App Tracking Transparency Key Statistics
ATT Opt-In Rate by App Category
ATT Opt-In Rate by Game Category
ATT Opt-In Rate by Country
iOS Apps User Tracking
iOS Apps Background Location Access
iOS Apps Collect Data by Category
One of the key ways Apple has separated itself from the rest of the app industry is its focus on privacy for the consumer, which it started focusing on heavily in the late 2010s with a series of frameworks and app regulations aimed at giving users more control over what data they share.
App Tracking Transparency (ATT) was one of these frameworks, introduced in 2020 and enforced in Apple's iOS 14.5 update as mandatory for all applications which collect data. The framework asks users via a pop-up if they would like to be tracked, and indicates what data will be tracked if they accept.
The launch of this framework alongside a more forceful push into advertising in iOS by Apple, through Apple Search Ads and SKAN, tanked several of the major advertising networks, including Google, Facebook and Snapchat. ATT effectively made it much harder to track users, as less than half opt-in.
Even though marketers balked at this change, they have tried to get onboard with new onboarding solutions aimed at better persuading users to hand over data. New funnels have been created specifically for the purpose of describing all the benefits of data sharing to the end user.
Apple has also had a knock on effect with other platforms, specifically Android, which has looked into its own ways to give users more control over their data.
We have collected data and statistics on App Tracking Transparency. Read on below to find out more.
App Tracking Transparency Key Statistics
- Games have the highest ATT opt-in rate of 39%
- Hyper casual games have the highest ATT opt-in rate across all gaming genres
- The UAE has the highest ATT opt-in rate by country at close to 50%
- Less than 20% of apps track users through data, with 18% asking for backgro
