Feb. 2 at 3:28 PM
$APP https://www.linkedin.com/posts/two-a-half-gamers_meta-is-not-back-on-ios-we-have-been-activity-7424066719993942017-DyWG
Meta is 𝗡𝗢𝗧 back on iOS. We have been 𝗙𝗢𝗢𝗟𝗘𝗗! Here is what actually happened
What actually happened is simple. 𝗠𝗲𝘁𝗮 𝗿𝗼𝗹𝗹𝗲𝗱 𝗼𝘂𝘁 𝗻𝗲𝘄, 𝗲𝘅𝘁𝗿𝗲𝗺𝗲𝗹𝘆 𝗮𝗴𝗴𝗿𝗲𝘀𝘀𝗶𝘃𝗲 𝗲𝗻𝗱 𝗰𝗮𝗿𝗱𝘀 𝗮𝗻𝗱 𝗶𝗻𝘁𝗲𝗿𝗮𝗰𝘁𝗶𝘃𝗲 𝗽𝗹𝗮𝘆𝗮𝗯𝗹𝗲𝘀, 𝗶𝗻𝗰𝗹𝘂𝗱𝗶𝗻𝗴 𝗳𝗼𝗿𝗺𝗮𝘁𝘀 𝘁𝗵𝗮𝘁 𝗲𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲𝗹𝘆 𝘀𝗵𝗼𝘄𝗲𝗱 𝘁𝘄𝗼 𝗮𝗱𝘀 𝗶𝗻 𝗮 𝗿𝗼𝘄 𝗮𝗻𝗱 𝗺𝗮𝗱𝗲 𝗶𝘁 𝘀𝗶𝗴𝗻𝗶𝗳𝗶𝗰𝗮𝗻𝘁𝗹𝘆 𝗵𝗮𝗿𝗱𝗲𝗿 𝘁𝗼 𝗰𝗹𝗶𝗰𝗸 𝗼𝘂𝘁. Conversion rates exploded, eCPMs jumped, and revenue spiked across stacks. But the signal source did not change. Meta is still bidding almost exclusively on IDFA traffic, and non-IDFA performance stayed flat.
The spike lasted exactly as long as user novelty did. After one to two days, performance returned to baseline. Retention dropped at the same time as revenue spiked, which was the 𝗳𝗶𝗿𝘀𝘁 𝗿𝗲𝗱 𝗳𝗹𝗮𝗴. More ads per impression always look good in dashboards until churn catches up.
