iOS
iOS did not “break Facebook ads.” It hid the Pixel.
Privacy prompts, Safari, and blockers still drop browser purchases. Server-side tracking with hashed email is what still reports. One-click Meta tracking that only mirrors the Pixel inherits the hole.
Safari did not become anti-commerce. It became anti-cookie. App Tracking Transparency did the same on the phone. Content blockers finish the job.
If your “purchases” in Ads Manager only come from the Pixel, you are looking at the buyers who still allowed JavaScript to phone home. That is not your store. That is a biased sample.
What still shows up
- Server purchase from checkout — not only the thank-you page.
- Hashed email you already collected on the form.
- Click from the landing page when the Pixel ran before checkout.
- The same checkout ID on Pixel and server-side tracking so the remaining browser hits are not doubled.
What to stop doing
- Trusting Pixel-only purchase counts to scale Advantage+.
- Sending a server sale from a webhook with no email on logged-in checkout.
- Running client tags with no retry when Meta returns an error.
Caply queues, flushes on a schedule, retries failures, and Match Forecast tells you if Meta is likely to recognize the sale before you open Events Manager.
Caply
Match Forecast on every purchase. Tracking radar on competitor storefronts. Managed server-side tracking without a tagging server.
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