معلوميات

مع بداية “الكومبا” بين أبل و فيسبوك بزاف ديال الناس فهمو الامور بشكل خاطئ نوعا ما

عدد كبير قالو بأن فيسبوك تقدر تسحب التطبيقات ديالها من الايفون و الايباد.
وا لا!!
ما غاديش يديروها، حيث هوما اللي خاسرين.
واخا، شنو اللي غادي يمنعهم يسحبو التطبيقات ديالهم من أجهزة ابل؟
التحديث الاخير ديال Apple كيفرض على اصحاب التطبيقات اللي فيها خاصية التتبع انها تطلب الاذن ديال المستعملين باش يقدرو يتتبعوهم. متافقين؟
متافقين.
ايوا صافي هذا ما كان.
آبل ما غاديش تمنع الشركات انها دير اشهارات في التطبيقات ديالها، بما فيها فيسبوك.
واخا، و فين كاين المشكل اذن؟
اذا المستعمل ارفض انه يتم تتبعه من طرف التطبيقات، و هادشي اللي غادي يطرا بنسبة كبييييرة، فإن الشركات مالين التطبيقات كفيسبوك غادي يكون مستحيل عليها تعرف اش كيدير المستعمل و شنو كيقلب و شنو كيشري و علاياش كيقلب.
في قاعدة المصطلحات ديال عالم الاشهارات كنسميو هاد شي اللي كيدير المستعمل بالاحداث events.
مثلا اذا طلع ليك شي اشهار و كليكيت على الرابط اللي فيه فهذا يسمى حدث event.
اذا دخلت للموقع اللي داير اشهار في فيسبوك و عجبك شي منتوج و درت ليه أضف إلى السلة add to cart، باش تشريه فهذا حتى هو يسمى حدث، و اذا شريت و خلصت غادي تكون وصلت لاخر مرحلة اللي حتى هي تسمى حدث.

فيسبوك حاليا كيقدر يتتبع كاع الأحداث events اللي كديرها كمستخدم للتطبيق دياله و يعرف الاهتمامات ديالك و داكشي اللي كدير بصفة عامة باش ما نعقدش الامور اكثر.
دابا مع التحديث الاخير ديال ابل، غادي يصعاب على فيسبوك انها تتبع هاد الأحداث و بالتالي ما غاديش تقدر تعطي للمستشهرين، اللي كيستعملو فيسبوك للاشهار، الإمكانية باش يعرفو بالضبط اش واقع و حتى فيسبوك ما غاديش تقدر تحدد شكون هوما الناس اللي كيشريو.
هادشي متعلق فقط بمستعملي الايفون و الايباد اللي فيهم اخر نسخة من نظام التشغيل iOS 14.

فيسبوك سعر حيث اهم حاجة متوفرة عندو هي أداة التتبع اللي اسمها Facebook Pixel، و اللي كيوضعوها اصحاب المواقع و التطبيقات في مواقعهم و تطبيقاتهم باش يقدرو يتتبعو كاع الناس اللي كيدخلو لهاد المواقع و اللي كيستعملو هاد التطبيقات باش يقدرو يستهدفوهم مرة أخرى فحملات إشهارية على فيسبوك.
طبعا هذا مجرد مثال بسيط باش الناس اللي ما عمرهم سمعو او استعملوا Facebook Pixel يفهمو شوية، لأن الأمر اعقد من ذلك.
ايوا جات ابل قالتيلهم احباااس المرقة، ما عندك الحق تعرف اش كيديرو مستعملي الهواتف ديالنا غير اذا خديت الموافقة ديالهم.

حاليا فيسبوك تقدر تطلع الاشهارات للناس اللي كيستعملو ايفون و ايباد واخا يكون فيهم iOS 14، و لكن ما غاديش تقدر تعطي المستشهرين تقارير و احصائيات مفصلة بحال كدير بالنسبة لباقي الأجهزة (هواتف اندرويد، كمبيوتر…).
و بسبب غياب هاد الاحصائيات، المستشهرين ما باقينش يقدرو يستهدفو هاد المستعملين بدقة حيث اصلا فيسبوك ما قادراش تعرف الاهتمامات ديالهم و شنو كيديرو بالضبط.
طبعا هادشي غادي يأثر على النتائج ديال المستشهرين و منه سيؤثر على نتائج فيسبوك حيث هي اللي كتربح اكثر.

نرجع دابا نقولكم بأن فيسبوك ما غاديش تقدر تحيد التطبيقات ديالها من أجهزة ابل، حيث اذا دارت هاد الخطوة غادي تخسر 100٪ مستعملي هاد الاجهزة اللي يقدر عددهم بمئات الملايين و خصوصا في الدول الكبرى اللي فيها قوة شرائية عالية.
الموضوع طوييييل و لكن حاولت نبسط الفكرة باش تتوضح الرؤية مزيان.
—————
معلومة:
بالنسبة للناس اللي خدامين على فيسبوك ادز، غادي يكون عندكم الحق تحددو 8 ديال events في ال events manager كأقصى حد اذا كنتو غادي تخدمو على حملات خاصة ب ios14، و تركزو على top funnel events بحال link click و عدد مرات المشاهدة ديال page de destination.
By Mohamad Tahrast

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