Apple’s privacy policy prohibits certain data collection and sharing unless people opt into tracking on iOS 14.5 or later devices.

As a result, ads personalization and performance reporting may be limited for both app and web conversion events. People who opt-out of data sharing will not be trackable by pixel events like ad views, shopping cart additions, purchases, and so on.

This impacts retargeting, conversion, and ad-targeting campaigns.

So how are marketers responding?

Those who primarily use Facebook are prioritizing their top eight events/activities, as the new update allows data from only 8 pixel events per domain.

Another tactic is utilizing value optimization–a Facebook tool brands can use to bid for their most valuable customers.

On the other hand, some marketers are turning to broad-reach marketing. It’s not as laser-focused as campaigns based on audience segmentation. However, it may increase brand awareness and recognition in the long run.