Apple's Service Fee on Meta Ads: What It Means for Agencies and Advertisers

Apple’s 30% commission on in-app purchases has been a controversial topic for years. In 2022, this policy was expanded to include “boosted posts” on popular social media platforms like Facebook and Instagram. This move has directly impacted Meta’s advertising services, creating challenges for advertisers and agencies alike. With this fee now affecting advertisers in the region, it’s important to understand its implications and how advertisers can adapt.

How It Affects Advertising Costs

The introduction of Apple’s fee on boosted posts has increased the cost of advertising for businesses. Advertisers now need to allocate larger budgets to achieve the same level of reach and engagement they had before. This, in turn, lowers the return on investment (ROI) for advertising campaigns, making it a challenging scenario for both small businesses and large-scale advertisers.

What Agencies Can Do

Agencies will assist advertisers in managing these rising costs by applying their expertise to deliver value and optimize return on investment. One of the most effective strategies is using Meta’s Ads Manager instead of boosting posts directly through the app.

Here’s why Ads Manager is a better choice:No Apple Fee: Ads created through Ads Manager are not subject to Apple’s 30% commission.

Advanced Targeting: Ads Manager offers detailed audience filters to ensure campaigns reach the most relevant audience.

Better Performance Tracking: Agencies gain access to deeper insights, allowing them to make data-driven adjustments to campaigns.

More Control: Agencies can choose specific ad placements for optimized visibility.

By shifting from boosted posts to Ads Manager, agencies can reduce costs, improve campaign performance, and offer their clients better value.

A Growing Opportunity for Agencies in the UAE

For agencies in the UAE, this situation presents an opportunity to differentiate themselves in the market. By using Meta’s Ads Manager to run cost-efficient campaigns, agencies can offer their clients smarter advertising solutions that avoid unnecessary fees. This approach not only save money but also builds trust with clients who value cost-effective strategies.