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Meta revealed last September that it had been underreporting iOS web conversions by approximately 15% due to the privacy changes Apple implemented in its operating system. Director of product marketing, ads Goksu Nebol-Perlman said in a blog post Monday that the company roughly halved its underreporting, to about 8%.
The company noted that it arrives at those estimations by using multiple estimation methodologies, such as conversion modeling, and then comparing those results to the aggregate baseline it is seeing from various conversion attribution types.
Nebol-Perlman
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