How to Run Profitable Meta Ads After iOS Privacy Changes

The iOS privacy changes were supposed to kill Facebook advertising. Two years later, brands that adapted are seeing some of their best returns ever. Here's what actually works now.

The Post-ATT Landscape

When Apple rolled out App Tracking Transparency, the advertising world panicked. And honestly, the first few months were rough. CPMs spiked, attribution became murky, and many advertisers pulled back.

But here's the thing — the advertisers who stayed and adapted are now reaping the rewards of reduced competition and smarter strategies.

What We Changed

1. Broad Targeting Over Micro-Segments

The old playbook of stacking interest-based audiences doesn't work like it used to. Meta's algorithm has gotten significantly better at finding buyers when you give it room to breathe.

We've moved most clients to broad targeting with:

• Age and gender constraints only when product-relevant
• Geographic targeting for local businesses
• No interest stacking — let the algorithm do its job

2. Creative Is the New Targeting

When you can't micro-target, your creative becomes your targeting mechanism. The right ad shown to a broad audience will naturally attract the right buyers.

Our creative framework:

• Hook in the first 2 seconds — pattern interrupt or bold claim
• Problem-agitate-solve structure for the body
• Clear, single CTA — don't give options
• UGC-style content outperforms polished brand content 3:1

3. Server-Side Tracking

If you're still relying solely on the Meta Pixel, you're flying blind. We implement Conversions API (CAPI) for every client, which typically recovers 20-30% of lost conversion data.

The setup involves:

• Server-side event tracking through CAPI
• Deduplication with browser events
• Enhanced match parameters (email, phone, etc.)

The Results

For our e-commerce clients, these changes have resulted in:

• 35% lower CPAs compared to pre-iOS averages
• 4.2x average ROAS across the portfolio
• 60% improvement in reported attribution accuracy

Bottom Line

The brands winning on Meta right now aren't the ones with the biggest budgets — they're the ones with the best creative and the smartest measurement setup. If you haven't adapted your strategy since the iOS changes, you're leaving money on the table.

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