--- title: Facebook's Advice for Improving Ad Performance in the Privacy-Era description: Facebook issues guidance and reassurance to marketers looking to improve campaign results in the face of Apple's increased privacy measures. Learn more. image: https://web3growthassociation.com/hubfs/brett-jordan-tWX_ho-328k-unsplash.jpg --- [![MGA Logo_Horizontal-Color-434px](https://web3growthassociation.com/hs-fs/hubfs/MGA%20Logo_Horizontal-Color-434px.png?width=217&height=26&name=MGA%20Logo_Horizontal-Color-434px.png "MGA Logo_Horizontal-Color-434px")](https://web3growthassociation.com/) Open Search Events [MGS 22 Las Vegas](https://events.bizzabo.com/358800) [Executive Connect](https://events.bizzabo.com/executiveconnect) [Women Of The Year Awards 2022](https://widgets.mobilegrowthassociation.com/events/mgs-22/page/2031094/women-of-the-year-awards) [See All Events](https://web3growthassociation.com/events) [APPLY TO SPEAK](https://web3growthassociation.com/speaker-application) APPLY TO SPONSOR Webinars & Webcasts [MGA Webinars](https://web3growthassociation.com/webinars) [APPLY TO SPEAK](https://web3growthassociation.com/speaker-application) APPLY TO SPONSOR Podcasts [Fintech Growth Talk](https://web3growthassociation.com/fintech) Channels [User Acquistion](https://www.mobilegrowthsummit.com/all-media?ua) [Retention & Engagement](https://www.mobilegrowthsummit.com/all-media?re) [Artificial Intelligence](https://www.mobilegrowthsummit.com/all-media?ai) [Monetization](https://www.mobilegrowthsummit.com/all-media?monetization) [LTV](https://www.mobilegrowthsummit.com/all-media?ltv) [Mobile Gaming](https://www.mobilegrowthsummit.com/all-media?gaming) [See All Media](https://web3growthassociation.com/all-media) [SUBMIT ARTICLE IDEA](https://share.hsforms.com/1qyaCXBsCRHyus5ftkoqRXw34v9x?__hstc=17895014.67ed4e0440429f7fd858dbdaa6017f42.1596082292944.1610407079532.1610469949158.104&__hssc=17895014.1.1610469949158&__hsfp=555322576) [Industry Jobs](https://careers.mobilegrowthassociation.com) [Join Now](https://web3growthassociation.com/membership) Open Search Close Search [  iOS 15: A Round-Up of the Biggest Changes for App Marketers](https://web3growthassociation.com/blog/ios-15-a-round-up-of-the-biggest-changes-for-app-marketers) [The 5 Hottest Gaming Studios in LATAM Right Now  ](https://web3growthassociation.com/blog/the-5-hottest-gaming-studios-in-latam-right-now) # Facebook's Advice for Improving Ad Performance in the Privacy-Era ![](https://web3growthassociation.com/hubfs/brett-jordan-tWX_ho-328k-unsplash.jpg) [Theresa Cramer](https://web3growthassociation.com/blog/author/theresa-cramer) Posted Sep 25, 2021 [mailto:?subject=Check%20out%20Facebook's%20Advice%20for%20Improving%20Ad%20Performance%20in%20the%20Privacy-Era%20&body=Check%20out%20https://web3growthassociation.com/blog/facebooks-advice-for-improving-ad-performance-in-the-privacy-era&utm_medium=social&utm_source=email](mailto:?subject=Check%20out%20Facebook's%20Advice%20for%20Improving%20Ad%20Performance%20in%20the%20Privacy-Era%20&body=Check%20out%20https://web3growthassociation.com/blog/facebooks-advice-for-improving-ad-performance-in-the-privacy-era&utm_medium=social&utm_source=email) [User Acquisition](https://web3growthassociation.com/blog/tag/user-acquisition) Facebook’s stock values dipped by about 4% on Wednesday in response to the company pointing out that “privacy changes” — i.e. Apple’s App Tracking Transparency (ATT) — are hitting the company hard. In a [blog post](https://www.facebook.com/business/news/navigating-change-and-improving-performance-and-measurement?_rdr), Graham Mudd, VP of Product Marketing, Facebook, spoke directly to advertisers who have complained that “cost of achieving your business outcome may have increased and it’s also gotten harder to measure your campaigns on our platform.” Mudd took some responsibility off of ATT’s shoulders: “Our estimate is that in aggregate we are underreporting iOS web conversions by approximately 15%; however there is a broad range for individual advertisers. We believe that real world conversions, like sales and app installs, are higher than what is being reported for many advertisers. We are committed to helping you better measure these outcomes and improve your performance.” Facebook and other self-attributing networks with massive data repositories, and a history of invasive tracking have been particularly hard hit by ATT. Things are especially tough for Facebook, as [98.3](https://datareportal.com/reports/digital-2021-global-overview-report)% of users access the social media platform via their mobile devices. Fewer than 2% of people access the platform exclusively from desktops. “Facebook’s unique selling point for marketers is primarily based on targeting information and attributing assessment,” says Marcus Valdez, senior content manager at[Thegamedial](https://sgnldrp.online/click?redirect=https%3A%2F%2Fthegamedial.com&dID=1609317861622&linkName=Thegamedial). He adds, “You can guarantee that the greatest brains in the ad tech business are complex at work, attempting to develop solutions that satisfy advertisers’ targeted and attributing demands while also maintaining the personal management that users demand.” And Facebook is, indeed, hard at work trying to solve the problem. ## Steps marketers can take to improve Facebook performance Part of the commitment to help customers is manifested in “multi-year effort to develop [new privacy-enhancing technologies](https://www.facebook.com/business/news/building-for-the-future) that minimize the amount of personal information we process.” Mudd also suggests that there are steps advertisers can take now to improve their outcomes on Facebook: - Allow time before you analyze performance — Delays in reporting mean advertisers will need to be patient. - Analyze the campaign, not the creative — Aggregated data means creative-level data may not be asaccurate as it once was. - Set up the [Conversions API](https://www.facebook.com/business/help/2041148702652965?id=818859032317965) — “​​The Conversions API creates a simple, reliable and privacy-safe connection between your marketing data, such as website events and offline conversions, and Facebook.”  - Configure web events using [Aggregated Event Measurement](https://www.facebook.com/business/help/422408905612648?id=1877298665783613) — Focus on the web events that are most closely aligned with your business goals. - Follow [learning phase](https://www.facebook.com/business/m/one-sheeters/guide-to-the-learning-phase) best practices to help the delivery system learn the best way to deliver your ads — FAcebook says that consolidating ad sets will help you get out of the learning phases earlier. - Consider all of the tools available — Look beyond Facebook for help with measurement. - Continue to test and learn — As always, testing is important and will allow you to hit the ground running when Facebook’s improvements are available. #### [![](https://web3growthassociation.com/hubfs/icon-calendar.svg) Upcoming Events](https://web3growthassociation.com/events) #### [![MGA Podcasts](https://web3growthassociation.com/hubfs/icon-podcasts.png) Podcasts](https://web3growthassociation.com/podcasts) ##### [![Simplifying Taxes for Freelancers](https://web3growthassociation.com/hs-fs/hubfs/image001-2.jpg?width=300&name=image001-2.jpg) Simplifying Taxes for Freelancers Posted Feb 15, 2022](https://web3growthassociation.com/podcasts/simplifying-taxes-for-freelancers) ##### [![Unlocking the Potential of Financial Services with AI](https://web3growthassociation.com/hs-fs/hubfs/Fintech-Growth-Talk---Kevin-Levitt.jpg?width=300&name=Fintech-Growth-Talk---Kevin-Levitt.jpg) Unlocking the Potential of Financial Services with AI Posted Dec 29, 2021](https://web3growthassociation.com/podcasts/unlocking-the-potential-of-financial-services-with-ai) ##### [![AARP: The intersection of Health Tech and Fintech](https://web3growthassociation.com/hs-fs/hubfs/image001-1.jpg?width=300&name=image001-1.jpg) AARP: The intersection of Health Tech and Fintech Posted Dec 10, 2021](https://web3growthassociation.com/podcasts/aarp-the-intersection-of-health-tech-and-fintech) ##### [![FinTech and mobile strategy insights from Google](https://web3growthassociation.com/hs-fs/hubfs/Cherlene-Jolly%20V2.jpg?width=300&name=Cherlene-Jolly%20V2.jpg) FinTech and mobile strategy insights from Google Posted Nov 27, 2021](https://web3growthassociation.com/podcasts/fintech-and-mobile-strategy-insights-from-google) ##### [![Rebuilding the financial services ecosystem one API at a time](https://web3growthassociation.com/hs-fs/hubfs/Fintech---Richie-Serna.jpg?width=300&name=Fintech---Richie-Serna.jpg) Rebuilding the financial services ecosystem one API at a time Posted Nov 10, 2021](https://web3growthassociation.com/podcasts/rebuilding-the-financial-services-ecosystem-one-api-at-a-time) ### Recommended Articles #### [![Where the action and the money *really* is in mobile gaming apps](https://web3growthassociation.com/hs-fs/hubfs/Website%20Images/Podcast%20Images/All/NebojshaMitrikeski_mediaThumbnail-650x325.jpg?width=300&name=NebojshaMitrikeski_mediaThumbnail-650x325.jpg) Where the action and the money \*really\* is in ... 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