“Just completely running blind” is how Aaron Paul, a performance
Facebook marketer, described it. Paul said his company, Carousel,
moved from spending millions of dollars each day on Facebook to a
few hundred thousand dollars. Before the iOS changes, Facebook
generated 80% of the traffic Carousel sent to its product pages.
Now it accounts for 20%.
Apple’s iOS changes may lead to irreparable harm to Facebook’s ad
business. This moment has demonstrated to Paul and his fellow
performance buyers that relying on one channel (albeit a very
effective one) is risky. So they’re looking to diversify their ad
spend. Paul said he’s moved his ad budget elsewhere, including
“Snapchat and TikTok, but also silent killers like email.” On
Twitter, Facebook marketers discussing Apple’s changes
almost unanimously agreed they needed to follow suit.