After Apple broke that attribution feedback loop with iOS 14.5, most advertisers are only seeing attribution back on 25-30% of web events. Meaning for every 100 people in the audience you’re only able to market to 25-30% of them.
We are seeing CPA’s & CPL’s go up while ROAS goes down because Facebook is receiving less than half of the data it was before and can’t attribute events to users.
Less attribution data going back to Facebook’s AI = Slower campaign optimization and more ad spend required to get the results you were seeing in early 2021, before the iOS 14.5 update.
The fact that more than half of Facebook users are on iOS and 93% of iOS users opted out of being tracked on Facebook, it puts every Facebook advertiser at a major disadvantage. Campaigns now languish in the land of general demographic targeting for months longer. All the while, you’re spending more and more on advertising in hopes of getting it dialed in. Great for Facebook’s revenue growth, but not yours.