Mind the gap – bridging the divide between high ATT opt-in and low IDFA collection rates

Summary

In the post-iOS 14 landscape, ATT prompt opt-in rates are around 40-50%, yet IDFA collection rates remain low. Key reasons include: over 30% of devices are LAT-enabled or restricted (e.g., minors, education mode) and never receive a prompt; and about 55% of app owners avoid implementing the ATT due to fears of user churn, instead using alternatives like SKAdNetwork or probabilistic modeling. However, if 80% of apps deployed the prompt, consenting users could rise from 13% to 24%, significantly enhancing attribution capabilities.

To bridge the gap, apps should carefully time the prompt, target existing users, customize the purpose string, and use a pre-ATT prompt to explain value, thereby minimizing churn while boosting opt-ins.