App Tracking Transparency (ATT)

App Tracking Transparency (ATT) is a privacy framework by Apple requiring apps to request user permission to track their data.

Why it matters

Enhances user privacy by giving control over data tracking.
Impacts how advertisers and app developers measure user engagement.

How to measure

ATT Opt-in Rate
Monitor over monthly or quarterly periods.

Details

Introduced in iOS 14.5, ATT requires apps to obtain explicit user consent before tracking their activity across other companies' apps and websites. This change significantly affects data collection practices, especially for advertisers and app developers who rely on user data for targeted advertising and analytics.

For mobile engineers, implementing ATT involves integrating Apple's AppTrackingTransparency framework and ensuring compliance with user consent requirements. Growth teams need to adjust strategies to accommodate potential declines in available user data.

Examples & formulas

An example scenario includes an app prompting users with a dialog asking for permission to track their activity, which directly affects the app's ability to gather data for personalized advertising.

Common mistakes

Failing to clearly communicate the benefits of tracking to users, leading to low opt-in rates.
Not updating privacy policies to reflect ATT requirements, risking non-compliance.