Apple's App Tracking Transparency (iOS 14.5, 2021) was the biggest disruption Meta advertising has ever faced. Pixel data became incomplete, attribution noisier, targeting less precise. In 2026 we have strategies that work despite this.
Server-to-server sending of conversion data bypasses pixel limitations. Every serious advertiser runs CAPI. Without it, you're losing 30-40% of your data.
Narrow targeting needs precise data. Broad targeting + great creative works with noisy data.
Email lists, CRM data. Upload to Meta for targeting. Owned data > platform data.
Creative self-selects audiences. Someone who watches 95% of your video is interested whether Meta knows their gender or not.
Stop trying to match Meta's reported CAC with reality. Use blended metrics (total ad spend / total customers) for truth. See the measurement section.
Meta's iOS workaround: 8 conversion events per domain, prioritized. Purchase is usually priority 1. Lower-priority events don't fire at full fidelity.