A former Facebook manager launched a new company and started advertising on the social network. She found a massive drop in ad effectiveness from Apple's recent privacy crackdown.
The effectiveness of crucial types of marketing campaigns dropped by almost half, her company found.Apple's new privacy controls are having such a marked effect on Facebook advertising that even a former employee of the social media giant is questioning whether it's worth continuing to advertise through the platform.
Her findings, published in a recent report, suggest that Apple's recent privacy crackdown is disrupting Facebook's advertising business more than expected. The new rules force apps on Apple devices to ask permission before tracking users' activity across other apps and websites. Most users deny this access, giving Apple sole access to valuable data that can be used for ad targeting, measurement, and attribution — the lifeblood of app-marketing campaigns.
Compared to the same period in 2020, when VFP ran similar campaigns, the company saw impressions on iOS devices from its Facebook conversion campaigns drop to 36% from over 64%. "Apple's privacy framework has caused Facebook's ad delivery algorithm to suppress conversion campaign delivery to iOS devices," the report concluded.
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