How ATT opt-in rates affected installs and mobile ad budgets in 2021

Anne Freer | December 22, 2021

App Business

App Tracking Transparency (ATT) opt-in rates reached 46% over the last few months of 2021, according to data released by AppsFlyer.

While mobile marketers and advertisers worried that measurement and ad optimisation would be seriously hampered by the updates to iOS 14.5 it appears that install and usage baseline were elevated in 2021 despite ATT.

Installs exceeded 2020 by 19% this year driven by lockdowns and social distancing policies.

The opt-in rates demonstrate that for one in two instances when a user is asked to opt-in to app tracking they allow it in exchange for a more personalised experience.

AppsFlyer predicts that opt-in rates could improve even further as users want to ensure they don’t get too many untargeted ads.

Traditional attribution initially dropped 25% by June and another 5% by September, but it has recently picked up again (rising 17%) with continued adoption of SKAN.

Gaming apps that are known for their agility were quick to adopt SKAn faster than non-gaming apps, but AppsFlyer also noted an overall 6% drop in overall Gaming app installs.

According to the forecast, user acquisition budgets in 2021 could reach $78-$83 billion, a 40% rise over last year.

Ad prices rise 20% to as much as 50% across nearly all categories since the enforcement of iOS 14.5, however. It is expected that user acquisition budgets could rise further in 2022.

AppsFlyer also expects that re-engagement will continue to drive higher usage for owned media and the paid remarketing front.

Around 65% of apps implemented ATT this year and this number is expected to increase to 70%-75% in 2022. The main reason for some apps not adoption ATT is out of concern that the prompt with its somewhat off putting language can drive churn and disruption to the user experience.

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