Facebook is making more changes to its ad platform to adjust to Apple’s new data restrictions, which have affected how millions of marketers measure campaigns on the social network, giving many brands a distorted view of their ad performance.
Facebook’s VP of product marketing Graham Mudd announced today the updates to the platform, which is used by 10 million-plus advertisers. Mudd said Facebook made improvements to how it measures “conversions” from ad campaigns that run on iPhones. Conversions are when an ad drives an outcome like prompting a download or driving a sale. This year, Apple updated its iPhone software with new protocols for consumers to opt-out of tracking, which affected how advertising companies like Facebook collect data on users as they click on ads inside apps that send them brands’ websites.
Just last month, Facebook said it found a “bug” in its ad platform that reported inaccurate data to brands about the performance of their campaigns on Apple devices. Facebook said that conversions were off by about 15%, on average. In those cases, Facebook said it was not getting credit for successful conversions.
Facebook said today that it would work more seamlessly with Apple’s SKAdNetwork, which is the environment Apple wants developers to use in order to keep a lid on data sharing. “We’re expanding campaign management and attribution capabilities to help improve the performance of your app ads,” Mudd said. “With this update, you will…