- Before the new iOS feature was rolled out, media buyers reported that Facebook could capture as much as 95 percent of sales made on their clients’ sites. Now, many media buyers are reporting that Facebook is capturing only 50 percent of sales. One buyer reports that, with one client, just 3 percent of sales are showing up in Facebook’s ad manager.
I think this is how you make me like Apple. Rich eating the rich.
Let's not get carried away. One need only internalize that for one third of the FAANG, "users" and "customers" are not the same. If Apple is the butcher, you're the housewife buying chops for Sunday dinner. If Facebook is the butcher, you're the chops.
The view from the other side is fascinating. Our app marketeer is looking into attribution solutions, which in its simplest form is about keeping score of the number of users who go from ad to app install, and in the most complex form is about tracking people wherever they might see your product and figuring out which one of those touchpoints lead people to convert. A sales rep of one of the top-3 in the field was like "yeah iOS 15 is a total bitch, and you might be worried about opt-in rates of under 20%, but don't worry! we gotcha. we're gonna do Probabilistic Attribution, aka just fucking guessing based on metadata. nooothing to worry about."