iOS 14.5 is out and the first effects are visible. Fewer measured purchases, bigger swings and audiences that shrink. With the right settings you limit the damage.
Choose your eight events
Per domain you can prioritise eight conversions. Put the most important at the top, usually purchase or lead. Measure too many small steps and they crowd out the event that really matters.
Optimise on what has enough data
If an ad set has too few purchases to learn from, temporarily choose an earlier step such as add to cart. Combine small ad sets, so each set gets enough signals.
Expect delays
Results come in up to three days later. So judge campaigns on a week, not on yesterday. That keeps you from switching off good ads too early.
