“While we anticipated some degree of business disruption, the new Apple-provided measurement solution did not scale as we had expected, making it more difficult for our advertising partners to measure and manage their ad campaigns for iOS.”
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Further comments from Snap Executives shortly after the financial announcement included a note of concern surrounding the impact of global supply shortages on projected social media ad spend from brands. They said ongoing staffing, transportation and product shortages could prompt companies to hold back on spend across social platforms and opt to redirect budgets elsewhere during the crucial final quarter of the year.
MAUs and ad revenue continues to slow as life returns to ‘normal’
Facebook’s Q3 2021 financial statement shows the growth rate of Monthly Active Users (MAUs) on its namesake platform continues to slow, rising just 6% on the same period the year before to hit 2.9 billion. This marks the third consecutive quarter of decline for the metric, following a boost to engagement during the first wave of the pandemic in spring and summer 2020.
Family Monthly Active People (MAP) grew 12% year-on-year, matching the rate of growth reported a quarter earlier in Q2 2021, and indicating engagement remains stable across Facebook’s wider offering of social and messaging apps.
Despite a gradual decline in Facebook usership, total ad revenue rose by 33% over the three months to September, it remains several percentage points above pre-pandemic levels of growth. While, again, this third quarter figure represents a slowdown from the 50%+ figures revealed in Q2, this is in line with the company’s expectations that it would “decelerate significantly on a sequential basis as we lap periods of increasingly strong growth.”