When Apple announced App Tracking Transparency (ATT) in its iOS 14 update, Facebook faced a new challenge that could limit advertisers’ platform use, hindering ad targeting and web tracking.
Why is the impact of iOS 14’s privacy rule a cause for concern for Facebook advertisers?
In essence, Apple turned off half of Facebook’s conversion tracking ability, resulting in less reliable customer data tracking. When rich data is unavailable, event tracking is neglected. This limits brands’ ability to retarget opt-out visitors and ad effectiveness.
This move has prompted businesses to adopt subscriptions and in-app payments, as well as explore other changes in app advertising. Subscriptions and in-app payments offer first-party data tracking, which is a better tracking solution. Many advertisers wonder if this will decrease overall ad performance.
So, what is the solution to iOS 14’s impact on Facebook advertising? This blog has the answer.
We will first understand the changes, how they impact your ad targeting strategy, what we mean by opt-in/opt-out visitors, and what you can do to fix this and still get good customer data.
Let’s get started!
| Note for Readers: This blog also focuses on other Apple devices that are impacted. These include iOS 14 and above, iPadOS 14, and tvOS 14+. |
Table of Contents
iOS 14 Privacy Changes and Impact on Facebook Ads
First, let’s understand what the news is and what the future holds for Meta advertisers targeting Apple users.
The ATT News Roll Out & Its Significance
In simple words, with the new App Tracking Transparency (ATT), Apple allowed its users to opt out of tracking their activity on Facebook (or any other app on the App Store). This was to protect users’ privacy and foster a safe user experience.
This meant that apps like Facebook had to ask users for explicit permission before tracking their activity across other apps and websites. Here’s how the message appears when the user installs the app:
Why does this matter for Facebook Ads?
Tracking ads was far easier because advertisers could track user behavior across apps and websites without any hassle. You could create more personalized ads that were targeted to your ideal audiences, thanks to the Meta pixel.
However, after iOS 14’s launch, the option “Ask App Not To Track” had an impact on the tracking. Many users started opting out of tracking which made it harder for Facebook pixel to track what the users were doing outside the platform.
Technically speaking, Meta’s ability to collect conversion and behavioral data via the Identifier for Advertisers (IDFA) dropped sharply. One study even revealed that in June 2021, only ~4% of Facebook users were opting in.
In the US markets, it means that the opt-out rate can often exceed 80-90%.
This drop can tell us how this must have increased the CAC (customer acquisition cost) and decreased the conversion rates.
| Also Read: What are Meta Ads and How to Set Them Up? |
The Impact on Facebook Advertisers
This shift did have a massive impact on Facebook Ads. Many advertisers witnessed a decline in their marketing efforts.
Here’s what our research has found:
- 70% of marketers were dissatisfied with their ad performance. The cause being lower sale generation, domain ownership issues, and lower clickthrough-rates. At the same time, the cost per click grew and advertisers received less engagement on promotions.
- There was a significant drop in ROAS (return on ad spend). Before iOS 14, Facebook’s ROAS was at 3.13 (Feb to Apr 2021). Post that, it dropped to 1.93 (July-Sept 2021). The percentage change reached -38.41%.
- Marketing Efficiency Rating (MER) also took a hit by –8.35%.
- Custom audiences stopped efficiently tracking high-intent users. This affected the creation of retargeting and lookalike audiences.
These stats and our analysis reveal how challenging it can be to resolve this issue. As of this year (2025), the ATT prompt still displays on the latest versions of iOS.
So, what can you do to track your ad campaigns effectively? Time to dive into the solutions.
Solutions for iOS 14 Impact on Facebook Ads
Now, we shall delve into different solutions that you can apply:
Aggregated Event Measurement (AEM)
Aggregated Event Measurement (AEM) is one of the solutions to Apple’s iOS 14 (and 14.5+) privacy changes. It lets advertisers track web and app events from users who opt out of tracking under Apple’s App Tracking Transparency (ATT).
Here’s how it works:
Under Aggregated Event Measurement, there are a few essential rules to understand:
- Each domain can only configure up to eight conversion events, so you have to choose the most valuable actions for your business carefully.
- When multiple events occur in a single user journey (for example, someone views content, adds a product to cart, and then makes a purchase), only the highest-priority event you set will be sent back to Facebook.
- Reporting for iOS users is also delayed, sometimes by as much as 48 hours, so data may not immediately reflect in Ads Manager.
- Finally, when direct tracking data is unavailable, Facebook relies on statistical modeling to estimate conversions, which means some of the results you see are based on predictions rather than exact numbers.
| Follow this guide in case your Facebook Pixel is not working. Find ways to troubleshoot the issue. |
Domain Verification
Domain verification involves verifying claim that you are the original owner of your website. You gain complete control over which conversion events can be set up under Aggregated Event Measurement for that specific domain.
When you don’t verify your domain, you can lose access to set up or prioritize Aggregated Event Measurement (AEM).
Here’s how it works:
- Your website domain should have a unique identifier. Facebook checks if it is placed on your website.
- This unique identifier can be anything: a file, a code snippet, or a DNS entry.
- After verification, Facebook will establish you as the rightful owner and let you access and configure Aggregated Events Measurement.
There are three ways in which you can verify your domain:
1. DNS Verification
This is a recommended step. In this, you add a TXT record to your website’s (domain) DNS settings. Meta analyzes the DNS record in order to confirm your ownership over the website.
2. HTML File Upload
In this, you download an HTML file, which Meta generates explicitly for your website. You then upload this file to your website’s root directory. Then, Facebook checks if the file exists to confirm your claim on the website.
3. Meta Tag Verification
Facebook generates a meta tag, which you must copy and paste into your website’s homepage <head> section. Facebook then scans your website to check the meta tag and confirm ownership.
Conversion API (CAPI)
The Conversion API (CAPI) is a server-to-server tracking method that sends web conversion data directly from your website’s server to Facebook. It complements the Pixel, which relies on browser tracking.
Here’s how it works:
- When someone takes an action on your website, such as viewing the product page or purchasing, the Meta Pixel captures that event through their browser.
- At the same time, the Conversions API (CAPI) can send the same event directly from your server.
- Now, due to Apple’s App Tracking Transparency (ATT), Meta Pixel struggles to track accurate events. This is because the ATT limits access to the Identifier For Advertisers (IDFA). It is a way for Apple to let advertisers track user behavior and ad performance. Additionally, the ATT also blocks browser-based cookies.
When users opt out of tracking, the pixel loses key identifiers, which results in data loss and lower conversions.
To fix this, the Conversion API (CAPI) steps in by sending events directly from your server to Meta’s servers (server-to-server connection). While doing so, it bypasses the browser restrictions and uses first-party data to match conversions to ads. All this is done by not using client-side cookies and IDFA.
There are 3 ways you can set it up:
- Partner Integrations
This means connecting Facebook to different e-commerce and CMS platforms. You can integrate with platforms like Shopify, WooCommerce, Magento, Wix, and more. It requires no coding, just following a few steps and connecting your e-commerce platform accounts to Facebook.
To use partner integrations, follow these steps:
- Go to Events Manager in Facebook Business Manager.
- Choose Add Events > From a Partner Integration.
- Select your platform (e.g., Shopify).
- Log in to your platform and connect it to Facebook.
- Follow the guided steps to sync Pixel and CAPI.
2. Manual Setup via Facebook Events Manager
You basically create the Conversion API within the Events Manager. You manually configure server events to be sent to Facebook using access tokens and event IDs.
- Go to Events Manager > choose your Pixel.
- Next, select Settings > Conversion API > Generate Access Token.
- Copy the access token. It is used for authenticating your Facebook server.
- You can use Facebook’s event setup tool or connect through a backend system (e.g., Zapier, Google Tag Manager server-side, or custom backend).
3. Custom Server-Side Integration
This is slightly more technical than the other two steps and requires coding knowledge. It is best to hire a developer for this.
The developer programs your server to send event data, such as purchases, leads, and signups, directly to Facebook’s Conversion API.
This usually requires setting up the server through Node.js, Python, PHP, etc. The server then sends data to Facebook. This data can contain event name, ID, customer contact, and phone number (hashed). The system matches events to users and reports them back in Ads Manager.
Event Prioritization
Event prioritization is part of Aggregated Event Measurement (AEM). In this, you need to choose which event matters most because only one event per session is reported for iOS users.
It ensures that the most important event, such as a Purchase event, is tracked if multiple events occur. It also lets Facebook optimize your ad campaigns.
In order to set it up, follow these steps:
- Go to Events Manager > Configure Web Events.
- Select up to 8 events per domain.
- Drag and drop events into a priority order (Purchase > Initiate Checkout > Add to Cart > View Content).
Value Optimization
Value Optimization is a campaign setting that tells Facebook to focus on the value of purchases, not just the number of conversions. Instead of treating all buyers the same, it aims to find customers who are likely to spend more.
For example, someone who spends $250 rather than $30. This approach can help improve return on ad spend and is especially useful for businesses that sell products at different price points.
How does it work:
Facebook assigns a value range to each purchase event, which helps the system predict a customer’s potential spending.
It then uses this information to optimize your ads toward individuals more likely to make high-intent purchases.
Follow the following steps to set it up:
- Create a Sales campaign in Ads Manager.
- Next, select “Purchase” as the event.
- Under optimization, select “Value” instead of just “Conversions.”
| Further Reading: Understand Advanced Matching in Facebook Pixel in detail. |
Broader Attribution Windows
An attribution window is the time frame in which Facebook can credit a conversion, like a purchase, lead, or signup, to an ad interaction. Before iOS 14, Facebook’s default was 28-day click, 1-day view, meaning conversions up to 28 days after a click could be credited.
Following Apple’s tracking restrictions, Facebook reduced attribution windows since long-term cross-device tracking became less dependable. The current default is a 7-day click and 1-day view window.
Here’s how it works:
If someone clicks your ad and makes a purchase within 7 days, Facebook counts the sale. If they buy after 7 days, it won’t be tracked. If they only saw the ad but bought within 1 day, the purchase is still counted under view attribution.
In order to make this work for you, match your attribution window to your buying cycle. Use 1-day click for products with quick purchase decisions, and 7-day click for higher-value items or purchases.
Here’s how you can implement it:
- In Ads Manager, go to the Ad Set level.
- Under Optimization & Delivery > Attribution Settings > Choose your preferred window.
- You can also compare performance across different attribution windows in Ads Manager reporting.
Leverage Other Campaign Objectives
Create campaigns to measure engagement and traffic, rather than relying solely on conversion-based objectives. When tracking is limited, using engagement campaigns can help. In this situation, creatives, brand value, and engagement matter more.
Check Meta & Apple’s Latest Updates
It is important to stay up-to-date with Meta and Apple’s policies and changes so that you are always in the loop and don’t miss out on anything crucial.
You must adapt to Apple’s changes (CAPI, AEM) and Meta’s internal policy updates just to keep your ads running and your account from being suspended.
Broaden Audience Targeting
When a high number of users opt out of tracking, Meta’s algorithm struggles to find enough high-converting users within a small custom or lookalike audience.
By broadening your targeting, you give Meta’s machine learning systems more data and a larger pool of potential customers to analyse.
For example, you can use simpler interest groups or let Meta’s AI optimize for a broader region/location. This way, it also helps the Advantage+ systems to find a suitable audience group for your campaigns.
| Also Read: An Ultimate Guide to Meta Advantage+ Sales Campaigns What Is Meta Advantage+ Audience and When to Use It Meta Advantage+ Catalog Ads: A Guide For Meta Advertisers |
Conclusion
While the challenge persists, new pathways have made tracking accessible. By adapting to these changes and refining strategy, advertisers can still run effective campaigns, improve performance, and stay prepared for the future of privacy-focused advertising.
Now, let’s look at the key takeaways:
- Apple’s ATT lets users opt out of app tracking across websites and apps.
- Aggregated Event Measurement (AEM) limits tracking to 8 events per domain, only the top event per session is reported, with delayed data.
- Domain verification is required to control event tracking (via DNS, HTML upload, or meta tag).
- Conversions API (CAPI) sends data directly from servers to Facebook, filling gaps left by Pixel. It can be set up via integrations, manual setup, or custom coding.
- Event prioritization helps choose which event matters most (e.g., Purchase > Add to Cart).
- Value Optimization lets ads target higher-spending customers to improve ROAS.
- Shorter attribution windows (default 7-day click, 1-day view) mean advertisers must align with their buying cycle.
- Focus on engagement and traffic campaigns when conversion tracking is limited, shifting emphasis to strong creatives and brand value.
- Regularly monitor Meta and Apple’s policy updates to ensure continuous compliance and avoid missing crucial changes.
- Implement essential tracking adaptations like Meta’s CAPI (Conversions API) and AEM (Aggregated Event Measurement) to prevent ad suspension and maintain basic tracking.
- Broaden audience targeting to overcome data scarcity, as limited tracking makes it harder for Meta’s algorithms to efficiently find high-converting users in small segments.
- Utilize simpler interest groups or broader geographic regions to provide Meta’s machine learning with a wider data pool for more effective optimization.
FAQs
How does iOS 14 handle privacy?
iOS 14 introduced App Tracking Transparency, which requires apps to ask users for permission before tracking their activity across other apps and websites.
How did iOS 14 impact app developers?
App developers had to adjust to limited access to user data, making it harder to track performance and personalize ads. They also had to rely more on aggregated and anonymized data for reporting.
What are the changes in SKADNetwork campaigns?
SKADNetwork campaigns are now limited in the number of campaigns and ad sets that can run. Data is delayed, aggregated, and less detailed, focusing on privacy while still allowing for performance measurement.
Can I still access data from the old attribution windows?
Yes, you can still access data for 28-day click, 28-day view, and 7-day view attribution windows through Supermetrics. But only for campaigns that started before January 19, 2021.
How does attribution affect Supermetrics reporting?
Supermetrics reflects the attribution values set by the Facebook API, so the data shown matches the attribution settings allowed for each campaign.
What is a UTM code for after iOS 14?
UTM codes still work after iOS 14 for tracking traffic in tools like Google Analytics. But they can’t track detailed conversion data from individual users due to Apple’s privacy limits.
Do I need to keep the HTML file on my website after verification?
Yes, it’s best to keep the file in place even after Facebook verifies your domain. If you remove it later, Facebook may not be able to confirm ownership in the future, and you could lose verification status.
Can Conversion API track offline events too?
Yes. Unlike the Pixel, which only tracks online browser activity, CAPI can also send offline data, such as in-store purchases, call center leads, or CRM events, directly to Facebook for better attribution.
How do I prevent duplicate events when using Pixel and Conversion API?
You need to enable event deduplication. This means assigning a unique event ID so Facebook can recognize and merge duplicate events from the Pixel and CAPI instead of counting them twice.
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