target audience. This means cold audiences are targeted at top of funnel, and warm audiences (those who have engaged with the brand in some way), and retargeted to at middle and bottom of funnel. These warm audiences, and retargeting, is where we have seen the greatest impact from the iOS14.5 update.

Prior to the update, Facebook Marketers could create unlimited Facebook Pixel Events. This meant audiences could be retargeted based on numerous behaviors, from visiting a website, to time spent on a product, adding a product to cart, clicking on a button, and so many more.

Post iOS14.5, pixel events were limited to 8 events only. Some of the campaigns we reviewed had over 60 audiences and granular campaigns set up based on previous events. This stopped upon the update, in some cases reducing retargeting audiences by 70%, of which 96% of that audience had opted out of tracking.

Data highlights from the study conclusively showed that: A staggering 100% have been negatively affected by the Apple iOS14 update. Apple devices reported no less than a 30% drop in retargeting sales from Facebook Advertising over 8 months Depending on the industry, the highest reported drop in Facebook sales…