iOS Changed Everything—Now Measure What’s Real
A 37% drop in revenue.
That’s what many companies experienced after Apple’s iOS privacy update—because they weren’t ready for it.
If that number sounds extreme, it is. But it’s real.
🚀 Yes, I Want The 2026 Playbook!
When Apple introduced its App Tracking Transparency (ATT) framework, users had to opt in to being tracked. The vast majority didn’t. And just like that, one of the largest marketing platforms in the world—Meta—lost visibility into key conversion events.
The result? Chaos.
Over-Attribution, Then Blindness
Before the update, Meta already had a tendency to over-attribute performance. Marketers knew this, and they compensated. If Meta claimed 800 conversions out of 1,000 total orders, even when other platforms were in play, marketers would apply a “haircut”—a manual downward adjustment—to account for inflated credit.
But once iOS changed the game, Meta’s reported conversions plummeted. Instead of 800, they might show 500.
And yet… marketers were still applying the same 50% haircut.
The result? A double penalty—and a deeply flawed view of performance.
This is the moment the industry realized: manual adjustments and spreadsheets just won’t cut it anymore.
Misattribution = Lost Revenue
When attribution falls apart, so does budget allocation. Media gets underfunded or overfunded based on faulty credit. Teams lose trust in the data. And marketing and finance no longer speak the same language.
That’s how companies ended up with real losses—37% revenue drops in some cases—because their attribution model wasn’t built to withstand a privacy-first world.
What You Need Now: Truth, Not Tricks
It’s time to stop adjusting platform-reported numbers in isolation.
It’s time to stop deduplicating conversions in spreadsheets.
At Provalytics, we built a better path forward—one that doesn’t rely on user-level tracking, cookies, or flawed assumptions. Instead, we measure what matters: incrementality.
Why Incrementality Wins
Incrementality is the real driver of growth. It tells you what would have happened with the marketing and what would have happened without it. It’s unbiased. It’s holistic. And most importantly, it works across all channels.
Using advanced math and AI, our platform takes aggregated data from every platform—TV, social, search, influencer, programmatic—and models what’s actually contributing to conversions. Then we unify it all into a single source of truth.
No guesswork.
No duplications.
No reliance on black-box metrics.
One Truth. Shared Across the Organization.
With Provalytics, everyone—from your performance marketing team to your CFO—is working from the same clean, validated data. That means you can:
- Eliminate double-counting
- See true cross-channel ROI
- Justify budget decisions with confidence
- Align finance and marketing on real outcomes
Because in a post-iOS world, clarity is no longer optional.
🔎 Want to know what’s truly driving your revenue?
Let Provalytics show you the incrementality behind every campaign—without cookies or confusion.
Learn more at https://provalytics.com
