AppsFlyer today released its newest report, ATT – One Year On, a detailed examination on the impact that Apple’s App Tracking Transparency (ATT) framework had on mobile marketing measurement, budget, and consumer spend revenue one year after its enforcement commenced.
A year into ATT enforcement and its adoption is widespread, with 80% of apps implementing the ATT prompt (showing it to their users).
In addition, opt-in rates also grew in the past year, where month after month AppsFlyer data has shown that nearly 1 in every 2 instances resulted in a user tapping on the ‘Allow’ button among those who had been shown the prompt.
While mobile marketers initially worried over the user experience risk of the prompt, after a year it is clear that the benefits of showing the prompt far outweigh the benefits of not showing it due to a user experience concern.
With new data privacy standards largely in place thanks to ATT, the key going forward is to help businesses grow with data-driven collaboration and insights that are privacy-compliant.
“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 sit at 42% for gaming apps and 41% for non-gaming apps. This is just below the global average of 46%, likely due to greater sensitivity and awareness around data privacy and security amongst consumers.
With further privacy updates planned for iOS 15, and the introduction of similar changes from Google, adopting newly developed privacy-compliant tools, building trust with consumers, and using data to make informed decisions will be key to helping marketers continue to achieve their marketing goals.”
In the ATT – One Year On report, AppsFlyer broke down global trends that displayed the impact of privacy on the mobile marketing space, including:
1. iOS Non-Organic Installs (NOIs) increased 7% year-over-year, but Android surged 4x faster in the same period.
The ability to measure non-organic installs on iOS has vastly improved in the past six months thanks to SKAdNetwork adoption, innovation in measurement, and increased confidence among marketers in their ability to measure iOS campaigns.
Despite an initial drop, NOIs in iOS recovered and increased 7% year-over-year (Q1 2022 vs. Q1 2021), however Android are the real winners with a 28% year-over-year surge.
2. After an initial plunge in Q3 2021, iOS budgets increased 65% in the last six months driven by a surge in the cost of media.
With that said however, budgets remain 9% lower year-over-year.
3. Only 3% drop in iOS Cost Per Install (CPI) from Q4 2021 to Q1 2022 after a 58% spike between Q1 and Q3 in 2021.
The initial spike in 2021 was due to the substantial increase in the price of media in iOS, and the spike drove budgets upward despite measuring fewer non-organic installs.
While CPI jumped 15% in Q3 and another 20% in Q4 2021, Q1 2022 finally saw the stabilisation of CPI, indicating that media sources have improved their conversion modelling capabilities to better predict impact with limited post-install data from SKAdNetwork.
4. 30% drop in the IDFA rate on average between showing the ATT prompt on 1st launch vs. showing it two hours later.
Apps control when to show the ATT prompt and this can have a significant impact on opt-in rates. AppsFlyer data clearly shows that consent is highest when users launch an app for the first time, likely among other in-app notifications shown to users upon launch.
30% higher consent in developing countries, as users in developed markets are more sensitive to data privacy.
Sensitivity and awareness to data privacy and security is significantly higher in developed markets, except for France.
The consent rate in France was 35% higher than other Western European countries in both gaming and non-gaming apps.