Apple's iOS 14.5 update introduced App Tracking Transparency, significantly impacting Meta advertising.

What Changed

Users must now opt-in to tracking on iOS devices. Most users opt out, meaning:

  • Pixel tracking is less reliable on iOS
  • Attribution windows shortened
  • Audience sizes decreased
  • Optimisation data reduced

Impact on Advertisers

View Impact Summary

Conversion Tracking: Underreported by 15-40%
Audience Building: Smaller retargeting pools
Optimisation: Less data for algorithm
Attribution: Default 7-day click, 1-day view

How We Adapt

  • Implement Conversions API for server-side tracking
  • Use broader audiences to maintain scale
  • Focus on first-party data (email lists, CRM)
  • Adjust attribution expectations
  • Test aggregated event measurement