iOS 14 Tracking Solution for BigCommerce: Fix App Tracking Transparency Issues

Published: October 11, 2025 | Last Updated: October 11, 2025 | 16 min read

Is iOS 14+ destroying your BigCommerce Facebook ad performance? You're not alone. Apple's App Tracking Transparency (ATT) has devastated conversion tracking for e-commerce stores. This complete guide shows you exactly how to fix iOS 14 tracking issues on BigCommerce and recover 20-40% of lost conversion data. Learn about BigCommerce Facebook ads tracking and how to optimize your campaigns.

The iOS 14 Crisis: After iOS 14.5 launched in April 2021, advertisers saw immediate 20-40% drops in tracked conversions. 96% of iPhone users opted-out of tracking (Flurry Analytics), making browser-based Facebook Pixel tracking nearly useless for iOS users.

What is iOS 14 App Tracking Transparency (ATT)?

iOS 14.5 introduced App Tracking Transparency (ATT) - a privacy feature that requires apps to ask permission before tracking users across other companies' apps and websites.

How ATT Works:

  1. User opens app that wants to track them (Facebook, Instagram, any app with ads)
  2. iOS displays prompt: "Allow [App] to track your activity across other companies' apps and websites?"
  3. User can choose: "Ask App Not to Track" or "Allow"
  4. If user selects "Ask App Not to Track": IDFA (Identifier for Advertisers) is restricted
  5. Browser tracking (including Facebook Pixel) is blocked for that user
96%
of iPhone users opt-out of tracking

Source: Flurry Analytics, 2021

How iOS 14 Impacts BigCommerce Stores

Before iOS 14.5 (pre-April 2021):

After iOS 14.5 (post-April 2021):

Real-World Impact on BigCommerce Advertisers

Metric Before iOS 14 After iOS 14 % Change
Tracked Conversions 100 orders 60-80 orders -20% to -40%
Attribution Window 28 days click, 1 day view 7 days click only -75% window
Reported ROAS 4.0x 2.5x (appears lower) -37.5%
CPM (Cost Per 1000 Impressions) $10 $15-20 +50% to +100%

Why iOS 14 Breaks Facebook Pixel Tracking on BigCommerce

Facebook Pixel is JavaScript code that runs in the customer's browser. Here's why iOS 14 breaks it:

  1. ATT Blocks Cross-Site Tracking
    • When user opts-out of tracking, Safari blocks third-party cookies
    • Facebook Pixel cannot set or read tracking cookies
    • User visits are anonymous - no way to connect to Facebook profile
  2. 7-Day Attribution Window
    • Before: 28-day click, 1-day view attribution
    • After: Maximum 7-day click attribution for iOS users
    • Longer customer journeys go unattributed
  3. Intelligent Tracking Prevention (ITP)
    • Safari's ITP deletes first-party cookies after 7 days
    • Third-party cookies deleted immediately
    • Facebook loses ability to track returning visitors
  4. Aggregated Event Measurement Limits
    • Facebook limited to 8 conversion events per domain for iOS users
    • Must prioritize which events to track
    • Less granular data for optimization

The iOS 14 Tracking Solution for BigCommerce: Server-Side Tracking

The solution to iOS 14 tracking issues is server-side tracking using Meta Conversions API (CAPI).

How Server-Side Tracking Solves iOS 14 Issues

Problem Browser Pixel (Broken) Server-Side (Solution)
iOS 14+ Blocking ❌ Pixel blocked by ATT ✅ Cannot be blocked (server-side)
Data Loss ❌ 20-40% conversions missed ✅ 100% conversions tracked
Attribution Window ❌ Limited to 7 days ✅ Full attribution available
Third-Party Cookies ❌ Blocked or deleted ✅ Not needed (server sends data)
Ad Blockers ❌ Completely blocked ✅ Cannot detect or block

What is Server-Side Tracking?

Instead of relying on browser JavaScript (Facebook Pixel), your BigCommerce server sends conversion data directly to Facebook:

  1. Customer completes purchase on your BigCommerce store
  2. BigCommerce sends webhook to your server with order details
  3. Your server processes order data (total, products, customer email)
  4. Server sends to Meta Conversions API directly (bypasses browser completely)
  5. Facebook receives purchase data even if browser tracking was blocked
Result: 100% of conversions tracked, regardless of iOS version or ATT opt-out status. Your Facebook algorithm has complete data for optimization.

Implementing iOS 14 Tracking Solution on BigCommerce

There are two ways to implement server-side tracking for your BigCommerce store:

Option 1: Automated Solution (Recommended)

Best for: Store owners who want it done in 5 minutes without coding

How it works:

  1. Install Algoboost from BigCommerce App Marketplace
  2. Enter your Facebook Pixel ID
  3. Enter your Meta Conversions API access token
  4. Enable server-side tracking
  5. Done - iOS 14 tracking is now fixed

What's included:

Fix iOS 14 Tracking Issues in 5 Minutes

Automatic server-side tracking setup for BigCommerce. Recover 20-40% lost conversion data.

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Option 2: Manual Implementation (For Developers)

Best for: Developers who want full control

Requirements:

Implementation steps:

  1. Generate Meta Conversions API access token from Facebook Events Manager
  2. Register BigCommerce webhooks for order events
  3. Create webhook endpoint on your server (HTTPS required)
  4. Process order data when webhook fires
  5. Hash customer PII (email, phone) using SHA-256
  6. Send Purchase event to Meta Conversions API endpoint
  7. Implement event deduplication using event_id
  8. Test with Facebook Events Manager Test Events tool
  9. Monitor Event Match Quality score (aim for 6.0+)

For detailed technical implementation, see our Meta Conversions API for BigCommerce guide.

Best Practices for iOS 14 Tracking on BigCommerce

1. Use Both Browser Pixel AND Server-Side Tracking

Don't remove your browser pixel - use both together:

Why this works:

2. Maximize Event Match Quality (EMQ)

Send as much customer data as possible to improve attribution:

Event Match Quality score:

3. Prioritize Conversion Events

Due to iOS 14 Aggregated Event Measurement limits, prioritize your 8 most important events:

  1. Purchase (highest priority)
  2. AddToCart
  3. InitiateCheckout
  4. ViewContent
  5. AddPaymentInfo
  6. Lead
  7. CompleteRegistration
  8. Search

4. Update Facebook Campaign Strategy

Adjust your campaign strategy for iOS 14 reality:

How to Measure iOS 14 Tracking Solution Success

After implementing server-side tracking, measure these metrics:

1. Facebook Events Manager - Server Events

  1. Go to Facebook Events Manager
  2. Click on your pixel
  3. Look at "Event Source" column
  4. You should see events from both:
    • Browser (from pixel)
    • Server (from Conversions API)

2. Event Match Quality Score

  1. Events Manager → Overview tab
  2. Scroll to "Event Match Quality"
  3. Look for Conversions API events
  4. Score should be 6.0 or higher

3. Conversion Lift

Compare before/after implementation:

Metric Before CAPI After CAPI Expected Change
Tracked Conversions 60-80% of actual 95-100% of actual +20% to +40%
ROAS 2.5x (understated) 3.5x (accurate) +40%
CPA (Cost Per Acquisition) $50 (overstated) $35 (accurate) -30%

Common iOS 14 Tracking Mistakes to Avoid

Mistake 1: Removing Browser Pixel Completely

Why it's wrong: Browser pixel still tracks 30-40% of iOS users who allow tracking, plus ALL Android users.

Correct approach: Keep browser pixel for early-funnel events, add server-side for conversions.

Mistake 2: Not Implementing Event Deduplication

Why it's wrong: Without deduplication, conversions are counted twice (once from browser, once from server).

Correct approach: Use event_id parameter to deduplicate events between browser and server.

Mistake 3: Sending Unhashed Customer Data

Why it's wrong: Violates Facebook's data privacy requirements and GDPR/CCPA.

Correct approach: Always hash email, phone, and other PII using SHA-256 before sending to Meta.

Mistake 4: Ignoring Event Match Quality

Why it's wrong: Low EMQ means Facebook can't match conversions to users, reducing attribution accuracy.

Correct approach: Send maximum customer data (hashed) to achieve EMQ score above 6.0.

iOS 14 Tracking: What About iOS 15, 16, 17?

Good news: The solution works for all iOS versions!

Server-side tracking solves all of these because it doesn't rely on browser tracking at all.

Frequently Asked Questions

Will iOS 14 tracking issues get better over time?

No. Apple continues to add more privacy protections with each iOS version. The opt-out rate remains at 96%. Server-side tracking is the permanent solution.

Can I still run Facebook ads for iOS users without fixing tracking?

Yes, but you'll have incomplete data. Facebook's algorithm will optimize with only 60-70% of conversion data, resulting in lower ROAS and wasted ad spend. Implementing server-side tracking is essential for profitable Facebook advertising.

Does server-side tracking work for Android users too?

Yes! Server-side tracking works for ALL users (iOS and Android). It also bypasses ad blockers that affect both platforms. You get 100% tracking coverage regardless of device or browser.

How much does it cost to implement iOS 14 tracking solution?

Manual implementation requires 10-20 hours of developer time ($1,000-$2,000). Algoboost's automated solution costs $29.99/month (Pro plan) and takes 5 minutes to set up with no coding required.

Will this solution stop working if Apple adds more restrictions?

No. Server-side tracking is future-proof because it doesn't rely on browser tracking or cookies. Even if Apple blocks all browser tracking completely, server-side tracking will continue working because it sends data from your server to Facebook's server directly.

Recover Your Lost iOS 14+ Conversion Data Today

Automatic server-side tracking for BigCommerce. Fix iOS 14 issues in 5 minutes. 20-40% ROAS improvement.

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Related Resources

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