So, as everybody who's running Facebook ads knows, from January 6th to January 14th, there were weird things going on with LPV. The issue was resolved on January 13, 2026, at 2:56 PM PST, and all future reports, after the issue was resolved, will show accurate LPV data.

What is LPV vs CTR?

CTR records when people click on the ads.

LPV records when people click on the ads and land on the page, and then after the website loads, the page view event is fired.

The gap between them is that:

1. The website has to load. A lot of website performance is slow, and there are people who click on ads and may not wait until the website loads.
2. The page view event has to be fired. Normally, if the website loads, the page view event will be fired; however, there are scenarios where it will not be sent to Facebook. This occurs when people decline consent. Legally, if they decline consent, events cannot be sent to any marketing channels.

What did we see from 01/01 - 01/13?

Below is aggregated data of all the events and the percentage of click ID (fbc) associated with all of our clients combined (1,000+ brands).

Was the landing page really not visited? No.

As you can see, the percentage of click ID did drop slightly after January 6th, but the total events/traffic also dropped. This decline happened because people started running fewer ads after seeing worse results.

However, the percentage of click ID did not decrease significantly, indicating that there are no technical issues with iOS or tracking itself; it is a Meta analytic bug.

What's up with iOS 26? Why do people keep mentioning iOS 26?

I think it's a pure misunderstanding. Let's revisit iOS 26 update (https://www.aimerce.ai/blogs/bfcm-2025-new-shift-how-to-adapt-i-os-26)

1. iOS 26 update was rolled out in late September 2025.
2. We've tested out click ID impact on iOS 26, it mostly affects incognito modes.
   • In normal mode, there are fbc and gclid【NO impact】
   • In incognito mode, also known as private mode, etc., there are 【fbc gclid stripped】

What about other browsers?

Different browsers have different behaviors. Safari takes the majority of the traffic for most of the DTC brands.

• FB/IG in-app browser - Facebook mobile and page views with click ID do not show significant changes, but rather remain stable.
• The proportion of mobile Chrome is very low, so even if there are fluctuations, they are not significant.
• The Android side is overall normal, indicating that it is neither that the ads themselves are not generating click IDs, nor is it a decrease in ad visibility.

What about landing page?

Landing page DOES matter, by a lot. So much so that landing pages can influence CPM too.

A few things that really matter:

1. Is the landing page optimized for mobile?
2. How fast can a landing page load? Every second of page loading time affects the conversion rate by 7-10%.
3. Are the landing page and checkout page on the same domain or hosted on the same website platform? If not, have you tracked and forwarded the click ID correctly?

Why do I have to mention cookie consent?

Legally, if visitors decline consent, events cannot be sent to any marketing channels. Therefore, you may lose a lot of data if people do not set up the consent banner or default settings correctly.

What’s interesting about the default settings is that it pertains to when people did not interact with a consent banner or when you do not have a consent banner at all. Is the default set to accept or reject?

Shopify controls that behavior; it’s in Shopify settings → privacy. If you have a consent banner, it can also regulate that behavior.

Aimerce has developed a free tool for you to test your cookie banner behavior. Check this: www.aimerce.ai/cookie

Happy Friday! Here to help you win!

Yiqi