What this means is that the 39% figure actually represents the minimum, and can only increase (within the prism of this initial data sample, not post-enforcement which holds more unknowns).
#Att message app download update
These users are not presented with the ATT prompt when they update their OS, and are automatically transferred to ‘Denied’ or ‘Restricted’ status.ĪTT data, however, does not distinguish between these two groups. But ‘Denied’ also includes users who enabled LAT in previous iOS versions. We calculated the opt-in rate as Authorized / (Authorized + Denied). This is because there is also a ‘Restricted’ status (end-users who are underage and cannot opt-in, or restricted devices) that was excluded.Ĭurrently, this group, which cannot have an IDFA even if they wanted to, is about 13% and it will be interesting to see if this number will increase or decrease in the future.įurthermore, if it wasn’t for Limit Ad Tracking (LAT), numbers could be even higher. It should be noted that the opt-in rate we presented is not exactly the percentage of users with an IDFA, but rather the de-facto IDFA rate. The intent is also stronger with these apps: for example, when looking to buy a new laptop, to order food, or to subscribe to a yoga course. With higher levels of trust, opt-in rates rise. Many non-gaming apps, on the other hand, have a stronger brand affinity and are known to end users. Their initial connection to a game is almost non-existent, and any message that asks for tracking permissions is treated with caution. They simply try out new games without paying much attention to the brand behind them. In the gaming space, end-users adopt an experimental mindset. Although brand equity is on the rise in gaming, it is mostly relevant only for the largest studios. It appears that lower brand affinity in gaming leads to much lower opt-in rates. What is most striking in this data, beyond the high overall rates of course, is the gap between non-gaming and gaming apps (42% vs. Overall, in the last three weeks we counted 7,681,724 times users saw a prompt message and allowed ‘tracking’, and 12,120,114 cases when permission was denied (not necessarily via the prompt - more on this distinction ahead). Numbers may change after ATT is enforced.īut we do have confidence that there is a large enough sample at present to be cautiously optimistic.
It is important to stress that these are preliminary insights from nearly 550 apps, and that these apps are early adopters that may not represent the industry at large.
That’s good news for both marketers who want to make the most of their campaigns with more available, consented data, and end-users who prefer a more personalized experience and have given their clear consent for it. It seems that in reality, opt-in rates are much higher than previously anticipated: 39% overall (weighted average, where totals are used), and 26% average per app (where each app has equal weight regardless of its size, excluding outliers). Learn how leading mobile marketers prepare for iOS 14ĭownload Don’t count out the IDFA just yetįast forward to April 2021, with Apple’s enforcement of ATT most likely around the corner, opt-in numbers have turned out to be quite different.
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