iOS 14 / App Tracking Transparency
Also known as: ATT, App Tracking Transparency, iOS Privacy Changes
iOS 14's App Tracking Transparency requires apps to ask users for permission before tracking them, which sharply reduced the data Meta can use for ad targeting and measurement.
What it actually means
Apple's App Tracking Transparency framework, introduced with iOS 14.5, forced apps including Facebook and Instagram to show a prompt asking each user for permission to track them across other apps and websites. Most users declined, cutting off a large stream of the signal Meta relied on for targeting, optimization, and attribution. The result was less accurate reporting, delayed and modeled conversion data, smaller retargeting audiences, and generally higher costs as the algorithm lost visibility. The industry's response has been to rebuild measurement on first-party data and server-side tracking through the Conversions API, and to rely more on Meta's modeled, aggregated reporting rather than precise per-user attribution.
If your lead tracking got worse and costs rose around 2021, iOS 14 is likely why. Installing the Conversions API and capturing first-party data are the standard fixes.
Related terms
The Conversions API sends conversion events to Meta directly from your server, supplementing the browser pixel for more complete and reliable tracking.
Attribution is the process of crediting conversions to the ads, clicks, or impressions that led to them, determining which marketing earned the result.
First-party data is information you collect directly from your own customers and prospects, such as email addresses, phone numbers, and purchase history.
The Meta Pixel is a snippet of code on your website that tracks visitor actions and sends them back to Meta for measurement and ad optimization.
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