How Apple’s Privacy Changes Impact Facebook & Meta Ads and How to Adapt

Apple has introduced major privacy changes across recent iOS updates, starting with App Tracking Transparency (ATT) in 2021. These updates give users more control over their data and limit how apps like Facebook and Instagram can track activity and measure advertising results. With more than 40% of New Zealand mobile users on Apple devices, understanding these changes remains vital for any business advertising online.

What Are Apple’s Privacy Changes?

Apple’s App Tracking Transparency (ATT) framework requires all apps to ask users’ permission before tracking their activity across other apps and websites. New privacy features are now standard in every recent iOS version—meaning almost all iPhone and iPad users see an “Allow tracking?” prompt for each app.

Most Apple users opt out of tracking, which means less data is shared with advertising platforms.

How Do These Changes Affect Facebook & Instagram Advertisers?

The ongoing privacy changes on Apple devices have a real impact on how Meta Ads (Facebook and Instagram) work:

• Smaller Remarketing & Custom Audiences: Fewer users can be tracked, so your website custom audiences and lookalike audiences will be smaller and less accurate.
• Reduced Ad Personalisation: As more people opt out, Facebook has less data to target users with relevant ads.
• Conversion Tracking Limitations: There’s a cap on the number of conversion events you can optimise for (up to 8 per domain).
• Delayed & Less Complete Reporting: Conversion data from Apple users is often delayed and may be under-reported, impacting how you measure campaign success.
• Changed Attribution Windows: You’ll see results based on shorter attribution periods (for example, 7-day click/1-day view).

What Should Advertisers Do Now?

1. Review and Verify Your Domain in Meta Business Manager: Domain verification is essential to continue tracking website events and conversions.
2. Prioritise Conversion Events: Decide which actions (e.g. purchases, lead forms) are most important to your business. You can optimise for up to eight conversion events per domain.
3. Adapt Your Audience Strategy: Expect smaller and less reliable remarketing lists. Expand your focus to broader targeting options and keep experimenting with new creative approaches.
4. Adjust Your Expectations and Reporting: Results will be less immediate and less complete. Rely on blended data from multiple sources (Meta, Google Analytics, CRM), and focus on broader marketing metrics.
5. Test and Diversify Your Channels: Don’t rely solely on Facebook/Instagram. Leverage other channels (Google Search, email marketing, LinkedIn, Bing, Google Display, etc.) to reach your audience.

Google Ads: Note on Apple Users

Even Google Ads are affected—Apple privacy changes limit the sharing of click and conversion data for campaigns targeting iOS devices, especially on Google’s own apps and display network.

The Bottom Line: Privacy-First Marketing Is Here to Stay

Apple’s privacy moves signal a permanent change in the digital advertising landscape. These updates continue to evolve—and businesses must adapt strategy to focus on content quality, creative variety, and broader measurement approaches.

If you need help navigating these changes, updating your Facebook/Meta ad strategy, or want to understand how to best measure results in a privacy-first world, contact Adhesion. We’re here to help you keep advertising effectively—no matter how privacy rules change.