ATT Opt-in Rate

ATT Opt-in Rate measures the percentage of users who consent to app tracking under Apple's App Tracking Transparency framework.

Why it matters

Influences the effectiveness of personalized advertising.
Affects data collection for user behavior analysis.

How to measure

Calculate as the ratio of users who opt-in to tracking to total users prompted.
Typically measured over monthly or quarterly periods.

Details

The ATT Opt-in Rate is a critical metric introduced with Apple's iOS 14.5 update, which requires apps to request user permission to track their activity across other companies' apps and websites. This rate directly impacts how much user data can be collected, influencing both advertising strategies and app monetization efforts. For mobile engineers and growth teams, understanding and optimizing the opt-in rate is essential for maintaining effective user acquisition and retention strategies.

To improve opt-in rates, apps should clearly communicate the benefits of tracking to users, such as personalized content and improved app functionality. Additionally, the timing and context of the permission request can significantly influence user decisions.

Examples & formulas

For example, if 200 out of 1000 users consent to tracking, the ATT Opt-in Rate is 20%.

ATT Opt-in Rate = (Number of users who opt-in / Total users prompted) * 100

Common mistakes

Failing to provide a clear value proposition for opting in, leading to lower rates.
Requesting permission at inappropriate times, which can result in user denial.