There is no doubt that iOS 14.5 has impacted advertising, especially on the reporting and attribution side. After seeing a small decline (~12%) in performance immediately following its implementation, we have been able to normalize our results and continue to get wins.
While B2B lead generation was relatively untouched, the biggest challenge iOS 14.5 presented was with app campaigns, e-commerce & Meta advertising.
With app campaigns, we give iOS ad sets a bit more time to collect data and watch blended metrics for changes.
With e-commerce, we work to find the source of truth that is tied best with your overall performance and our decision-making. This might be looking at attribution tools like Northbeam or TripleWhale, using UTM last click, or setting up “how did you hear about us” surveys.
All we know is that since iOS 14.5, we have continued to grow brands, solve problems, and communicate exactly what we are seeing. If you’d like to see how we could help you, let’s hop on a
call.