Process Flow
Animated overview of the full workflow
TL;DR
Apple's App Tracking Transparency (ATT) framework, introduced in iOS 14.5, requires apps to ask permission before tracking users across apps and websites. Roughly 75% of users opt out. Impact: reduced conversion tracking accuracy on Meta, TikTok, and Snapchat (primarily affecting iOS users), smaller retargeting audiences, and less effective lookalike audiences. Mitigation: implement Conversions API (server-side tracking) on all platforms, use broad targeting, focus on creative quality, and build first-party data.
Step-by-Step Guide
Follow these 3 steps to complete this guide
- 1
What ATT Changed
Before ATT, Meta/TikTok/Snapchat pixels could track iOS users across apps and websites freely. After ATT, users must opt in to tracking. Most opt out, meaning these platforms receive less data about iOS user behaviour.
- 2
Impact on Advertising
Conversion underreporting: platforms show fewer conversions than actually occurred. Delayed reporting: data may take up to 3 days to appear. Smaller audiences: retargeting and custom audiences miss opted-out iOS users. Less signal for algorithms: lookalikes and conversion optimisation are less effective for iOS audiences.
- 3
Mitigation Strategies
**Conversions API (CAPI):** Implement server-side tracking on Meta, TikTok, and Snapchat to recover some lost signal. **Broad targeting:** Rely less on pixel-based audiences and more on broad/interest targeting where the algorithm can find converters. **Creative quality:** With less targeting precision, creative quality becomes the primary performance lever. **First-party data:** Build email lists and customer databases to create custom audiences directly rather than relying on pixel-based tracking.
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