Apple has released the iOS 14.5 operating system. This is the first version of iOS with the new App Tracking Transparency (ATT) framework, which cuts down on the ability to track user actions. We have collected all the relevant information about App Tracking Transparency and made recommendations on how to facilitate adaptation.

What has changed and what can be done about it?

In the near future, it will be noticeable that the traffic in campaigns designed for iOS has changed. Therefore, we recommend that you carefully monitor the performance of your iOS app campaigns and adjust your budget and bids as needed.

Let’s take a look at the changes in the main advertising ecosystems.

Google

App promotion campaigns

1. Consolidate all campaigns for iOS apps. For app install campaigns to perform at their best, limit the number of events to eight for each of your iOS apps.
2. Update Google Analytics for Firebase to the latest version and implement SKAdNetwork. This system allows for up-to-date information on installations, as far as possible under the new rules.
3. For app campaigns, change your strategy to target CPA instead of Target ROAS.

Website promotion campaigns

1. Make sure your site uses a custom tag (gTag.js or Google Tag Manager). This will help you link conversions to ads that are subject to ATT rules.
2. Make sure your site supports custom URL parameters, as there’s a new parameter recently introduced that allows you to track iOS user conversions without violating Apple’s policies.
3. Enable audience expansion or targeting expansion for remarketing or email list campaigns. It’s also a good idea to add Lookalike Audiences to all ad groups or campaigns to correct for the loss of reach.

Resources for more information about iOS 14:

• Help Center article for sites.
• Application Help Center article.
• Help Center article on modeling.
• Ads on Air tutorials.

Facebook

1. The site needs to be verified. To do this, sign up for Facebook Business Manager and follow the instructions. This is necessary to prevent disabling ads in your account.
2. Prioritize events according to the funnel (Events Manager), because Facebook will be able to register only one event, which is made by users who have opted out of tracking.
3. Review audience targeting, because remarketing groups will decrease (users who opted out of tracking will become unavailable).
4. Rethink campaign segmentation because Gender, Age, Location, and Placement breakdowns for in-app conversions will not be available.
5. Consider the reduced attribution window when analyzing performance. The changes also affected them – 1 day after the view and 7 days after the click (was 28). Windows are now installed at the ad group level.

More Resources:

• Facebook Help Center impact changes.

Here are the key changes combined in a table format for ease of understanding:

If you have any questions, ask in the comments, we will respond promptly.

By the way, we have the manual on how to share access to a Meta ad account.

FAQ: Frequently Asked Questions About App Tracking Transparency (ATT)

What Is App Tracking Transparency (ATT)?

App Tracking Transparency (ATT) is Apple’s privacy policy that requires mobile apps to obtain users’ permission before tracking their activity across different apps and websites. This feature became available starting with iOS 14.5.

How Has ATT Affected Digital Advertising?

After the introduction of ATT, advertisers gained access to less data about the behavior of iOS users. This affected attribution accuracy, remarketing, advertising campaign optimization, and conversion measurement in Google Ads, Meta Ads, and other advertising platforms.

What Is SKAdNetwork?

SKAdNetwork is Apple’s framework that allows advertisers to measure the performance of mobile app advertising campaigns without sharing users’ personal data. It became one of the primary attribution mechanisms following the introduction of ATT.

How Can Advertising Campaigns Be Adapted to ATT?

To adapt to ATT, advertisers can use server-side event tracking, configure SKAdNetwork, implement Consent Mode, Enhanced Conversions, or Conversion API depending on the advertising platform, and make greater use of conversion modeling and first-party data.

Does ATT Still Affect Advertising?

Yes. Although advertising platforms have adapted to Apple’s privacy requirements, ATT restrictions remain in place and continue to affect attribution, advertising campaign measurement, and ad personalization for iOS users.