How iOS 14.5 Broke Facebook Ads and How We Fixed It

With the release of iOS 14.5, Apple introduced App Tracking Transparency (ATT) – a major privacy update that forced all iOS apps to ask for user permission before tracking behaviour across apps and websites, making iOS 14.5 Facebook tracking nearly impossible. When given a choice, most users choose to decline being tracked, which results in:

• Blocked access to the Identifier for Advertisers (IDFA)

• Breakage of traditional attribution methods for platforms like Facebook Ads

• Harder optimization of ad campaigns based on real results

Thus, marketers lose visibility into conversions, especially on iPhones, creating a loss of valuable data. This loss of data can be equivalent to as much as around 40% of the conversions, and one’s advertising is only as good as the data it relies upon. It is therefore crucial to regain this lost data in order to accurately optimize one’s advertisement and ad spend to increase conversions and growth.

How iOS 14.5 Impacts Facebook Ads Attribution

Facebook (now Meta) relied heavily on IDFA to attribute app installs, purchases, and other conversions. With ATT in place, this becomes almost impossible on iOS devices as most users choose to opt out. As a consequence of this:

• Conversions from iOS users go untracked or misattributed

• Attribution windows shrink (e.g. from 28-day to 7-day click)

• Reporting is delayed, aggregated, and often inaccurate

• Retargeting audiences shrink, impacting performance

Furthermore, a common misconception is that the Facebook pixel will remedy this loss of data and become a good solution for “iOS 14.5 Facebook tracking”, which is not the case. The Facebook pixel struggles to:

• Track users accurately on Safari and iOS

• Pass first-party cookies consistently

• Attribute events to the correct campaigns

Thus, your return on ad spend (ROAS) may appear lower than it actually is – leading to inaccurate bad optimization as it is done on inaccurate data.

Digger: A Modern Attribution Tool for a Post – iOS 14.5+ World

At Digtective, we built the conversion tracking tool called Digger to solve the exact attribution problems caused by new privacy regulations and solutions such as iOS 14.5+, Safari restrictions and GDPR.

How Digger Works:

✅ Server-Side Tracking which is GDPR Compliant

Instead of relying on browser-based pixels, Digger sends conversion data directly from your server to ad platforms like Meta. This bypasses client-side blocks and ensures conversions are captured. Digger is also cookieless and GDPR compliant, removing the stress of heavy fines and social scrutiny.

✅ First-Party Attribution

Digger uses other privacy-compliant identifiers to match conversions – even when IDFA or cookies aren’t available.

✅ Real iOS Visibility

You’ll finally know what’s working on iOS again. Digger shows which campaigns drive real purchases – including those invisible to pixel tracking.

✅ Easy Meta Ads Integration

Digger integrates natively with the Meta Conversions API, so you can restore tracking accuracy without developer headaches.

With the use of Digger, marketers can finally regain the ability to accurately track conversions and optimize their ad spend. Identify the ads that are profitable and the ones that aren’t. Cut the unprofitable ads and reallocate the ad spend to the ads that do work to increase your growth and scale faster. Your ads are only as good as the data that they are based upon!

Who Needs Digger?

Digger is a tracking tool suitable for all marketers eager to scale and increase their growth. In terms of iOS, If you’re doing any of the following, you’ll benefit from Digger’s iOS tracking solution:

• Running Facebook or Instagram Ads to drive sales

• Managing a WooCommerce or Shopify store

• Losing conversion visibility from iOS or Safari users

• Using tools like PixelYourSite, but still seeing gaps

To conclude – This is How to Fix Your iOS Tracking and Get Attribution Back

Here’s what you should do today:

1. Stop relying only on browser-based pixels
   
2. Implement server-side tracking with Digger
   
3. Verify your events in Meta Events Manager
   
4. Monitor iOS conversions and ROAS again with confidence
   

Apple’s privacy updates have changed digital marketing forever, and they’re here to stay! However, this doesn’t mean that you have to fly blind! With Digger, you can reclaim visibility into your ad performance, optimize your ad spend and scale with confidence, all while simultaneously staying cookieless and GDPR compliant.