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randomguy19
Active Member
Has anyone seen a major Meta Android Ads drop this year, possibly tied to the Google Play Billing Library migration?
We were on Billing Library v7 in 2025, which Meta's SDK could auto-log purchase/trial events from. We upgraded to v9 in June 2026 (v7 was deprecating), and Meta's SDK doesn't support auto-logging on v9, so we switched to manual event logging.
We cross-checked our manually-logged Trial events against our MMP and they match within ~95%, so tracking accuracy doesn't seem to be the issue. But our Android funnel YoY (July 21 to Aug 19) is down across the board:
KPIs Year over Year for the same 30 day period:
CPM is up and CTR is down, so this looks like worse ad delivery, not just worse conversion.
iOS is down too but much less severe, and looks different: CTR is up and CPC is down, with the drop concentrated at click to install. That seems more tied to the broader ATT/AdAttributionKit shift than account-specific, so we're treating it separately.
Has anyone dealt with this on Android after a Billing Library upgrade or a switch to manual event logging? Curious if others saw a similar funnel-wide collapse, what actually fixed it, and any manual logging best practices we might be missing.
We were on Billing Library v7 in 2025, which Meta's SDK could auto-log purchase/trial events from. We upgraded to v9 in June 2026 (v7 was deprecating), and Meta's SDK doesn't support auto-logging on v9, so we switched to manual event logging.
We cross-checked our manually-logged Trial events against our MMP and they match within ~95%, so tracking accuracy doesn't seem to be the issue. But our Android funnel YoY (July 21 to Aug 19) is down across the board:
KPIs Year over Year for the same 30 day period:
- Spend: 51% lower (by choice, performance has been poor)
- Installs: 76% lower (factor of lower spend + higher CPI)
- CPI: up 103%
- CPM: up 31%
- CTR: down 14%
- Click to Install: down 27%
- Trials: down 78%
- CPA: up 122%
CPM is up and CTR is down, so this looks like worse ad delivery, not just worse conversion.
iOS is down too but much less severe, and looks different: CTR is up and CPC is down, with the drop concentrated at click to install. That seems more tied to the broader ATT/AdAttributionKit shift than account-specific, so we're treating it separately.
Has anyone dealt with this on Android after a Billing Library upgrade or a switch to manual event logging? Curious if others saw a similar funnel-wide collapse, what actually fixed it, and any manual logging best practices we might be missing.
