Since Apple’s App Tracking Transparency rollout, many advertisers see Meta reporting fewer conversions than actually happened — creating false alarm that campaigns “stopped working” when they didn’t.
What Changed
- iOS users can opt out of tracking, so Meta’s pixel can’t see everything anymore
- Attribution windows shrank (from 28-day click to shorter defaults)
- Conversion data now arrives with delay via Meta’s Conversions API instead of instantly via pixel
How to Adapt
- Set up Conversions API alongside your pixel — it sends data server-side and isn’t blocked by iOS settings
- Verify your domain in Meta Business Manager so aggregated event measurement works properly
- Stop comparing today’s numbers to pre-2021 benchmarks — the measurement baseline itself changed
- Use your CRM’s own lead source data as a sanity check against what Meta reports
Your campaigns likely aren’t underperforming as badly as Ads Manager shows — the reporting is undercounting, not the results.
Not sure your tracking is set up right? See our performance advertising services or get in touch.