[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Ffacebook-ads-delayed-reporting-after-ios14-explained":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":14,"coauthors":15,"class_list":17,"acf":29,"head_links":624,"breadcrumbs":625,"reading_minutes":136,"category":633,"head":638},"2021-06-15T10:05:59",{"rendered":6},"\n\u003Cp>There’s been a lot of talk about how iOS14 and Apple’s App Tracking Transparency updates will change Paid Social. So far, the conversation has been led by Facebook, particularly how Apple’s changes will affect retargeting audiences and performance measurement.\u003C\u002Fp>\n\n\n\n\u003Cp>This is a huge topic which marketers all over the world are still grappling with – while getting on with managing and reporting on their day-to-day ad campaigns. \u003C\u002Fp>\n\n\n\n\u003Cp>But there’s one impact that not many people are talking about that could be adversely affecting your reporting, campaign management and results. Particularly if you spend your days knee-deep in Ads Manager.\u003C\u002Fp>\n\n\n\n\u003Cp>That’s \u003Cstrong>delayed reporting\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-delayed-reporting\">What is delayed reporting?\u003C\u002Fh2>\n\n\n\n\u003Cp>You probably spotted this as a bullet point in Facebook’s \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F331612538028890?id=428636648170202\">How the Apple iOS 14 release may affect your ads and reporting\u003C\u002Fa>:\u003C\u002Fp>\n\n\n\n\u003Cp style=\"margin-left: 40px\">\u003Cem>Delayed reporting: Real-time reporting will not be supported and data may be delayed up to three days. For iOS 14 app install campaigns, conversion events will be reported based on the time that they are reported to Facebook by the SKAdNetwork API and not the time they occur. Web conversion events will be reported based on the time the conversions occur and not the time of the associated ad impressions.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>Delayed reporting has always been a consideration for Facebook, especially if you used Facebook Pixel to attribute conversions within a certain period after a user clicked or viewed an ad. \u003C\u002Fp>\n\n\n\n\u003Cp>Although the default Facebook Pixel attribution method was criticised for being overly generous, it gave a fuller picture of attribution than just ‘last click’, especially if you have customers who take longer to make a buying decision than usual or high value products. This helped campaigns to optimise towards purchases by giving more conversion data.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Before\u003C\u002Fstrong> – if users take their time converting, but still convert, generally you’d see associated transactions and revenue in Ads Manager. This would be credited on the date of impression so you could tell how your campaigns and creatives were performing day-to-day.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>After\u003C\u002Fstrong> – some of this is still in place – but there’s been a few major changes: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Facebook’s removed the old default 28-day click view, 1 day view window.\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Now the new default is 7-day click – although 7-day click and 1-day view can be enabled\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\n\n\n\u003Cli>Facebook now attributes conversions on the day of the sale, not the ad view\u002Fclick (this is the opposite to pre-iOS14)\u003C\u002Fli>\n\n\n\n\u003Cli>Real-time reporting will not be supported and web conversion event data may be delayed up to \u003Cstrong>three days\u003C\u002Fstrong>\u003Cem>.\u003C\u002Fem>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>But what about what the conversion modelling Facebook’s implemented around missing data for opted out users?\u003C\u002Fp>\n\n\n\n\u003Cp style=\"margin-left: 40px\">\u003Cem>Estimated results: For iOS 14 app install campaigns, the SKAdNetwork API will report results to Facebook, aggregated at the campaign level. Statistical modelling may be used to account for results at the ad set and ad levels, unless the campaign is composed of a single ad set and ad. For web conversion events, statistical modelling may be used to account for conversions from iOS 14 users.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>According to this, Facebook’s still going to estimate what conversions you might be missing out on, right? Yes… but this may be up to 3 days later and the delay may include opted-in users as well as those who’ve opted out of tracking via iOS14. This is to protect the privacy of individual users.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-impact-does-delayed-reporting-have\">\u003Cstrong>What impact does delayed reporting have?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>This could make your recent results look a lot worse than they actually are. Why? This delay just affects the \u003Cstrong>app install or web conversion data\u003C\u002Fstrong> (e.g. purchases, revenue, ROAS) \u003Cspan style=\"text-decoration: underline;\">not\u003C\u002Fspan> the on-platform data (e.g. media spend, CPC, CPM) \u003C\u002Fp>\n\n\n\n\u003Cp>Facebook knows how much you’ve spent, who you’ve reached, and if they’ve clicked, so it’ll show you the full figures for on-platform data but the impact on your revenue will be noticeable after several days when all the results are in.\u003C\u002Fp>\n\n\n\n\u003Cp>This means that when reporting week-on-week, you are likely missing a few days of website conversion data, but not spend, so ROAS looks poor.\u003C\u002Fp>\n\n\n\n\u003Cp>However, it also means that data from 7-14 days ago is going to be higher than when you captured it last week, making the 0-7 day data appear \u003Cem>even worse\u003C\u002Fem> when comparing the two within the Facebook Ads interface – as you’ll be comparing a full week of revenue data to 4-5 days of revenue data instead.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Example\u003C\u002Fstrong>:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F10\u002FScreenshot-2021-06-15-at-11.23.50.png\" alt=\"Chart displaying impressions, clicks, CPC, spend, conversions, revenue and ROAS. This is displayed for two reports. Revenue and ROAS increased significantly on the second report.\" class=\"wp-image-49633\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Across several ecommerce clients, we saw on average a 20% improvement in ROAS for the same week when comparing data gathered with a week’s time lag, to data gathered immediately after the reporting period ended. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-should-i-do-about-it\">\u003Cstrong>What should I do about it?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The situation is still evolving, but for now we suggest:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Implementing a min. 3-day lag to your weekly or monthly reporting schedules \u003C\u002Fstrong>to allow delayed reporting information to be processed\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Avoid making knee-jerk decisions\u003C\u002Fstrong> about very recent performance and changing campaigns frequently – as when revenue is processed the picture may be different and lead you to make alternative optimisations\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Leverage Google Analytics data \u003C\u002Fstrong>– for example, if you still want to assess performance trends in real-time, or sense-check unexplained spikes and dips. For this, ensure you are tagging your campaigns correctly so you can compare campaign, ad set and ad-level data within Google Analytics\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>If you want an introduction to iOS14 please read our blog post \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-ios14-affects-marketers\u002F\">How iOS14 Affects Marketers\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Learn more about the wider conversation within the ad tech and measurement ecosystem, or how to best manage your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">Paid Social\u003C\u002Fa> strategy in this new world, check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fthe-future-of-digital-marketing-measurement-webinar\u002F\">webinar\u003C\u002Fa> on the topic or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>.\u003C\u002Fp>\n",false,"standard",[10,11,12,13],59,41,36,40,[],[16],107,[18,19,20,21,22,23,24,25,26,27,28],"post-11139","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","category-measurement","category-paid-social","category-ppc",{"page_content_modules":30,"hero":177},[31,124],{"acf_fc_layout":32,"reduced":33,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":33,"title":34,"content":6,"authors":35},"blog_post_content",true,"Facebook Ads delayed reporting after iOS14 – explained",[36],{"id":37,"path":38,"display_name":39,"job_title":40,"description":41,"avatar_url":42,"acf":43},10,"\u002Fabout\u002Four-team\u002Famy-stamper\u002F","Amy Stamper","Director, Head of Paid Social","I'm passionate about helping clients shape their digital strategy, especially if it involves integrated campaigns. World traveller, box-set devourer and gig-goer.","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":44,"job_title":40,"specialist_service_links":45,"photo":68},"\u003Cp>Director, Head of Paid Social. Joined Impression in October 2019.\u003C\u002Fp>\n\u003Cp>After 5 years’ experience in a startup agency, I learned about all aspects of digital from PPC to content to email campaigns – but I soon realised that paid social is what I loved the most. After a years’ break to go travelling, I joined Impression as its first purely paid social person in the paid media team.\u003C\u002Fp>\n\u003Cp>Day to day, my time is spent analysing campaign performance, delivering training sessions, and investigating new, innovative strategies with my clients. Digital marketing changes all the time, so I’m passionate about innovation, whether that’s trialling new audience targeting or testing completely new social media advertising platforms.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m really proud of:\u003Cbr \u002F>\n\u003C\u002Fb>I was proud to have been Impression’s first purely paid social-focused team member, and to have helped the team and service grow significantly since 2019.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I love travelling to new places, scuba diving, lounging on the beach, and good food and drink – so I especially love trips that combine all of the above.\u003C\u002Fp>\n",[46,65],{"page":47,"link_text":64},{"ID":48,"post_author":49,"post_date":50,"post_date_gmt":50,"post_content":51,"post_title":52,"post_excerpt":51,"post_status":53,"comment_status":54,"ping_status":54,"post_password":51,"post_name":55,"to_ping":51,"pinged":51,"post_modified":56,"post_modified_gmt":56,"post_content_filtered":51,"post_parent":57,"guid":58,"menu_order":59,"post_type":60,"post_mime_type":51,"comment_count":61,"filter":62,"url_path":63},221,"98","2020-12-18 15:16:14","","PPC","publish","closed","ppc","2026-02-25 14:37:29",169,"\u002F?page_id=221",0,"page","0","raw","\u002Fpaid-media\u002Fppc\u002F","Paid 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Advertising",{"ID":69,"id":69,"title":70,"filename":71,"filesize":72,"url":73,"link":74,"alt":51,"author":75,"description":51,"caption":51,"name":76,"status":77,"uploaded_to":59,"date":78,"modified":78,"menu_order":59,"mime_type":79,"type":80,"subtype":81,"icon":82,"width":83,"height":84,"sizes":85},33319,"Amy-Stamper","4Vy9GYew-Amy-Stamper.png",428071,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress%2Cformat&q=90","\u002Famy-stamper-5\u002F","12","amy-stamper-5","inherit","2025-05-29 11:50:45","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":86,"thumbnail-width":87,"thumbnail-height":87,"medium":88,"medium-width":89,"medium-height":90,"medium_large":91,"medium_large-width":92,"medium_large-height":93,"large":94,"large-width":95,"large-height":96,"1536x1536":97,"1536x1536-width":98,"1536x1536-height":99,"2048x2048":100,"2048x2048-width":101,"2048x2048-height":102,"post-thumbnail":103,"post-thumbnail-width":104,"post-thumbnail-height":105,"12_col":106,"12_col-width":107,"12_col-height":108,"default_landscape":109,"default_landscape-width":110,"default_landscape-height":84,"default_portrait":111,"default_portrait-width":84,"default_portrait-height":110,"6_col_and_margin_short":112,"6_col_and_margin_short-width":104,"6_col_and_margin_short-height":108,"11_col_and_margin":113,"11_col_and_margin-width":114,"11_col_and_margin-height":108,"9_col_rectangle":115,"9_col_rectangle-width":116,"9_col_rectangle-height":117,"11_col":118,"11_col-width":119,"11_col-height":108,"staff_image_696_600":120,"staff_image_696_600-width":83,"staff_image_696_600-height":84,"rectangular_thumbnail":121,"rectangular_thumbnail-width":122,"rectangular_thumbnail-height":123},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":125,"reduced":33,"top_overlap":126,"bottom_underlap":126,"disable_observer":-1,"heading":127,"cta_text":128,"cta_link":129,"items":130},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[131,148,163],{"type_key":19,"title":132,"excerpt":133,"to":134,"postedAt":135,"readingTime":136,"image":137,"authors":138,"category":146},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-06T12:41:30",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[139,142,143],{"name":140,"image":141},"Liam Wade","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":39,"image":42},{"name":144,"image":145},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":147,"name":52},"\u002Fblog\u002Fcategory\u002Fppc\u002F",{"type_key":19,"title":149,"excerpt":150,"to":151,"postedAt":152,"readingTime":153,"image":154,"authors":155,"category":162},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[156,159],{"name":157,"image":158},"Joe Turnbull","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":160,"image":161},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":147,"name":52},{"type_key":19,"title":164,"excerpt":165,"to":166,"postedAt":167,"readingTime":168,"image":169,"authors":170,"category":174},"A guide to WebMCP for marketing leaders","\u003Cp>The structure of web traffic is undergoing a fundamental structural transition. We’re certainly seeing the impacts of these changes en masse. Whilst SEO visibility is driving, in part, Generative Engine Optimisation (“GEO”) visibility, clicks in traditional SEO rankings are harder to come by, and customer behaviour is fragmented as users are using new places to […]\u003C\u002Fp>\n","\u002Fblog\u002Fa-guide-to-webmcp-for-marketing-leaders\u002F","2026-08-27T13:51:35",13,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fyasa-design-studio-Ot2wQ8jF43s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[171],{"name":172,"image":173},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":175,"name":176},"\u002Fblog\u002Fcategory\u002Fecommerce\u002F","Ecommerce",{"type":178,"style":179,"heading":34,"date":4,"updatedAt":180,"reading_minutes":136,"image":181,"imageAlt":34,"categories":182,"collections":623},"blog-post","light","2023-04-12T08:27:42","https:\u002F\u002Fadmin.impressiondigital.com\u002Fapp\u002Fuploads\u002F2021\u002F06\u002Fdaryl-baird-qWkKXXIf1nc-unsplash-1860x1180.jpg",[183,369,455,540],{"id":10,"count":184,"description":185,"link":175,"name":176,"slug":186,"taxonomy":187,"parent":59,"meta":188,"acf":189,"head_links":190,"resource_count":191,"yoast_title":192,"yoast_meta":193,"yoast_json_ld":238,"_links":337,"path":175},55,"\u003Cp class=\"p1\">Ecommerce is an industry that never sits still. Businesses are constantly developing new techniques and technologies to drive traffic and sales, whether through organic, paid or wider omnichannel marketing strategies.\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">With competition being so fierce, it's crucial that businesses stay on top of the latest ecommerce trends. You'll find our expert guides here, all providing award-winning tips to drive more sales. Whether you're a small business or an international ecommerce retailer, you'll find all the information you need below.\u003C\u002Fp>","ecommerce","category",[],[],[],12,"Ecommerce Blog | Tips, Advice & Guides | Impression",[194,196,199,202,205,208,211,213,215,217,220,223,226,229,232,235],{"property":195,"content":192},"title",{"property":197,"content":198},"description","Keeping up to date with the latest ecommerce trends, strategies, and industry movements can be difficult. 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