Apple’s iOS 14 update introduced the App Tracking Transparency (ATT) framework, which requires apps — including Facebook — to ask users for permission before tracking them across other websites and apps.

Most users say no.  This caused a significant drop in Meta Pixel data. Without this tracking data, Facebook’s ad algorithm struggles to find the right audiences, conversion numbers fall, retargeting pools shrink, and ROAS (Return on Ad Spend) looks worse than it really is. 

What you lose:

website custom audiences become much smaller, Standard Events are under-reported, and campaign learning phases take longer. 

What to do:

First, verify your domain in Meta Business Manager. Then set up Aggregated Event Measurement (AEM), which allows you to track up to 8 conversion events per domain in a privacy-preserving way. Prioritise your most important conversion events.  Most importantly, implement the Meta Conversions API (CAPI). CAPI sends event data server-to-server, completely bypassing iOS restrictions.

Use first-party cookies where possible to extend cookie duration in Safari.  Seers.ai’s server-side tagging sends reliable, consent-based conversion data to Meta via CAPI — recovering much of the data that iOS 14 and browser restrictions have taken away.