Since the iOS 14.5 release, there has been a lot of buzz about 'ATT opt-in rates'. Not necessarily because these numbers are valuable in isolation, but because this is the most visible leading indicator for how much long-term disruption AppTrackingTransparency will have.
Unfortunately, a lot of the data floating around on this is of dubious quality, with unclear methodologies and small sample sizes. This has led to confusion and some misleading narratives.
Flurry had the first number out the gate (I linked to this two weeks ago, if it looks familiar).
The consensus now is that this number is artificially low, mostly due to the calculation methodology. But in the meantime, it has fed a round of breathless media headlines about how users almost universally 'hate tracking'.
AppsFlyer is also producing a comprehensive report of ATT opt-in data, broken down by industry and vertical.
In contrast to Flurry's numbers, the AppsFlyer methodology likely understates the real-world impact of ATT by excluding users who haven't explicitly opted out but are still 'untrackable' due to other parts of the new policy. However, it's still a useful resource for comparing regions/verticals.
After spending a week explaining why all of these numbers are so widely divergent, I wrote this article to lay out the reasons behind the discrepancies.
Short version: these metrics indicate different things, and are useful for different purposes. None tell the whole story.
We've shared own set of iOS 14.5-related data from Branch, attempting to fix for many of the issues in the above metrics.
- The true 'tracking allowed rate' for apps showing the ATT prompt is around 12%.
- Device-level opt-out is 36.6%.
- A huge inflection point for iOS 14.5 adoption is likely coming soon.
Finally, for a more qualitative look, here's an interesting insight into user perception of ATT from a survey by SellCell.com: of 3000 US-based respondents, 73% agree with what Apple is doing and 18% think Apple is taking it too far.
For comparison, that's remarkably close to the 80/20 split of opt-out/opt-in choices we see US users making on the Branch platform.