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How did iOS 14 affect Facebook tracking?

iOS 14 Facebook tracking App Tracking Transparency iOS 14 Facebook ads ATT impact Facebook iOS Facebook pixel Facebook iOS attribution iOS 14.5 tracking

Quick Answer

iOS 14's App Tracking Transparency forced apps to ask permission before tracking users. About 75% of iPhone users opted out, causing Facebook to lose its primary mechanism for identifying users across apps and websites. Facebook warned ad performance and Audience Network revenue could drop over 50%. The result was reduced remarketing pools, limited behavioral data for targeting, and broken attribution for conversions happening across devices.

Full Answer

iOS 14.5 (April 2021) introduced App Tracking Transparency (ATT), requiring apps to ask users for tracking permission. The majority said no, fundamentally changing how Facebook advertising works. What Changed Attribution Windows Shortened Before iOS 14:

  • 28-day click attribution
  • 7-day view attribution
  • Full conversion credit After iOS 14:
  • 7-day click maximum
  • 1-day view maximum
  • Limited data for opted-out users Conversion Reporting Delayed Instead of real-time conversion data:
  • Up to 72-hour delay in reporting
  • Conversions reported via Apple's SKAdNetwork
  • Aggregated, not individual-level data Fewer Reported Conversions Studies showed:
  • 15-40% drop in reported conversions
  • Small advertisers hit hardest
  • High-value niches affected more Targeting Degraded Facebook's targeting relies on cross-app data:
  • Interest targeting less precise
  • Lookalike audiences less effective
  • Retargeting pools smaller How ATT Works When an iOS user opens an app: 1. App must show Apple's permission prompt...

Sources

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