Facebook Ads iOS14.5 Case Study & Recovery Action Plan

iOS14 Case Study


Key Highlights (plus link to the free action packed eBook)

(updated February 2022)

  1. Adapt for 8 conversion events and why this is essential
  2. How to use Domain Verification to your advantage
  3. Dealing with Further Reporting Loss
  4. New Traffic Opportunities
  5. Why The Facebook/Meta Algorithm Prefers Marketing Basics
  6. Direct to Consumer (D2C) Going Beyond Clicks & Conversion
  7. Agencies: Be The Hero Your Clients Need
  8. Grab The Case Study & See What We Did To Find Over $7M In Lost Sales Whilst Scaling

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9 thoughts on “Facebook Ads iOS14.5 Case Study & Recovery Action Plan”

  1. Really appreciate you putting so much thought and research into this. Read it from cover-to-cover as soon as you emailed it.

    I do have a question. A lot of the talk has been about ATT’s impact on Audience Network, app install campaigns, etc. Which is concerning even though I’m not an app developer (some of my best returns have been from Audience Network on my web campaigns).

    But even further, this is devastating even to basic retargeting, right? You mentioned this a couple times but just wanted to clarify. If someone comes to my site organically and gets tracked via cAPI, I still won’t be able to retarget them on Facebook if they turn off tracking within the Facebook app, right?

    • Thanks Jason. Yes in short, if they opt-out of tracking on iOS14 in the Facebook app, then Facebook cannot link the user’s advertiser ID on their phone to their ID in Facebook’s database which means you’ll be unable to retarget them on their iPhone.
      To confuse things more, Facebook advised in a recent webinar it means they’ll also opt-out of non-iOS tracking (e.g. if they’re on a desktop browser) – I personally don’t think this is correct but if Facebook believes this is what Apple intends then that’s their decision. Facebook is yet to publicly confirm this and we’ll update the guide if and when they do.

  2. I think specifically international markets are going to have a major hit because of the market share apple holds. However, in India, the % of market share of apple devices is around 4% max which should not impact a lot data. Thoughts?

    • It’s a valid point that different markets will be hit in different ways. We understand South America also has fewer iPhone vs Android users too.

  3. Hi Depesh,
    I’ve just finished listening to your interesting conversation with Curt Maly on FB (https://www.facebook.com/watch/live/?v=1570921289771366&ref=watch_permalink).
    I’m facing one of the problems you’ve been pointing out. Let’s say I’m running an ecommerce domain (www. e c . xyz) where multiple clients sell on.
    Due to the domain’s architecture, ALL clients share the same root and are identified only by url parameters (e.g. www. e c.xyz?client_id=1).
    Do you see any solution at all on how give all of them who advertise on FB the chance to verify our domain for their campaigns?

    Thank you very much for your point of view on the matter,



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