If you’re one of those people who don’t know when to use an apostrophe when using ITS… here it is, plain and simple:
IT’S - with an apostrophe - means IT IS or IT HAS.
It’s a beautiful day!!
It’s been this sunny for days!
ITS - with NO apostrophe - means BELONGING TO IT.
Look at that pizza! Its cheesy goodness can be seen a mile away!
That advertising agency has lost its flair - I should use a freelancer instead!
AN EXAMPLE USING BOTH:
Rod Stewart’s fuscia jacket sold on e-bay for a million pounds, despite the fact that IT’S lost most of ITS sequins.