ATT Opt-In Rate

The release of Apple iOS14.5 introduced a requirement to obtain an official opt-in from app users to track them across apps and websites owned by other companies, referred to as ATT (AppTrackingTransparency). The ATT Opt-in rate refers to the percentage of users who select the Allow option when they are presented with the ATT prompt in an app.

When exploring ATT Opt-in rates, it’s important to understand how the rate is defined, as multiple definitions have been observed in the market.

Every app user can be one of these 5 states:

  • A. Prompted, opted in
  • B. Prompted, opted out
  • C. Not yet prompted
  • D. Restricted from being prompted due to Limit Ad Tracking setting or other criteria specified by Apple, such as age or the device’s controlling organization.
  • E. Opted out device-wide (note: this is reported to apps the same way as state B)

The most common definition of ATT Opt-in rate is A/(A+B+E), as defined above, which determines how effective the ATT prompt is at securing explicit permission.

The other definition seen in the market is A/(A+B+C+D) which reflects the total percentage of an app’s user base that has shared identifiable data with the app developer.

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