A guide to the user opt-in
With iOS 14, Apple chose to enhance its protection of app users’ privacy rights. This is handled by an explicit request for tracking authorization by the App Tracking Transparency (ATT) framework. This page outlines what steps you can take to optimize your user opt-in rates.
Apple introduced various updates with iOS 14. Here’s a breakdown of the key points you need to know about.
Apple's redesign of its App Store places an emphasis on each app’s privacy information. This includes callouts on an app’s product page to inform users about what data the app may collect. App publishers will need to provide this information and details of how they work with third-party partners whose code they integrate into their app. Find out more.
- Sharing of emails,
- Sharing of Advertising IDs
- Sharing of any other ID with a third-party advertising network that uses that information to retarget those users in other developers’ apps or to find similar users.
Apple has refined its policy for apps using SDKs and the requirement for user consent. Now, any app that has a third-party SDK combining its user data with the user data from other developers’ apps to target advertising or measure advertising efficiency, will need to serve an ATT pop-up requesting consent.
This applies even if you do not use the SDK for these purposes. For example, using an analytics SDK that repurposes data from your app to enable targeted advertising in other developers’ apps.
Apple has issued guidelines clearly outlining the specific parameters you may work within when requesting user consent. We urge you to strictly consult and adhere to these when planning your strategy. Read the guidelines.
Once you begin to serve the ATT pop-up requesting tracking consent, you will actively be working with the ATT framework. At this point your app will be included in a list under the device’s Privacy Settings. From this moment onward, if a user chooses not to allow tracking, you will no longer receive IDFA information.
Apple will require every iOS app to serve the ATT consent pop-up. Get ahead and start thinking about your strategy today. Define a UX strategy that details how you can optimize your chances to persuade users to opt-in. Begin by auditing the type of data your app collects. What data is business-critical and what data could you do without?
To help encourage users to opt-in, Adjust recommends that you display a pre-permission prompt before showing Apple's ATT consent request. This prompt gives users an early indication about an upcoming consent request. This context makes them feel more comfortable and is an opportunity for you to explain exactly how data is used to their benefit. Their response can also inform whether to follow with the Apple pop-up immediately.
Put your strategy into action and start testing as soon as possible. Examples of the different dimensions you can test are:
- Behavioral messaging
- Message frequency
- Format (full screen, banner)
- Sequencing (serving after a user completes a specific action)
- Onboarding (serving during onboarding)
We recommend A/B testing if you want to compare two categorical variables. For example, to assess the impact of two different pre-permission prompt designs on the opt-in rate. If, however, you would like to see how multiple different categorical variables compare with one another, it is best to use a log-linear analysis model. Here for example, you might compare the prompt’s design, with its placement in the app journey, relative to the opt-in rate.
Since the announcement of iOS 14 and the introduction of the the ATT framework, Adjust has worked with many app developers around the globe in an effort to understand the consent flow. Based on our extensive communication and testing with these developers, we've collected our learnings in the posts below: