Why iOS 14 has made ROAS as a metric meaningless…

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The release of iOS 14 has had a significant impact on the way that advertisers measure the success of their paid ads. One of the key metrics that has been affected by this change is Return on Ad Spend (ROAS).

Prior to the release of iOS 14, advertisers were able to track the success of their paid ads by looking at the ROAS of each individual ad campaign. This allowed them to determine which campaigns were performing well and which were not, and to make adjustments to their ad strategy accordingly.

However, with the release of iOS 14, Apple has implemented changes to the way that data is collected and reported. These changes have made it more difficult for advertisers to track the ROAS of individual campaigns, and have instead forced them to look at blended results across all of their campaigns.

So what else should you be looking at?

This shift has been significant for advertisers, as it means that they can no longer rely on ROAS as a single metric to gauge the success of their paid ads. Instead, they must now consider a range of other metrics in order to gain a more comprehensive understanding of their ad performance.

One of the key reasons why this shift is important is that it allows advertisers to get a more accurate picture of their overall ad performance. By looking at blended results, they can see how all of their campaigns are performing together, rather than just focusing on the performance of individual campaigns.

In addition, looking at blended results also allows advertisers to better understand the impact of different ad campaigns on different audiences. For example, an ad campaign that may not have a high ROAS on its own may still be contributing to the overall success of the advertiser’s paid ad strategy.

Time to broaden your metrics

Overall, the impact of iOS 14 on the way that advertisers measure the success of their paid ads has been significant. While it has made it more difficult to track the ROAS of individual campaigns, it has also forced advertisers to consider a more holistic approach to measuring the success of their paid ad efforts. By looking at blended results, advertisers can gain a more accurate and comprehensive understanding of their ad performance, and can make more informed decisions about their ad strategy moving forward.

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