Facebook has confirmed rumors about the Clear History tool.

Why is this necessary?

The Clear History tool will allow users to delete all information stored on Facebook about their personal activity, leaving no trace.

From the point of view of transparency and privacy, this is great news for users, but the innovation may become a problem for advertisers.

Why is the tool bad for advertisers?

Recently, Facebook confirmed advertisers' fears that the "clear history" tool could greatly affect retargeting opportunities.

If users clear their history, advertisers won't be able to catch up with them with retargeting based on their previous website visits or app activity, etc.

Retargeting is used by many of us, the effectiveness of this method has been proven, and of course, we would not want to lose this opportunity!

Most advertising companies allocate the lion's share of their budgets to retargeting because they understand how effective it is to show ads to interested users!

In addition to retargeting, interest-based search may also suffer - when the history is erased, nothing will be known about users again.

When to expect it?

We can't say for sure when Facebook's Clear History" tool from Facebook, but it will appear without a doubt, and most likely it will will happen this year.

What can be done now?

While there is still an opportunity, don't miss it!

If you've never used retargeting before, now is the time!

Run retargeting on those who:

• visited your website or a specific page of your website;
• reads your Instagram/Facebook and interacts with the content;
• ▪️скачував materials or attended your events;
• is using your app;
• visited the landing page and left contact information;
• has purchased your service or product before;
• interacted with your videos.

If you are actively using this strategy or are currently focusing on it, start thinking about other strategies to be ready for innovation!