Your customer journey is more important now

Concerns around iOS 14/15 and the death of the cookie are understandable, but more often than not, that hesitancy or fear is misplaced. Losing hyper targeting, doesn’t mean that you necessarily need to lose performance either.

One of the biggest misconceptions is around the reduction of targeting on social media and the return of ad spend (ROAS) figure. Focusing on ROAS is not enough as not every platform is comparable as they’re used for different stages of the customer journey. Pinterest is unlikely to get much attribution in the last click, however it’s vital for many brands during consideration. Facebook and Google may command a large chunk of advertising budgets with impressive ROAS numbers, but it’s not the whole story.

Change for the better

There’s a flawed premise that you can run all your platforms on the same playing field. Branding plays a different role on each, and it’s more important than ever that you continue to fill the lower end of your funnel, as you can’t rely on people knowing of finding your product/brand.