As a data point from an online retailer, we kept seeing a significantly high (I think it was something ridiculous like 30%) drop out at the check out payment screen for all Facebook/Instagram ad customers.
What was happening was they were clicking on ads, coming to our site, going to purchase and then when they reached payment didn’t have access to Apple Pay or there saved card details. The in app browsers have an “open in Safari” button, they were clicking that - so they could use their prefers payment method - and loosing their session and shopping cart. It was catastrophic!
We ultimate fixed the issue with a warning message to customers who are within an IAB.
IABs are bad for advertisers, they only serve to keep users within the social media app.
Anyone with the Beta, I would love to know if either Apple Pay or key chain saved cards are available now in social media IABs.