Want proof? Consider Facebook’s audience expansion option, which can grow a targeted audience pool by a factor of 10 or more. I’m optimistic about this: Statistical modeling works best when you have a lot of data, and nobody-except Google or Amazon-has more data than Facebook. As part of its iOS 14 response, Facebook has also said that it will replace 1:1 attribution with statistical modeling. Many of our clients will soon see the impact of iOS 14: As more people adopt the OS and choose not to opt in to tracking, Facebook conversions and audience sizes will likely drop, simply because Facebook can no longer track those users. Without cross-platform data tracking, Facebook can no longer count on delivering insights connected to activity outside its walled garden.
If you missed our deep dive on that, you can review it here. These scattered changes add up to one big truth: Facebook is overhauling its approach to ads in response to iOS 14’s app tracking transparency policy (ATT) which is rolling out on April 26th. Once again, advertisers are encouraged to use Business Suite, which we don’t know much about because it’s not widely accessible. This comes after last month’s announcement that Facebook Analytics will be gone at the end of June, and Facebook Attribution will sunset by August. Facebook directs you to something called Business Suite Insights instead, but that's not yet available to all accounts.
According to this, Audience Insights is being eliminated as of July 1.
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