Timing is Everything: The Critical Role of Apple’s ATT for iOS App & Game Publishers

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In the ever-evolving landscape of digital marketing and app development, timing can make all the difference. This holds particularly true when it comes to Apple's App Tracking Transparency (ATT) prompt, a feature that has reshaped how app publishers approach user data and privacy.

Introduced with iOS 14, the ATT prompt requires apps to ask users for permission to track their activity across other apps and websites. Users can either allow or deny this request, which, if granted, gives the advertiser access to the Identifier for Advertisers (IDFA), a crucial tool for targeted advertising. This decision is not automatic—it’s up to the advertiser to decide whether to implement the ATT prompt, depending on their business strategies and marketing goals.

Why You Should Show the ATT Prompt

Implementing the ATT prompt can offer substantial benefits to iOS app and game publishers. When users opt-in, advertisers gain access to valuable user-level data and attribution insights, which can significantly enhance marketing efforts. Here’s how:

1. Revenue for Ad-Supported Apps:For apps and games that rely heavily on ad revenue, a cohort of users who have consented to tracking becomes highly valuable. These users are in high demand among advertisers, leading to increased CPM rates.

2. Data Granularity: With a portion of your user base providing full data granularity, you can better understand user behavior and improve your marketing strategies. This data can be used to compare with SKAdNetwork data, enabling more effective optimization.

3. Campaign Optimization: By sending user-level event data to networks, you allow them to optimize their ad campaigns more effectively. This can lead to improved performance and higher returns on your advertising spend.

Are There Any Reasons Not to Show the Prompt?

While the benefits of showing the ATT prompt are clear, some app publishers may choose not to implement it. Here’s why:

SKAdNetwork Compatibility: Some apps prefer to rely on Apple's SKAdNetwork for aggregated attribution, which allows them to continue optimizing their marketing efforts without affecting the user experience.

Avoiding Potential Drop-Off Rates: For apps with sensitive user experiences or low reliance on marketing, avoiding the ATT prompt might prevent users from dropping off during the onboarding process.

Industry Uncertainty: Many publishers are waiting to see how ATT impacts the broader industry before making a decision. The landscape is still shifting, and some are adopting a "wait and see" approach.

App Type Can Determine the Prompt Strategy

If you decide that the ATT prompt is right for your app, the timing of when you display it is crucial. Different types of apps may require different strategies:

Ad-Supported Games/Apps: For games/apps that generate revenue through ads, it’s best to show the prompt before serving the first ad. This ensures that users understand the need for tracking permissions from the outset.

Subscription Apps: For subscription-based services, presenting the prompt immediately after sign-up can be effective. Users are already engaged in the process and are more likely to grant consent when they understand its necessity for a smooth service experience.

By tailoring the timing of the ATT prompt to your app’s specific needs, you can optimize user acceptance and minimize disruption, ensuring the best possible outcomes.

How to Maximize Opt-In Rates

According to AppsFlyer data, most apps see the highest opt-in rates when the ATT prompt is shown at first launch. However, as each app is unique, it’s essential to test different approaches. Here are some strategies to consider:

Engaged Users: Sending push notifications to re-engage high-quality users has been shown to increase opt-in rates for many apps. For example, 30% of non-gaming apps saw higher opt-ins by re-engaging users seven days after installation.

Education Cards: Before showing the actual ATT prompt, include a warm-up message that explains why consent is important and how it helps personalize the user experience. This can encourage users to opt-in.

Timing: For some advertisers, delaying the prompt until a few days after installation can yield higher opt-in rates. Once users understand the value of the app, they may be more willing to consent to tracking.

Brand Trust: Established brands have an advantage due to existing user trust. Users who are already invested in your app, especially those who update to iOS 14.5 or later, are more likely to opt-in.

Testing and Optimization: This is new territory for the iOS app market. Continuous testing, observation, and optimization are vital to finding the best approach for your specific app.

Conclusion

Understanding and leveraging the factors that influence ATT opt-in rates can make a significant difference for iOS app and game publishers. By carefully considering when and how to present the ATT prompt, you can maximize user engagement and data collection, ultimately driving better business outcomes in a privacy-focused world. As the industry continues to adapt, staying ahead of these changes will be key to long-term success.