In This Articl
ata on the State of
Summary of iOS 14, Privacy Updates & Facebook
What You Ne to Do as an Ecommerce Brand to Optimize Post Apple’s iOS 14
Closing Questions on the Future of Facebook Ad Performance
What Is Apple’s iOS 14 Privacy and Data Use Update?
How Will iOS 14’s New Policy Affect Facebook Ad Campaigns & Ad Sets?
Apple’s iOS 14.5 update has arriv. And with it, a flood of changes to Facebook Ads Manager.
Not to mentionuncertainty, confusion
This article contains everything we know about. The new iOS changes — as well as their impact on Facebook advertising and ecommerce trends. But, let’s cut to the chase …
Data on the State of Ecommerce & Online Advertising
As an index, we’ve compil data from ~200 ecommerce brands totaling +$5.9 billion in online revenue over the last two years.
Those businesses are drawn from Statlas — our proprietary ecommerce growth tool; they represent Common Thread Collective (CTC) clients, ADmission members, and Statlas users.
All metrics have been standardiz to Facebook’s default attribution.
Big Picture: Year-over-Year
For clarity, the following charts represent trailing 12-month YoY data. Each metric is also calculat for the three months before cabo verde email list 235 contact leads iOS 14.5’s release (Feb.–Apr. 2021), and three months after (July–Sept. 2021), excluding May and June 2021 to account for iOS 14.5’s rollout.
Average Facebook Report ROAS
Facebook ROAS 2020–21: 2.56
Facebook ROAS 2021–22: 2.11
Facebook ROAS YoY %-change: -17.71%
iOS 14.5 Effect on Facebook Report ROAS
Pre-iOS Facebook ROAS (Feb.–Apr. 2021): 3.14
Post-iOS Facebook ROAS (July–Sept. 2021): 1.87
Pre vs Post Facebook ROAS %-change: -40.48%
Ecommerce Facebook ROAS 12-Month fastly – best for re Rolling YoY
Average Marketing Efficiency Rating (MER)
MER = total revenue ÷ total ad spend; often be numbers referr to as “blend” ROAS.
MER 2020–21: 5.03
