Does iOS privacy affect Facebook ad tracking?
Short answer
Yes. Apple’s App Tracking Transparency means many iPhone users opt out of tracking, so Meta sees fewer conversions directly and models some of them. Using the Conversions API and focusing on blended results reduces the impact.
Keep reporting expectations realistic: some sales will not be attributed to any ad even though ads drove them.
Strong first-party data, such as email and phone numbers captured with consent, helps matching and retargeting.
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Answered by ScaleInbox · Reviewed by Shubham Vishwakarma, founder