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Only 1 out of every 10 ad-driven installs can now be attributed

1 out of every 10 ad-driven installs can now be attributed

Alex Sagal

Alex Bauer, Head of Product Marketing at BranchMetrics (mobile measurement and deep linking platform), has published new stats on iOS 14.5 and ATT adoption on his Twitter.

Approximately 17% of iOS users have installed version 14.5.

iOS 14.5 adoption stalled at 17%

ATT opt-in rate for apps showing the prompt has increased slightly, now at 24.3%. This is the percentage of apps that "show the prompt", calculated as "authorized / (authorized+denied)" requests.

 
ATT opt-in rate for apps showing the prompt has increased slightly, now at 24.3%.


There’s also an “effective tracking rate” of 16.5 percent. This is calculated as “authorized / (all other statuses)”. The device-wide opt-out rate stands at 34.5%. This figure is derived from looking at apps in which the request to track was denied without displaying the prompt.

Alex emphasizes that the most important data for marketers is the following:

What mobile marketers *really* need to care about is how many device-level attributions still make it through successfully, after the two-sided ATT consent requirement is satisfied. Right now, this rate is only 9%. This means that compared to prior iOS versions, only 1 out of every 10 ad-driven installs can now be attributed.

This Monday Apple released iOS and iPadOS 14.6, so the cycle resets again.