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Meta performance volatility: experienced advertisers report continuing iOS attribution issues
Gil David has flagged that experienced Meta advertisers have continued to see significant performance and delivery issues over the past month, despite creative testing, bid type changes, and setup adjustments failing to resolve them. Issues span budget over- and underspending, AI enhancements activating without operator action, and weekly UI changes contributing to instability.
What changed
US clients have been disproportionately affected; European and UK accounts have largely recovered after a global dip linked to consumer behaviour around the Iran conflict in late February.
A response from Meta support, surfaced via one advertiser, has acknowledged two underlying issues: iOS model prediction problems spiking CPAs and causing delivery instability, and discrepancies in conversion processing. David's own assessment is that click attribution tracking changes in mid-March may have introduced the volatility, though Meta has not formally acknowledged the change.
Why it matters for advertisers
For you, this means treating any sharp Meta performance shift in March or April with caution: particularly on iOS-heavy US audiences. Aggressive creative testing in this window risks attributing platform-side variance to creative variance. Worth pausing iterative testing when data quality is suspect and isolating like-for-like week-on-week comparisons by attribution window before drawing conclusions.
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Original newsletter text and archive evidence
Meta performance volatility: experienced advertisers report continuing iOS attribution issues
Gil David has flagged that experienced Meta advertisers have continued to see significant performance and delivery issues over the past month, despite creative testing, bid type changes, and setup adjustments failing to resolve them. Issues span budget over- and underspending, AI enhancements activating without operator action, and weekly UI changes contributing to instability. US clients have been disproportionately affected; European and UK accounts have largely recovered after a global dip linked to consumer behaviour around the Iran conflict in late February.
A response from Meta support, surfaced via one advertiser, has acknowledged two underlying issues: iOS model prediction problems spiking CPAs and causing delivery instability, and discrepancies in conversion processing. David's own assessment is that click attribution tracking changes in mid-March may have introduced the volatility, though Meta has not formally acknowledged the change.
For you, this means treating any sharp Meta performance shift in March or April with caution: particularly on iOS-heavy US audiences. Aggressive creative testing in this window risks attributing platform-side variance to creative variance. Worth pausing iterative testing when data quality is suspect and isolating like-for-like week-on-week comparisons by attribution window before drawing conclusions.
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