Earlier this year , Facebook said it would remove mobile app - install advertisers ' ability to collect device - level data , but following opposition from marketers it has done a u - turn on this policy . Game makers , such as Square and Kabram , both of whom spend millions of dollars a month to drive app installs , were two companies who pushed back at the policy . Facebook has reiterated in a statement that it does not believe device level data is not the most accurate data , it wants to allow its advertisers " the choice to measure ads based on what is important to them . "
Earlier this year, Facebook said it would remove mobile app-install advertisers' ability to collect device-level data, but following opposition from marketers Facebook has done a u-turn on this policy. Game makers, such as Supercell and Kabram, both of whom spend millions of dollars a month to drive app installs, were two companies who pushed back at the policy. Facebook has reiterated in a statement that it does not believe device level data is not the most accurate data, it wants to allow its advertisers "the choice to measure ads based on what is important to them."