It’s well known that when Apple last year enabled an iPhone privacy feature that blocks advertisers from tracking users, Facebook parent Meta Platforms suffered. What’s also becoming clearer: Google was among the biggest beneficiaries of Facebook’s pain.

This month, nearly a year after Apple’s privacy rule went into effect, more than 150 brands that sell goods online spent 42% of their advertising budget on Google ads, up from 36% in April 2021, according to Rockerbox, whose software helps the companies measure the performance of their ad spending. The share of ad budgets spent on Meta, meanwhile, fell to 30% this month from 32% in April 2021 after reaching a low point of 26% just last month. The trend matches earlier anecdotal evidence that some Facebook advertisers are seeing signs of improvement in their ad campaign performance and boosting their spend as a result.