Question

We launched a campaign targeting iOS users, but our conversions are drastically lower than Android. Even with Aggregated Event Measurement set up, attribution seems lost. Is this due to iOS14 tracking limits, or is something else affecting data capture?

Answer 1

Yep, you're seeing the effects of iOS 14+ privacy changes. Even with Aggregated Event Measurement (AEM) set up, Meta can’t fully track iOS users unless they opt into tracking — which most don’t.

So what's happening is,

• iOS conversions are still happening, but Meta can't “see” them, so they don’t show up in reports.

• Attribution is also delayed or limited (only highest-priority events get reported, and often 24–72 hours later).

• Shorter attribution windows (like 1-day click/view) make tracking even harder compared to Android.

What You Can Do:

• Use Conversion API (CAPI) to send server-side events and improve tracking.

• Optimize for higher-funnel events (like Add to Cart), which are easier to track.

• Check performance using Shopify or GA4 for a more accurate picture.