Meta Ads in a Post iOS-14.5 World
Early in 2021, I was sitting in my home office doing my daily optimizations on an ad account for a rapidly growing fitness brand. Over several months, I had doubled their revenue from paid social while increasing their ROAS by about 50%. I was pretty happy with the results.
My phone rang and it was from area code 650 (Palo Alto). Anyone who has run Meta ads for any period of time is used to receiving these calls on a regular basis. Like many of us, I can get busy and ignore those calls from time to time, but in this case, I decided to answer. “Phil…this is Heather from Facebook (now Meta). I’m just calling to see if you’re ready for iOS 14.5.” This conversation was eye-opening to say the least and it kicked off a months-long effort to get my clients ready for the upcoming iOS 14.5 release, which would present significant challenges to online advertisers.