Budgets for iOS app install ad spend grew 65% over the second half of 2021, according to the latest examination by AppsFlyer that tracked the impact of Apple’s App Tracking Transparency (ATT) framework on mobile measurement.
Around 80% of apps have implemented the ATT prompt to date and opt-in rates have been steadily on the rise with one in two allowing prompts.
“Over the last year, many players in the mobile ecosystem have begun breaking the addiction to user level data, by adopting different measurement methodologies, metrics and technologies,” said Gal Ekstein, President & GM, EMEA & LATAM AppsFlyer. As a result, there’s renewed confidence in iOS, and a shift in mindset that puts privacy front and centre, without compromising on user experience.
In the UK, opt-in rates were 42% for gaming apps and 41% for non-gaming apps, just below the global average of 46%.
The report also found that iOS non-organic installs rose 7% year on year, but Android grew 4x faster.
Measuring non-organic installs improved over the last six months thanks to SKAdNetwork adoption, innovation in measurement, and increased confidence among marketers.
There was a 3% drop in iOS cost per install from the final quarter of 2021 to Q1 2022 after a 58% spike between Q1 and Q3 in 2021.
This spike was largely due to a rise in price of media in iOS.
AppsFlyer also measured a 30% drop in IDFA rate between showing the ATT prompt on first launch and two hours later. Therefore, consent is higher when an app is first launched.
It also noticed a 30% higher consent rate in developing countries as developed markets tend to be more sensitive to data privacy.