Salome Schillack (00:00):

Hello, and welcome to episode number 88 of The Shine Show. This episode is called The Real Impact iOS 14 Will Have On Your Business and What To Do About It, but before we dive into the episode, I want to say a huge, huge thank you to everyone who has been so incredibly supportive during our recent A-Lister launch. I have never had this much fun during a launch, and I am so thrilled to welcome so many amazing new flappers and a couple of guys as well. We're still figuring out what we're going to call the guys, maybe gangsters, I don't know, to the A-Lister community. I am very excited to walk with you, guys, and help you grow your businesses.

Now, I have to say today's topic is, I mean, like I wanted to call this episode iOS 14 WTF because it is difficult, and I'm going to require you to maybe sit down and take some notes. This is not one you want to be doing while you are driving. This is not one you want to be doing while you're distracted. This is not one you want to be doing or listening to while you are multitasking. This is probably an episode you want to sit down to, slowly work your way through it, and make some notes, and just know that you we will keep you updated and we will let you know of any changes as they unfold and as we learn more. Let's jump into episode number 88, The Real Impact iOS 14 Will Have On Your Business and What To Do About It.

Giving up your time and freedom to make money is so 2009. Hi, I'm your host, Salome Schillack, and I have online course creators launch, grow, and scale their businesses with Facebook and Instagram ads so that they can make more money and have an even bigger impact in the world. If you're ready to be inspired to dream bigger, launch sooner, and grow your online business faster, then tune in, because you are ready to shine, and this is The Shine Show. Okay. Well, I have attended multiple webinars and listened to multiple experts tell me what they think this impact is going to be, and it has left me mostly more confused and with more questions than answers.

My team and I have sat down and we have gone through this, and I, currently in front of me have 12 pages of handwritten notes that I have made because I had to handwrite this because I'm a visual learner, and I have to be able to draw pictures and scrap things, and put them in order, and change the order and move them around in order for me to really process the information, so I'm going to take you through my 12 pages of handwritten notes, and my goal for this episode is just to help you find peace. If you walk away from this episode and you feel like some of the information I've given you is giving you a better understanding of this change, and you know at least one or two things that you can do differently or that you can go and do right now, that'll help you prepare for this change, then I will feel that my work is done. I don't believe that at this stage, we can fully wrap our heads around this change in its entirety, and I don't believe that we can fully grasp the impact of this change, and so a lot of people are saying this isn't going to impact our businesses in any way. Other people are saying, "Armageddon, Armageddon, Armageddon." Now, you guys know me by now.

I am not a subscriber to The Armageddon Mindset, but I have also learned that sticking my head in the sand and pretending something doesn't exist is not exactly a great way to go through life, so let me begin by sharing with you what you're going to learn today. I'm going to tell you why these changes are happening, and then we're going to talk about why it matters to us as marketers. Then, I'm going to explain to you what the changes are that are definitely happening, and then we're going to break down what those changes actually looks like inside our ads managers and inside the way that we run our businesses, and at the end, I'm going to share with you everything I believe we can do now to prepare for this and a few things I think we can do to prepare in the future in like whatever is coming for us. Okay, so let's start just with the mindset check. I want to start this episode by saying and reminding us all that this is happening for us.

It is not happening to us. This, like everything that has happened in the last year and a bit is happening for us. It is not happening to us, and if we can adopt that mindset and start from that understanding and that belief, I believe we will be smarter as marketers as a result of this change. I believe we will better define our funnels. We will lose things that are not working for us and double-down on what is working well for us.

We will learn to engage with our data and analytics a little bit more. That is something that is my personal mission in this world, is to help more of my students and more of my clients better understand the meaning of the numbers they look at when they look at their data so that they can make informed decisions, and we will continue to do that, and I think we are going to see a lot of amazing, new software products being developed in the future that will make tracking conversions and tracking activity online even better than what Facebook has been able to create for us with Facebook ads. Okay. Having said that, let's begin by looking at why we are even talking about this. Apple has made an announcement that they will be asking everyone on their iOS platform, which is the Operating System we use on Apple phones, so iPhones, so anyone on an iPhone will be asked whether or not they would like to be tracked online.

Facebook calls this rogue actions that Apple is taking. Facebook is quite, I would say angry at Apple. They feel that Apple is making these decisions that impacts all app owners, not just Facebook and Instagram, all platforms, including Google and YouTube, and Shopify, and all advertisers, including all of us online marketers, including all of us online course creators, including mom and pop shops, including eCommerce sellers, and they were not wrong for saying that Apple is bullying everyone else to fall in line with their desires. The irony is, and I mean, we can take this with a grain of salt, but apparently, Apple is not even applying this to their own sites, which is, comes from Facebook. I don't know if it's true. Sounds a little bit like something my children say when I punish them.

One would say, "Yes, but it was her fault," or they compare themselves to each other and say, "Well, she's not doing that." Sounds a little bit like Facebook's doing that with Apple, but this does deserve our attention because of a few things. I think for those of you that have been around the online marketing space long enough, in around 2010, something happened that has become, referred to as the Google Slap. Back then, there weren't any Facebook and Instagram ads yet, but what was in existence was pay-per-click ads on Google, so you could create a business, and then have pay-per-click ads, Google ads, where you pay for, if someone searches for certain keywords for your ad to appear at the top of the search bar, and people built incredibly lucrative online course businesses, online education businesses like ours from Google pay-per-click advertising. One of those people was Russell Brunson, who built his potato gun business.

If you follow Russell, you'll know that story. Then, the Google Slap happened. They call it the Google Slap because Google overnight decided to change their algorithm, and all of a sudden, everyone who built businesses, using pay-per-click advertising was negatively impacted by this new algorithm, and a lot of people lost businesses literally overnight. Businesses that solely relied on those pay-per-click ads to work went bust overnight because they had no way of getting in front of their audiences, and if you've hang out with me for a while, you know that I tell you you just need two things to make money online, and that's an audience and an offer, and we use Facebook ads to build those audiences, so small businesses who put their entire existence into pay-per-click ads on Google were literally wiped out overnight. I've seen memes online about drawing the analogy of Mark Zuckerberg being Thanos and having the capability of that just snapping his fingers, and then we all disappear. I think this is a little bit of Apple turning Thanos on us, and Facebook is kicking up, I believe enough of a storm.

I kind of like it when the adults are fighting. I enjoy it when Apple and Facebook fights because it always means that us as consumers walk away with more transparency from these big companies, better accountability from these big companies, and hopefully these big companies start holding each other accountable for more than just profits. Okay. That's why this is happening. I do believe that Apple wants to protect our privacy.

I do believe that at the heart of this is a desire for privacy to be protected, but I also believe that we all have agency, and we can all make educated decisions about how our date gets used, and I'm very fond of my data being used for retargeting. Here's an example. In this week, literally last week when we were launching, I got an email, mid-launch, from my favorite dress shop. My favorite store where I love to shop sent me an email saying they have a sale on summer tops, and right now, here in Brisbane, we are in the middle of the summer, and I quite desperately need a few new summer tops, so I clicked on their email, I went to the shop, I briefly scrolled through what I liked, added it to my cart, and then got pulled away with something for the launch. I have to restart my computer every day.

My computer is a little bit glitchy. It's an Apple, and I have to restart it every day, so when I restart my computer, it closes all of my browsers, which I'm usually quite happy with because then like, I get to start on a clean slate every day, but with that went my half-full cart, my cart that I hadn't checked out on, and I was very happy when a couple of days later, I got an email from them saying, "Oi, your cart is still waiting for you and you haven't checked out yet." Then, I went back, and in a more sober moment, got rid of a few of the things that I put in that cart, and only ended up purchasing two beautiful new tops, which I'm really excited about, but I was happy that they had the data on me to see that I abandoned my cart, and they retargeted me with an email. They sent me an email saying, "Hey, come back. You missed this thing."

That's one example of where I really like being tracked. Another example would be if I followed somebody on Instagram. If I followed someone, an influencer or an online course creator, or someone who is teaching me something that I value, and I followed them on Instagram, and I loved seeing their content on Instagram, and I know that they have an online course that I want, and I finally have the budget to buy that online course, and now I'm just waiting for them to open the doors, but maybe it could be ... Maybe right now could be June, July, and they only open the course in January, and I have to wait until January for them to open the course, and I'm not necessarily paying the most attention to their prelaunch content because I'm already sold on the course. I want the course, so life gets busy and my news feed gets crowded, and then one day in January, I wake up to an ad that they have put in my news feed saying, "Enrollment is now open," and I'm very excited because that's the first word I'm hearing about enrollment for this course, even though I love following them on Instagram. I've just kind of tuned out some of the messaging because it's not necessarily ...

I'm like I'm not that engulfed in the prelaunch process or in their prelaunch content, and I'd be very happy and I would literally click on the link and go and buy the course. I've done that many times. I wonder if you guys have done that. Let me know on Instagram. Send me a DM on Instagram if you have done that.

The bottom line is I really like being targeted and I like my information to be used because when I come to my news feed, I want it to give me what I want. I want ads to be shown to me that I am interested in. The other day, I picked up my husband's phone and I opened his news feed, and I was like amazed at how different our news feed looks. My husband gets the news, and Rugby, and barbecue stuff. I do not want the news Rugby, barbecue, and cars. I don't want any of those things in my news feed, so I like that I'm being retargeted because I get to discover all sorts of new people and new brands that I'm interested in.

I also will say that I expect complete transparency from companies like Facebook and Google to tell me what they do with my data. This was not the case before Cambridge Analytica, which is a scandal that happened a while back that was related to the misuse of information by Facebook, but since then, I do believe that Facebook is 100% transparent with us about what they do with our information, and it is not hard to find the information. It's not hard to find information on how Facebook uses our data, and it is not difficult to read. It is by no means not understandable. Anybody can go and read it, find it easily, read it, and understand what happens to their data, so I am all for giving me the right to choose, which is what Apple is doing, by asking us to opt in for being tracked, and I'm all for, also for these companies to be held accountable. I don't want to opt out from cookies or pixels tracking me and tracking my online behavior because otherwise, my news feed will start to look like my email, and it's just going to turn into a bunch of garbage that I don't want to see, or a bunch of noise that I just want to tune out in a way, so I want you to also think about as a consumer the impact of opting out of being tracked by cookies or pixels.

I'm not even talking yet about you as a marketer, but let's do that. Let's talk about why this matters to marketers. I think the first reason it matters to marketers is because it is going to change the ability to track people's behavior from an app like Instagram or Facebook, or any other app for that matter to a webpage like a landing page that you use for your lead magnet, or a landing page where you host the video content for your three-part video series launch, or a landing page where you have your webinar replay hosted, or a landing page that is your sales page, so it is going to change our ability to track people who go to our landing pages. You can be working your tail off on Instagram and run ads, and as soon as someone clicks to your landing page, you could be blind to what they do and the actions that they're going to take, so it leaves us literally blind as to how people move through our funnels and how they engage with us online. Let me give you an example.

If you have a lead magnet, and let's say you have three different lead magnets, and you also are ramping up to launch your online course. You want to be able to see which one of the three lead magnets led to the most number of sales for you in your launch, so that the next time, you can just put all of your ad budget into the lead magnet that resulted in the most number of sales. With this new change, we will not have that level of tracking, so we will lose that level of feedback on the performance of our funnels, which means we are now making blind decisions about where our customers are coming from, how they are behaving, which bits of digital information they want more of, and which ones they want less of. Think about the implication of this for a large live launch, if you're doing a live, either a webinar launch or a three-part video series, or a challenge, or some kind of a large live launch with many moving parts. In a launch where there's many moving parts, there'll be a lot of tracking going on, and retargeting allows us to put messages in front of people, that can bring them back into our funnels or remind them about time-sensitive deadlines, such as doors closing, enrollment closing, get in now, or fast action bonuses, or 48-hour bonuses, or flash sales.

The implication of this on evergreen funnels, like evergreen webinars become even bigger because with evergreen funnels, we are detached from the actual launch ourselves. We rely solely on ad data to optimize those funnels, so we solely rely on the feedback Facebook gives us about the actions people are taking inside our funnels in order to create our retargeting ads and put our message in front of people in an effective way. The second way this is really impacting us is our custom audiences are going to be incomplete. When people opt out of being tracked, they will not be tracked as they move from the app to webpages, so if you run a webinar ad, and you want to retarget anyone who signed up for the webinar, only those who allowed tracking will show up inside that custom audience, so when we're limited in seeing who's in our audiences, we could also end up with more overlap between audiences, which could lead to wasting money and it could lead to us, unknowingly competing with ourselves. Now, you kind of have a background, a broad picture of why this is happening and why we're talking about the implications for our businesses, so let's talk about exactly what is changing.

The first thing that's going to change is Apple is bringing in a prompt. This is going to be a prompt that is going to ask us, "Do we want to be tracked?," and this refers to web tracking, right? It's going to say, "Do you," something along ... I don't know what exactly it's going to say, but the question is, "Do you want to allow web tracking from apps you interact with on iOS?" In other words, I have my Apple phone here, and one of the apps I go to most often is Instagram, and if I say yes, I want to be tracked, that means I open my Instagram app, I scroll through it, I see an ad for a beautiful pair of jeans I want, I click on the ad, it takes me to a website where I want to make a purchase, but because I said yes, that website then knows that I have clicked there, and they can retarget me. If I said no, then that is pretty much the end of the road and no one will ever know that I clicked to go to that website.

What Facebook is saying is once Apple starts rolling out this prompt, they are going to add their own prompt. They're going to put their own prompt in the Facebook and Instagram apps. In that prompt, so you'll be prompted by Apple, and then I think prompted again by Facebook, or how they're going to do this, I have no clue, but what Facebook is saying is they're pretty much kind of almost intercepting that prompt from Apple, and they're going to give you more information on how they're going to use your data before you either choose to opt in or opt out of the prompt that Apple gives you. They're hoping that by having more transparency and having a clearer, more information on how they're using our data, that more of us will say yes to tracking, and less of us will say no. If you do say yes, then you'll be tracked with pixels, and you'll be retargetable exactly the same way you are right now, except as a result of this, there are big changes coming to the ads manager, and that will still impact on you as a marketer's ability to track people.

Whilst Facebook is saying, if somebody says yes, they'll be tracked and able to be retargeted as normal, I don't think it's totally as normal because our data are going to have holes in it. Once you get that prompt and you say no, then you will not be tracked when you click from an app like Facebook, Instagram, YouTube, Shopify ... Let me see. What other apps do I have that I click on that I go any shopping app, any social media app, pretty much any app where you go from the app to a webpage? You will not be tracked when you go from the app to a webpage. This means that your online actions are not fed back to Facebook, which allows the brand, whose thing you clicked on, to track and retarget you, so they are not going to know that you clicked.

What this means for us when we are the brands, for us, it means we don't see what actions people are taking, we get limited data on the actions they're making, which leads to uninformed decisions about where to spend our ad money, and we end up flying blind in our retargeting efforts and our audience-building efforts. That is what is definitely going to happen. Facebook has said as a result of this change, they have to make changes to three, big things, and those three, big things are, number one, changes to the business tools. I'm going to explain this more. Number two, changes to optimization and tracking, and I'll explain this as well, and change number three is changes to measurement.

Let's take those one by one and unpack them a little bit. The changes that Facebook is going to make to the business tools, there are two changes coming to business tools. The first one is we are going to be limited to only eight events per domain. I'll explain that. Hang in there. The second one is event prioritization, and I'm going to explain that to you.

Let's unpack the eight event limitation per domain a little bit. What is an event, and how does it impact us if we only have eight events per domain? Let's talk about that. An event is a measured action. The most common ones we use are our custom conversions, and if you're one of my students, I have been teaching you to use custom conversions and create custom conversions whenever you create a lead magnet or a sale.

Then, there are also standard events. Now, standard events are slightly more advanced than using custom conversions, but we all use the same standard events, and we only have a few that we typically use in an online education business, and those are view content, which we sometimes use, lead, which we most often use for our lead magnet, and purchase, which is self-explanatory, and sometimes online education businesses will also have initiate checkout as an event. What Facebook is saying is they are going to limit every domain to only eight events. You can change those eight events, but you will have to wait three days for the change to take effect, so basically, once we decide which eight events we want, we're locked in. For online educators, I think the best ones we're going to want to have and keep are view content, because that is an event that tells us somebody has landed on our page.

We're going to want to keep the lead event, because that tells us somebody has converted to a lead, they have joined our email list, and the purchase event. Out of the eight, let's say we keep the three, view content, lead, and purchase, that leaves us with only five custom conversions per domain. Now, if you have ... Like me, I sell three things. I sell A-Lister, the program, the Launch Lounge, the membership, and our agency services, so I have three paid programs that I can run ads for, so there's three potential custom conversions I can have, which means I have two left for lead magnets.

Now, I don't know about you, but I have more than two lead magnets, so either I'm going to have to create fewer custom conversions for my paid programs to accommodate more lead magnets, or I'm going to have to just settle on just having two lead magnets. It also becomes tricky when you have multiple evergreen offers, multiple tiny offers, multiple low-dollar offers, or you just want to try a few different low-dollar offers, and you don't want to be limited by the events that Facebook has given you. The one thing that I want to point out here is that this is eight events per domain. That means that for my domain ... My domain is shineandsucceed.com. On that domain, I have a pixel connected to it, and that pixel is connected to an ad account, and that pixel is connected to custom audiences, it's connected to some of these events, but I could potentially create another domain, for example, alister.com.

Then, that domain will have to have its own pixel, but that domain will then be able to have eight of its own events, so my head is kind of leaning towards some kind of a solution like that, but I'm just not exactly sure yet, so let's just keep talking about what these changes are. Change number one in the business tools sections of Facebook is we're only going to have eight events. Change number two in the business tools section is what Facebook's calling event configuration. Of these eight events, we are going to have to choose which event is our first, second, or third choice for tracking. We're going to have to prioritize them, so if we choose purchase, we will only get data from people who opted out if somebody purchased, and purchase is our first choice because we are only going to get data for our first choice if we choose lead as a first preference. We will get data on when they become a lead, but it will not show up if they become a sale.

You can see that having only eight events is problematic. More so for eCommerce businesses than for online educators, but still, for us as online educators, this can be very problematic. With event configuration and having to allocate a priority to which event we want to get feedback on first, and then we don't get feedback on number two, three, four, five, six, seven and eight, means that the data that we get turns into Swiss cheese. If I can see someone became a lead, but I can't see that they then also turned into a sale, that poses a huge problem for me, because how am I supposed to know if someone signed up for my webinar, did they actually buy, because now, I have to choose between either getting information that they signed up for the webinar or getting information that they bought, and I don't want either because I'm in the business of scaling what works, so I need that relationship. I need to know when people sign up for the webinar, they also turn into sales, or I need to know if I have a three-part video series and a webinar, I need to know those people who only attended the webinar and did not see the videos, did they buy?

Those people who only watch the videos and did not attend the webinar, did they buy? Those people that attended both, did they buy? That's the kind of data that we build businesses on, and that is the kind of data that's going to turn to Swiss cheese here on us, which is a problem. You remember, I said there's three levels at which Facebook is making changes. Number one is the business tools.

The second level at which Facebook is making changes to accommodate Apple's thing is in optimization and targeting. What is going to happen with optimization and targeting is our conversion windows changes. Currently, we have one, seven, and 28-day click or view attribution windows, which means we can tell the algorithm to remember what people clicked on or saw in the last one, seven or 28 days, and then we can get that as data to know how long it took someone from when they viewed the offer until when they decided to purchase. Now, we are only going to have seven-day click attribution window, so only seven days after somebody clicks on your ad will Facebook be able to remember that and report that somebody did what somebody did in the seven days after they clicked. Any funnel that is longer than seven days, which is pretty much all of our funnels, maybe with the exception of list building funnels, any funnel that's longer than seven days like a live launch or an evergreen webinar is again, left with reporting data that's full of holes.

This optimization and targeting change they're making also impacts our web-based custom audiences. Imagine for a second that a percentage of your audience who signed up for your webinar goes into that retargeting audience based on the fact that they landed on your thank you page. Remember, we create a custom audience of people who did take a specific action based on the URL of our thank you page, because that indicates to us that these people who landed on the thank you pages took the action we wanted them to take, but if 30% of the people who signed up for your webinar also opted out of tracking, you lose that 30%, and you lose the ability to retarget them or track if they actually resulted in sales after your enrollment closed. This could reduce the size of your custom audiences, which means you may need to rethink what optimization you used to get in front of them, which can be challenging. It also means that it reduces the effectiveness of our web-based audiences to create look-alike audiences from.

If you are going to use people who landed on your sales thank you page as a source for a look-alike audience and you made 100 sales, but 30 people opted out, then now, you only have 70 people as a source for that look-alike, and 100 would have been way better. I've talked about three ways that Facebook is changing to accommodate what Apple is doing. The first one was the business tools, where we have the eight-event limitation, and we're going to have to nominate the priorities of these events. The second one is optimization and targeting, and here, the conversion window is changing, and it impacts on our ability to use website custom audiences. The third way that Facebook is going to make changes is in the measurement. I think by now, you have an idea of how all these changes are going to turn our data into Swiss cheese.

If we rely on data from Facebook to track how people interacted with our lead magnets, our launches, and our evergreen offers, then we end up making decisions blindly, and that can result in our paid marketing turning into spaghetti on the wall strategies, because we will just not have the data to know what's working and what's not working. We'll also be losing breakdowns like age, gender, and location as a result of these changes, so you may not be able to go in and have a look and see the people, let's say you were running a list building ad to women in the U.S. between 25 and 65 with a specific interest, and now, you want to go and see who actually downloaded it. In my case, it often happens. I would run an ad for women, 25 to 65 plus, and then I would come and have a look, and Facebook tells me the majority of the people who opted in for my lead magnet was between 44 and 55, women between 44 and 55, so I know my sweet spot is with women between 45 and 55. Now, Facebook is saying, "We're going to lose that." Okay.

Now, you know why these changes are being made. You should have an idea of how this could impact your business, how this is impacting the changes that's coming inside the ads manager, so let's now talk about what you can do about this. The first thing I want you to do is to verify your domain. This is what Facebook has said is the most important thing so that we all know that your domain belongs to you and it is definitely pertinently linked to your account and your pixel. I will link in the show notes to a page on Facebook's account where you can learn more about that.

The second thing I want you to do is think about how you're going to prioritize your eight events, and what changes you'll need to make to how many funnels you're running, and how you want to manage your data moving forward, considering you'll only have those eight events per domain, and you'll need to prioritize which events matter most to you. If you're one of our clients in The Shine Agency, then we will go through this with our clients individually, one by one, to make sure we are making the best choices for where you are right now and for where you want to go. If you're working with an ads manager, then please sit down with your ads manager and help them make informed decisions based on your needs. If you're running your own ads or just learning, then here's my advice. If you are just starting out, you're definitely going to want page views, leads, and purchases as your three standard events, and then keep the other five for custom conversions so that we can test lead magnets for you.

If you are beginning to launch, again, page views, leads, and purchases, and keep the other five for custom conversions, and you may want to start setting up webinar ads using standard events like lead and purchase, rather than custom conversions, which is not going to give you complete breakdown of information in your data, but I think it is clear at this point that our data is turning to Swiss cheese, so just sticking to the standard events might be your best option. If you have multiple funnels running, multiple evergreen ones, multiple live ones, sit down with your ads manager, and maybe this is a good time to rethink some of those funnels and only run ones that are really useful and really valuable to you, and really making you money. All right. Then, there is another optional step. This is a very techy step that I'm going to share with you, and if you have the tech capability to do this, please do this, if you don't, forget you ever heard this.

I want you to set up a custom API tracking. It's a fancy way Facebook allows us to get data more efficiently than just through the pixel. There's a lot of tech involved with setting it up, and if you are not tech confident, please don't even try and do this. You may contact your web developer to do this for you, or your ads manager to do this for you. The only benefit of having this done over not having it done is down the track, Facebook is going to rely more on conversion API tracking, and I think that might become the norm, so you will eventually probably need to set up conversion API tracking, but that is not something you need to do right now if you're just trying to prepare yourself for this change.

Here's a few other things that I think may become possible and may be ideas for how we can get around. Like I've just brainstormed a few things that I think we can all just start maybe opening our heads to as we think of solutions around this. The very first thing that I thought was, if these eight events are limited to a domain, why don't we just register different domains? Why can't we just register? For example, I have The Shine and Succeed domain. I own that domain.

I own Theshineshow.com for my podcast. I am looking at buying some domain variation of A-Lister because it is my flagship product. Now, alister.com is not available. If you know the guy who owns it, please introduce us, but I can look at buying a domain for A-Lister, and maybe even buying a domain for the Launch Lounge, and then I will have eight events for every domain. However, there is a little bit of a flaw in my system here, is that each domain is going to be linked to its own pixel, which means all of the seasoning that I've done on my pixel in The Shine and Succeed account is not going to apply to the other domains, so I will be effectively starting from scratch with those ad accounts, with those pixel seasonings, and with tracking the data on those websites, but I can still run ads to those domains from my Shine and Succeed page, so I will benefit from the social proof on there and from my Salome Schillack Instagram account, because I can run ads to any page from any account that I want, that I have access to.

I wonder if we will be able to share audiences and to share pixel data between different accounts moving forward, because if we can, it might make sense for me to share custom audiences from the Shine and Succeed account into a new account that is linked to, let's say the A-Lister domain and has A-Lister audiences, and if I can share those, that would make it easier. What I cannot do is have multiple pixels on a domain, and then have that not count as one of their eight events, so if I have a pixel on an A-Lister page that belongs to The Shine and Succeed account, then that is going to take up one of my events in both of those accounts, so I'm playing with the idea of registering different domains, and we'll see what that brings. The other thing I'm playing with is the idea of keeping people on the app. What can I do with people if sending them to a landing page is not an option? I can actually do quite a bit.

I can create engagement ads, video engagement ads that I send to a cold audience, a giant, cold audience, with a very specific message so that my ideal customer sees the ad and engages with it. They can go into an engagement audience, and I can then retarget them with another video that is maybe 30 minutes long, that I optimize for video views and I create a video view audience, so now I have two layers of interaction with me, and we're still inside Facebook and Instagram. We're still inside the apps. We haven't moved off the apps, but I'm guessing that by the time I get to people who have watched, say 25% of a 30-minute video, and I retarget them with a list building ad, which I wonder if it might bring back the old lead ads, because with lead ads, you can collect list building. You can get, literally collect email addresses.

They're not good quality email addresses, but maybe Facebook will find a way around this, if we can run lead ads to those people that have been qualified via my videos, and now I'm keeping my list building on Facebook so that the first time I send people off of Facebook is when I am sending them to a sales page. I don't know. Maybe that's an idea. The other thing that I think is going to change in the future is I think Facebook and many, many others are working on solutions to help marketers create very granular reporting, whilst still respecting the privacy of users, and I am very excited to see the creativity that's going to come out. Uber was born from these types of changes.

I saw a list the other day of all the amazing apps and solutions that have come out of difficulty or hardships. I know Uber is one of them. There's a few others that was mentioned that I thought, "Wow, interesting." Okay. You know now you need to go and verify your domain, but as a business builder, not just as an ads manager, the thing that I want to leave you with is list building has never been more important than it is right now.

List building has never been more important than it is right now. I am wondering if we possibly could move to a space where we're only using ads for list building, and then the rest of it is happening on email. I don't know, but remember, keep in mind as I leave you, this is happening for us. It is not happening to us. We are resilient and we are creative, and this change may bring about a lot of change or it may bring about very little change, but one thing is sure, building your email list is always good practice because it is an asset that you own that neither Apple nor Facebook or Instagram, or the government, or anyone can take away from you, so go verify your domain, and in the words of Winston Churchill, "Keep calm and carry on."

Thank you for listening. I hope this is useful to you. I hope this is helping you. Watch this space because we will keep you posted. We have not seen any rollouts happen yet, but Facebook did say it's coming in January, and well, right now, I'm sitting on Saturday, the 16th of January, and there's still nothing here, so we will keep you posted.

Have a lovely week, all my friends. I'll see you again next week. Bye. Thank you so much for listening. If you had fun, please come back next week and remember to hit that subscribe button so you never miss a thing.