At a Glance:
App Tracking Transparency is a privacy framework on iOS 14.5 and later that requires apps to request user consent before accessing the device’s advertising identifier (IDFA). A system prompt appears to let users allow or deny tracking across other apps and websites.
What is ATT?
App Tracking Transparency (ATT) is a privacy framework introduced by Apple that requires apps to ask users for permission before tracking their activity across apps and websites.
From iOS 14.5 onwards, apps can only access the IDFA (Identifier for Advertisers) if the user explicitly allows tracking through this prompt.
How ATT Works
Apps display a system permission prompt asking users if tracking is allowed
Users can choose to:
Allow tracking
Deny tracking
If tracking is denied, apps cannot access IDFA or track user activity across apps
If both the advertiser app and publisher app receive user consent, tracking across different apps is permitted.
ATT Status & Consent
Each user has an ATT status that defines whether tracking is allowed and if IDFA can be accessed.
ATT Status | Consent (IDFA Available) | Description |
Restricted | No | Set by Apple based on factors like age or device settings. Users cannot change this, and the prompt is not shown. |
Not Determined (iOS ≤14.4) | Yes | Default state before ATT enforcement. |
Not Determined (iOS 14.5+) | No | Default state until the user responds to the tracking prompt. |
Denied | No | User has declined tracking or disabled it in device settings. |
Authorized | Yes | User has allowed tracking through the ATT prompt. |
Important Notes
Showing the ATT prompt is optional, but without it, you cannot get user consent
IDFA is available only when the user's status is Authorized
By default, users are not opted into tracking unless they allow it
Users can also control tracking settings at the device level
Impact on Attribution
With ATT in place:
Access to user-level data is limited to users who allow tracking
For users who do not consent:
IDFA is not available
Tracking is restricted
As a result, advertisers rely on a mix of:
User-level attribution (for consented users)
Aggregated attribution methods (like SKAN) for others
How Apptrove Handles ATT
SDK Integration
Apptrove’s SDK includes built-in ATT support. It triggers the ATT prompt, captures the user’s authorization status, and manages IDFA access accordingly.
Consent Status Recording
The SDK records one of four states—Authorized, Denied, Not Determined, or Restricted—and displays consent data in the Apptrove dashboard and exports.
IDFA Access Control
Authorized: IDFA is collected for attribution and audience segmentation.
Denied/Restricted: IDFA is blocked, and Apptrove uses alternative attribution methods without violating privacy guidelines.
Best Practices for ATT Prompts
Pre-Prompt Messaging
Show a brief in-app message before the system dialog to explain how tracking enhances user experience (e.g., personalized content).
Optimal Timing
Trigger the prompt at natural milestones, such as after onboarding or when introducing a core feature, to avoid disrupting critical flows.
Clear Context
Keep pre-prompt copy concise, stating why permission is requested and how users benefit. Include a “Learn More” link to your privacy policy if needed.
Testing & Iteration
A/B test pre-prompt language, design, and timing. Monitor consent rates in Apptrove to refine your approach.
Monitoring and Action
Dashboard Insights
Track ATT consent rates and compare performance metrics for opted-in versus opted-out users.
Audience Segmentation
Segment users by ATT status to tailor messaging, offers, or re-engagement strategies.
Reporting
Export consent data to analyze trends by geography, campaign, or user cohort over time.
Summary
ATT shifts control of data tracking to users by:
Requiring explicit permission for tracking
Limiting access to IDFA without consent
Changing how attribution and measurement work
This results in a privacy-first ecosystem, where both user-level and aggregated data are used together for campaign measurement.
We are delighted to have assembled a world-class team of experienced professionals who are ready to take care of your queries and answer any questions you may have.
Feel free to reach out to us at any time by emailing us at support@apptrove.com or by using the in-platform chat feature. We'd love to hear from you!
