Apple’s introduction of App Tracking Transparency (ATT) has turned the mobile app market on its head. After one year, the dust had settled to some extent, but some problems remained. In the new ‘ATT – 1 year on’ report, AppsFlyer explores the key trends and insights behind privacy change, as well as how to overcome these challenges.
- +65% surge in app install ad spend on iOS in the last six months after a Q3 plunge. However, iOS budgets were 10% lower YoY (Q1 2022 vs. Q1 2021).
- 4x higher increase in non-organic installs on Android vs. iOS: while the latter saw a 7% YoY increase in NOI (Q1 2022 vs. Q1 2021) thanks to a strong recovery in the past six months, Android surged 28% during the same time frame.
- Only 3% drop in iOS CPI in Q1 2022 vs. Q4 2021 after a 58% spike between Q1 and Q3 which drove budgets upward in 2021 despite fewer non-organic installs.
- 80% of apps have implemented the ATT prompt a year into its enforcement. Games lead the way with 91%, while Health & Fitness apps show lowest adoption at 57%. It appears the benefits of showing the prompt far outweigh the benefits of not showing it due to a UX concern.
- 30% drop in the IDFA rate between showing the ATT prompt on 1st launch vs. showing it two hours later. Our data clearly shows that consent is highest when users launch the app for 1st time — likely among other in-app notifications shown to users upon launch.
- 30% of non-gaming apps had a higher IDFA rate on day 7 post install compared to day 0 – probably the result of showing a post-ATT in-app notification to engaged, non-consenting users.