What you need to know A new report says that numbers Facebook used in its ad campaign against Apple were not correct. Facebook has previously stated new opt-in measures for tracking users will seriously harm its business. A new Harvard Business Review study shows Facebook numbers used in a campaign against iOS 14 anti-tracking measures were false. The report summary states: Apple will soon require consumers to opt-in if they want to allow businesses to track their data and use it for personalized advertising. Facebook is fighting this decision with an aggressive ad campaign, citing evidence that the decision will hurt small businesses. But that evidence turns out to be false, as Facebook surely knows.