What impact do iOS updates have on Meta advertising and how do you adapt?
Since Apple's 2021 change, many iPhone users stop apps tracking them, so Meta sees less of what happens after an ad. We send conversions from the server as well as the browser, and judge results on your own records. On our own site those conversions also carry hashed contact details Meta can match.
What Apple's privacy changes did to Meta ads
In 2021 Apple made apps ask before tracking people across other apps and websites, and many people said no. Safari also cuts short the life of cookies set by scripts. So Meta sees less of what an iPhone user does after an ad, and its reports undercount and catch up slowly.
What we do about it
- Send conversions from the server through Meta's Conversions API, alongside the pixel, sharing one event ID so Meta counts each once. The server runs on Stape.
- Include hashed email and phone, as we do on our own site, so Meta can match a conversion to a person without relying on a cookie.
- On our own site, Meta's cookies are re-set from our own server on each visit so Safari doesn't drop them after seven days, and only when the visitor has accepted ad cookies.
What still won't be perfect
Meta's figures will still miss some conversions. We treat them as a guide and check them against the leads and sales in your CRM or shop.
More on the set-up is on the Meta tool page.
Also worth asking
Other answers about the same tools.
What is paid marketing and how does it work?
Paid marketing means paying to put your business in front of people, usually through ads on Google, Meta or LinkedIn. You set a budget and an audience, and you pay per click or per thousand views. The hard part is knowing which ads bring customers.
What platforms do you use for paid marketing campaigns?
Google Ads and Meta (Facebook and Instagram), plus LinkedIn for B2B work. We use Microsoft Ads where a campaign needs it. Which ones we use depends on whether people search for what you sell.
How much should I budget for paid marketing?
Start from what a customer is worth to you and what a lead costs in your market. The budget then needs to be big enough to get meaningful conversions in a month, and small enough that you can afford to find out it isn't working.
Want a quick starting figure from your revenue and a growth goal? Try the budget planner.
What’s the difference between paid search and paid social campaigns?
Paid search (Google Ads) shows your ad to people typing a query. Paid social (Meta, LinkedIn) shows it to people browsing. Search catches demand that's already there, and social creates interest in something new.
How do Meta advertising platforms differ from Google Ads?
Google Ads shows your ad to people searching for something. Meta shows it to people by audience while they scroll Facebook and Instagram. If people already search for what you sell, start with Google. Meta reaches the people who aren't looking yet.
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