Facebook Warns It Is 'Underreporting' iOS Advertising Results Amid Apple Privacy Changes

Facebook said it believed actual conversions such as sales and app downloads are higher than reported..

Facebook Warns It Is 'Underreporting' iOS Advertising Results Amid Apple Privacy Changes

Facebook and the larger digital advertising industry continues to grapple with the privacy controls

Highlights
  • Facebook estimates it is underreporting "conversions"
  • Facebook fought back against the changes
  • Facebook previously warned investors that there would be "greater impact"

Facebook said on Wednesday it is underreporting the results of its advertising business on Apple iOS devices, acknowledging that recent privacy changes from the iPhone maker have made it more expensive and difficult for brands to advertise on Facebook. Shares of the social media giant were down 3.7 percent at $344.32 (roughly Rs. 25,390) in morning trading.

Facebook said in a blog post it estimates it is underreporting "conversions," an industry term that includes buying of products or other actions a person takes after seeing an advertisement, by 15 percent, adding that the figure varied among individual advertisers.

Facebook said it believed actual conversions such as sales and app downloads are higher than reported.

The announcement comes as Facebook and the larger digital advertising industry continues to grapple with the privacy controls implemented by Apple in April, which are designed to limit digital advertisers from tracking iPhone users for advertising purposes without their consent.

Facebook fought back against the changes, arguing it would hurt small businesses that rely on targeted advertising to find new customers.

The social media company previously warned investors that there would be "greater impact" of the Apple changes on Facebook's ad business during the third quarter compared with its second quarter.

In Wednesday's blog post, Facebook outlined steps advertisers should take to better measure the results of their ads. The company said it is investing in new tools and capabilities to help brands with their marketing amid the Apple changes.

© Thomson Reuters 2021


This week on Orbital, the Gadgets 360 podcast, we discuss iPhone 13, new iPad and iPad mini, and Apple Watch Series 7 — and what they mean to the Indian market. Orbital is available on Apple Podcasts, Google Podcasts, Spotify, Amazon Music and wherever you get your podcasts.
Comments

For the latest tech news and reviews, follow Gadgets 360 on Twitter, Facebook, and Google News. For the latest videos on gadgets and tech, subscribe to our YouTube channel.

Further reading: Facebook, Apple, iOS
Apple Bars Epic's Fortnite Barred From App Store Until All Court Appeals End
Fantastic Beasts: The Secrets of Dumbledore Will Release April 15, 2022

Related Stories

Share on Facebook Tweet Snapchat Share Reddit Comment
 
 

Advertisement

Advertisement

© Copyright Red Pixels Ventures Limited 2021. All rights reserved.
Listen to the latest songs, only on JioSaavn.com