How to Track Data in the Age of Apple and Facebook’s Privacy Debate
In recent years, concerns over data privacy have intensified as tech giants like Apple and Facebook have come under scrutiny for their data collection and tracking practices. In response, Apple has implemented new privacy features in its operating system, including the App Tracking Transparency (ATT) framework. This has put Facebook in a tough spot, as the social media giant heavily relies on user data for targeted advertising. However, alternative options are available for users who wish to have more control over their data.
With the release of iOS 14.5, Apple introduced a new feature that requires apps to ask for user permission before tracking them across apps and websites owned by other companies. This new feature, called App Tracking Transparency (ATT), has caused a rift between Apple and Facebook.
Facebook has been particularly vocal about the impact of ATT on its business model. The company has said that the feature will hurt small businesses that rely on targeted advertising to reach their customers. Apple has countered that the feature is about user privacy and that users should control how their data is used.
While the debate continues, users are left wondering what options they have regarding tracking. The good news is that there are alternative solutions available. Deviate Tracking, for example, allows users to add Facebook’s Conversions API (CAPI) tracking to their website or app without violating user privacy.
One such option is “Deviate Tracking,” a third-party tracking solution that allows users to easily add Facebook’s Conversions API (CAPI) tracking via Google Tag Manager (GTM). CAPI tracking enables Facebook to track user activity on a website or app without the need for cookies or other tracking mechanisms that may violate user privacy.
Deviate Tracking is designed to be easy, even for those without a technical background. Users must install the Deviate Tracking code on their website or app and set up the CAPI tracking through GTM. This allows Facebook to receive the necessary data to optimize ad campaigns while respecting user privacy.
Notably, Deviate Tracking is not limited to Facebook tracking. It also supports third-party tracking solutions such as Google Analytics, Pinterest, and more. This flexibility allows users to choose which tracking solutions they want to use without being locked into a single platform.
Of course, users still have the option to opt out of all tracking entirely. Apple’s ATT framework allows users to block all tracking from apps and websites, including Facebook’s CAPI tracking. However, for those who still wish to receive personalized ads and support businesses that rely on targeted advertising, Deviate Tracking offers a middle-ground solution.
While Apple’s ATT framework has disrupted Facebook’s tracking capabilities, the social media giant has found a way to continue tracking user activity using CAPI. CAPI allows businesses to track user activity on their website or app and send this data to Facebook’s servers, where it can be used to optimize ad campaigns and provide valuable insights.
CAPI sends event data directly from the website or app to Facebook’s servers using secure server-to-server communication. This tracking method is different from traditional tracking methods, which rely on cookies or other tracking mechanisms that may be blocked by using privacy settings.
To use CAPI, developers must integrate the CAPI code into their website or app and then send the necessary data to Facebook’s servers using HTTPS requests. The event data transmitted through CAPI includes actions such as page views, add-to-cart events, and purchase events.
Once Facebook’s servers receive the event data, they can optimize ad campaigns, measure ad performance, and provide valuable insights into user behavior. For example, businesses can use CAPI to track which products users are most interested in and create targeted ad campaigns based on this information. CAPI also has several benefits for companies and developers. Unlike traditional tracking methods, CAPI allows businesses to track user activity across multiple devices and browsers, providing a complete picture of user behavior.
Additionally, CAPI does not rely on cookies, which may be blocked by user privacy settings or expire after a certain period.
While CAPI may be a powerful tool for businesses and developers, it’s important to note that it must be used by Facebook’s privacy policies and applicable laws and regulations. Facebook must obtain user consent for using CAPI and adhere to various privacy laws and regulations.
In conclusion, as concerns over data privacy continue to grow, users need to know their options. While Apple’s ATT framework has disrupted Facebook’s tracking capabilities, alternative solutions are still available. Deviate Tracking offers a middle-ground solution allowing users to receive personalized ads while respecting their privacy. The answer is easy to use, flexible, and affordable, making it an excellent option for businesses of all sizes.
For those concerned about privacy, Apple’s ATT framework offers a way to block all tracking entirely. However, this can have unintended consequences for small businesses that rely on targeted advertising to reach their customers. Deviate Tracking offers a middle-ground solution that respects user privacy while allowing companies to reach their target audience.
It’s worth noting that the tracking and data privacy issue is not limited to Apple and Facebook. Many other tech companies, including Google and Amazon, rely heavily on user data for targeted advertising. As more people become aware of how their data is being used, we’ll likely see more solutions like Deviate Tracking emerge.
Ultimately, the choice is up to the individual user to decide what level of tracking they are comfortable with. While CAPI may be a way for Facebook to continue tracking user activity, it does have some limitations. For example, CAPI cannot track users across multiple devices, which means that Facebook may not have a complete picture of a user’s activity. Additionally, CAPI requires a website or app owners to explicitly integrate the CAPI code, which may not be feasible for all businesses.
As the debate over data privacy continues, it’s essential for users to be aware of how their data is being collected and to choose solutions that align with their values and priorities. The Conversions API (CAPI) and Deviate Tracking are just two options for users wishing more control over their data. By being informed and making intentional choices, users can help shape the future of data privacy and tracking.