How iOS 15 Affected Facebook Ads
If you run ad campaigns on Facebook you’ve probably noticed their performance has tanked in the last year. You’ve seen a big jump in your CPA and a steep drop in the return on your ad spend.
Are you wondering why a channel that worked so well suddenly isn’t delivering like it used to? It’s because Apple’s iOS 14.5 and iOS 15 updates have had a huge impact on the way Facebook can attribute events to actual Facebook users. With those updates, Apple gave consumers the ability to opt-out of apps tracking them across the web and effectively crushed the effectiveness of Facebook advertising.
Prior to iOS 14.5 update, Facebook was attributing 80-90% of the users associated with events on your website. Good attribution rates meant that you could quickly evaluate the effectiveness of your ads, you could dial in your targeting, create better look-a-like audiences and reach better prospects compared to general demographic targeting. Facebook ad campaigns could produce great results.