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As digital advertisers, the reality is that we are all at the mercy of the larger technology landscape. Apple is one of the organizations whose moves can make a big impact on the overall advertising ecosystem. They rolled out the new App Tracking Transparency<\/a> prompt on April 25th, 2021, as part of the release of iOS 14.5<\/a>. Facebook advertisers everywhere had questions about their future – but were ultimately relieved. The effects of iOS 14.5 felt cosmetically different but performance overall was relatively stable.<\/p>\n In the beginning it only looked like Facebook’s reporting shifted dramatically. For example, measurement was attributed differently: to the day of conversion instead of the day of impression. Additionally, the ability to look back at longer windows was removed as well as breakdowns for demographics like age and gender.<\/p>\n Even with these reporting changes, though, performance remained relatively consistent and some advertisers breathed a sigh of relief. Maybe these new changes would offer only a mild inconvenience?<\/p>\n Anyone who was hoping for the same outcome following the iOS 14.6 release is likely to be disappointed. The release happened on June 3rd, 2021, and we began to notice Facebook advertising performance degrade seriously across our client accounts. Some of our clients saw their customer acquisition costs increase by as much as 50% overnight!<\/p>\n What made the release of iOS 14.6 so dramatically different and why did it impact Facebook this time in a way that the release of iOS 14.5 did not?<\/em><\/p>\n Although Apple typically releases an automatic update when they roll out a new version of iOS, that wasn\u2019t the case for version 14.5. Instead, Apple slowly rolled out 14.5. It took Apple nearly one month for 20% of their user base to upgrade to iOS 14.5 as a result.<\/p>\n [\/et_pb_text][et_pb_code _builder_version=”4.9.4″ _module_preset=”default”]<\/p>\n iOS 14.6 is a Different Story for Advertisers<\/h2>\n