Facebook is worried about “view-through conversions” in Apple's IDFA change

I think this article gives really specific information on what the accusations from Facebook are really about.

Here are some meaningful quotes:

> Most critically at stake for Facebook is what’s known as view-through conversions. This metric is used by ad-tech companies to measure how many users saw an ad, did not immediately click on it, but later made a purchase related to that ad.

> Losing that type of measurement could be a big blow for Facebook. If advertisers are unable to accurately measure the effectiveness of their Facebook and Instagram ads, they may feel compelled to shift more of their budgets to other apps and services where they can see the exact return on investment for their ads

> Asked if the IDFA change will actually impact small businesses as Facebook claims it will, the former employees gave mixed answers.

> If you’re a small coffee shop in Austin, Texas, for example, you may not need too much data to target your ads, said Henry Love, a former employee on Facebook’s small business team. A business like that typically limits its targeting to fairly broad categories -- for instance, an age range and a distance range from a specific zip code would let them target ads to Facebook users in their proximity. That’s the type of data Facebook would be able to collect from its own apps, without needing IDFA to track a user’s activity elsewhere on their Apple devices.