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iOS impressions down 30% from peak is "not a huge deal"? This is very counterintuitive to me, as iOS both holds the majority share of the US market, and 30% see
by fouric 5y ago
iOS impressions down 30% from peak is "not a huge deal"? This is very counterintuitive to me, as iOS both holds the majority share of the US market, and 30% seems like a very high number. Can you explain?
- mertd 5y agoMaybe peak is Christmas?
- munchbunny 5y agoThis is key: "on all of our remarketing campaigns" The discrepancy is that a 75% reduction in users opting into Facebook tracking is leading to only a 30% reduction in iOS share on the highest ROI ad campaigns. 30% is big but not 75% big. Another possible explanation is that opting out of tracking in iOS doesn't make you invisible. It just makes it hard for Facebook to correlate your off-app/non-Facebook.com web activity, but there are ways around that. So what 30% means hinges a lot on how the 1st touch -> 2nd touch leap is done, and the data for that leap doesn't always come from Facebook.