Apple’s AppTrackingTransparency released as part of iOS 14 means that users need to actively opt-in for an app to use their Apple IDFA for ad targeting and attribution.
App marketers and advertisers worried that the new opt-in would hamper with measurement and optimisation of app campaigns on iOS devices.
But as the industry adopted to the changes and has become more privacy-aware, opt-in rates for tracking were predicted to remain rather low at between 2-20%.
According to AppsFlyer research based on an analysis of 300 apps the numbers are much higher than previously assumed.
Overall, 41% of users have opted in to tracking and the average per app is 28%.
That’s great news for app marketers and end-users looking to get more personalised experiences.
There’s a big difference between gaming and non-gaming apps with opt-in rates much higher for the latter (41% compared to 30% for gaming).
The higher the brand affinity, so it seems, the more likely to opt-in.
Many non-gaming apps have a higher brand affinity.
And although these estimates are based on modest data, AppsFlyer also noted that larger apps had higher opt-in rates, with the top 10% by device count having a 50% higher rate than the bottom 10%.