How Apple killed E-Commerce

The Apple update that changed everything

What’s the first thing that comes to mind when you think about Apple?

If you are like most people, you will probably think about the iPhone, MacBook or one of the other Apple products that have snuck their ways into our lives.

If, however, you have an e-commerce, chances are that the first thing you will think about is the iOS 14/15 Update that caused lots of trouble for many people around the world.

‍

The transition to ATT

In case you aren’t familiar with it, here’s what happened:

In 2020 Apple announced their newest iOS Update and a bunch of changes that came with it. In the midst of those changes besides ITP (Intelligent Tracking Prevention) came the transition to ATT (App Tracking Transparency).

This shift to many people was a relief because it allowed them to go about their browsing as usual without being heavily tracked. But to many e-commerce stores this meant that a large chunk of their customers were simply not traceable anymore.

And all of that has gotten even worse with the iOS 15 Update. In fact, according to data gathered in March 2022, a staggering 54% of people worldwide opted out of being tracked.

The biggest changes that came with the update

‍

But what precisely has changed?Let’s get into it:1. The iOS Update and the transition to ATT have led to massive revenue losses for marketers due to missing data in tracking. This is mainly caused by the fact that many web users have opted out of app tracking.2. Apple has massively limited the runtime of tracking cookies (e.g. Facebook Pixel or Google Pixel) due to ITP. While previously a potential customer could be tracked by a pixel for up to 28 days, on some browsers it is now only 1 day or a maximum of 7 days if you don’t use any UTM parameters!3. Facebook’s standard attribution window (the time Facebook can track where your buyer/conversion came from) is now also limited to 1-7 days. If a customer decides to buy after this time window has expired, the conversion is no longer credited to your Facebook campaign (less data, fewer conversions, higher costs).4. In addition to that, the sharing of device IDs from Apple devices is also blocked. The customer journey therefore becomes even more intransparent, since the comprehensive tracking across different devices (e.g. iPhone, laptop, iPad) is almost completely prevented.Put all of that together and you will see that Apple somehow managed to ruin e-commerce stores around the globe with just a few updates.But does that ultimately mean that e-commerce stores are doomed?

‍

The best solution for e-commerces

Thankfully, the future might look brighter. Maybe not from Apple’s standpoint – they will continuously improve their software and maybe even bring about some other devastating changes.

But where there’s a problem, there’s also a solution:

We at OneTrack have been looking for a solution to this problem in order to help our clients get their ad results back. And that’s why we created OneTrack!

So what exactly does OneTrack help you with?

We curate and post back your data, make sure that your leads are accurately tracked and forwarded to the advertising networks, and enrich your data if requested.

Or, to put it in a nutshell, we make your advertising experience a heck of a lot better.

Do you also want to lower your ad costs but still receive high quality leads?

Then schedule your free consultation today and stop wasting your money on ads that don’t work anymore:

https://www.one-track.io/pricing