods

Before the iOS 14 updates, marketers heavily relied on external email lists, site visit tracking, and look-alike audiences. However, with the decline in third-party data availability, these traditional methods have become less effective.

New Methods

Retargeting has shifted to focus on first-party data. Here are some practical strategies:

• Using Engagement Metrics: Retarget users who have liked or commented on your posts by creating ad campaigns that leverage in-app interaction data.
• Leveraging In-App Behavior: Retarget users who viewed specific product pages but haven't made a purchase.
• Building Custom Audiences: Use video views and other in-app interactions to build custom audience segments.
• Retargeting Followers: Your existing followers are already interested in your brand — target them with specific campaigns to increase conversions.

Tools and Resources

To effectively gather and utilize first-party data, you need the right tools:

• Google Analytics: A powerful tool for tracking and analyzing user behavior on your website.
• Facebook Pixel: Helps you measure advertising effectiveness by understanding actions people take on your website.
• In-App Analytics Tools: Platforms like Mixpanel and Amplitude provide detailed insights into user behavior within your app.

Conclusion

In summary, the importance of in-app data has skyrocketed in the post-iOS 14 world. As traditional tracking methods become less effective, leveraging first-party data is essential for creating personalized, targeted marketing campaigns. By focusing on engagement metrics, in-app behavior, purchase history, and user preferences, marketers can build stronger relationships with their customers and drive better results.

It's time to prioritize first-party data in your marketing strategies to stay ahead of the curve. Embrace the shift, adapt your tactics, and unlock the full potential of in-app data to thrive in this new digital landscape.