When Apple announced plans for its new Identifier for Advertisers (IDFA), marketers became concerned that many users would opt out of allowing for data tracking with apps. Surveys of marketers found a belief that 50% or more of app users would opt out of app tracking. We wrote about this just last month in GreyMatters.
New data has come in, however, that is not quite so pessimistic. AppsFlyer has looked at initial data from millions of interactions across hundreds of apps and found that the opt-in rates are higher than anticipated: 41% overall and 28% per app have opted in for IDFA.
While IDFA is in the beginning stages, this new info indicates that its negative impact may not be as bad as expected. Until the IDFA prompt is fully rolled out, we won’t know for sure. In the meantime, AppsFlyer has recommended that marketers implement a “pre-ATT (AppTrackingTransparency) prompt” with their own wording and design that informs app users of the value of opting in before the Apple prompt opens.