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Why Your Facebook Ad ROAS Plummets After iOS 14.5
Description
Episode 28 of Performance Marketing with Fexingo tackles the elephant in the room: Apple's App Tracking Transparency (ATT) framework and how it shattered Facebook ad performance after iOS 14.5. Lucas and Luna break down why traditional pixel-based optimization broke, how the 'Aggregated Event Measurement' model capped conversions at 8 per campaign, and why ROAS on iOS traffic dropped 30-40% for many e-commerce brands. They explore the shift to server-side tracking, the rise of modeled conversions, and a concrete case: a direct-to-consumer mattress brand that rebuilt its Facebook strategy around first-party data. No theory—just actionable numbers and real attribution math. If you're spending on Meta ads, this episode is your playbook for the post-iOS world.