Earlier this year, Apple updated its App Store policies, and one of the most significant changes affecting businesses is the increased service fee for in-app transactions, including advertising purchases. This change means advertisers who buy Meta ads from within the Meta app on iOS devices are looking at a 30% surcharge added to their costs.
What Is the 30% Surcharge?
The 30% surcharge applies when Meta ads are purchased through in-app transactions on iOS devices. This is due to Apple’s policy of taking a 30% cut on in-app purchases made through the App Store. For businesses buying ads through the Meta app on an iPhone or iPad, this surcharge will now be included in the overall ad cost. As digital marketers, we know that every dollar spent on advertising needs to count, so for businesses managing ad budgets carefully, this fee increase could have a major impact on ROI.
But here’s the good news: we’ve identified five ways to manage and run your Meta ads effectively while avoiding the 30% surcharge.
1. Use Meta Ads Manager on Desktop
The most straightforward way to avoid Apple’s extra fees is by managing and purchasing your Meta ads through the Meta Ads Manager on a desktop browser. By accessing Ads Manager via a web browser, you bypass the App Store altogether, meaning you won’t incur Apple’s 30% fee. Not only will you avoid the surcharge, but you’ll also have access to more advanced targeting, ad optimisation tools, and reporting features that are not always available in the mobile app.
2. Use Meta Business Suite
Meta Business Suite, accessible via both desktop and mobile web browsers, allows you to manage your Facebook and Instagram campaigns without using the iOS app. This tool gives you a comprehensive view of your ad performance and allows you to adjust budgets, audiences, and creatives—again, without the risk of Apple’s 30% surcharge.
3. Avoid In-App Purchases on iOS Devices
A simple yet effective strategy: avoid making any Meta ad purchases directly through the iOS app. Whether you’re tempted to boost a post or purchase ads within the app for convenience, these purchases will come with that additional fee. By sticking to desktop or mobile web browsers, you can steer clear of these extra costs.
4. Set Up Auto-Billing in Ads Manager
To make sure you never inadvertently incur Apple’s 30% fee, set up auto-billing within Meta Ads Manager on a desktop. This way, your ad spend will be processed automatically through the web-based system rather than the mobile app, ensuring that all charges remain fee-free. Setting up auto-billing also simplifies the ad management process and prevents accidental in-app transactions.
5. Keep an Eye on Billing Settings
Another way to avoid the surcharge is to regularly check your billing settings within Ads Manager. Ensure that all payments are set to go through desktop transactions and not mobile in-app purchases. This habit can help you catch any billing issues before they lead to unnecessary fees.
The 30% surcharge on Meta ads purchased through Apple’s App Store doesn’t have to eat into your ad budget. By managing your ads through desktop browsers, using Meta Business Suite, and avoiding in-app purchases, you can keep your costs down and ensure you’re getting the most value from your advertising dollars.
If you need help optimising your ad campaigns and avoiding these extra fees, our team here at Concept Designs & Marketing is here to help. Contact us today for a consultation to discuss managing your Meta ads effectively without the additional costs. You can also learn more about our social media marketing services to boost your online presence and reach your business goals.
