ATT – 1 year on: Exploring the impact of Apple’s privacy changes 



Apple’s App Tracking Transparency (ATT) framework has turned the mobile app space upside down. 

1 year on, the dust has settled to some extent but some challenges remain. In this new report, we explore key trends and insights driven by privacy changes and how we can overcome these challenges. 

What’s inside

Our analysis was conducted on both iOS and Android data, covering:

  • Marketing measurement and attribution
  • Cost per install and user acquisition budget
  • Consumer spend in apps 
  • When to show the ATT prompt – by minutes, hours, and days
  • ATT opt-in rate benchmarks by category and country
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