Due to Apple’s iPhone Privacy Upgrade, Facebook Claims It Underreported Ad Performance
In a blog post, Facebook informed advertisers that it had underreported ad effectiveness on iPhones. This is due to privacy changes implemented by Apple to its iOS operating system.
Apple’s update required iPhone and iPad users to opt into being tracked when launching an app for the first time. Facebook and other apps utilize specialized tracking to provide more targeted adverts to users.
Facebook has stated that it is already striving to improve ad performance measurement, particularly by boosting investments in reporting gaps in advance of the holiday season.
Key takeaways:
- Facebook calculated that it underreported online conversions on Apple’s iOS by around 15% in the third quarter.
- Facebook CFO David Wehner warned of the possible impact of the iOS changes, saying he expected the changes to have a more substantial effect in the third quarter.
- Meanwhile, Facebook suggested that advertisers take a few steps to understand their ad success better.