Fecha: 19 de October de 2026 Noelia Leiro
Apple’s privacy policy for iOS 14 eliminates the IDFA with the introduction of the new App Tracking Transparency (ATT) framework. This gives users the power to decide whether to allow their data to be tracked. This poses a challenge for marketers as they adapt to this new reality. Want to know why? You’ll find out below. In the following paragraphs, we’ll reveal the changes Apple’s iOS 14 has brought. I’ll give you a heads-up: there’s a possible solution. We’ll describe it at the end of this article. However, if you prefer, you can also learn all the details about this topic in the video below.
What Has Changed with iOS 14?
To understand the challenge we face, we need to go back to the root of the problem. In June 2020, Apple completely changed the rules of the game in the mobile marketing industry. On that date, it announced a development that would have far-reaching consequences—and that no one saw coming. Apple decided to remove the IDFA in iOS 14. This change took effect with the iOS 14.5 betas in the spring of 2021. The change requires a rethinking of the strategies previously used to acquire users on this operating system. The news has come as a shock to the industry. And we haven’t even told you yet how it will affect businesses.
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What Is the IDFA?
Before we continue, let’s clarify what the IDFA is. This acronym stands for IDentifier For Advertisers—that is, an identifier for advertisers. Until now, every mobile device had an IDFA. It was unique and It allowed advertising platforms to anonymously identify users. In other words, this identifier told us whether a user had downloaded an app from the App Store, through which channels they had performed this or other actions, and made it easier for us to track activity and purchases… In short, we could understand user behavior and tailor campaigns to their interests. With iOS 14, this will only be possible if the user consents to tracking. Apple has given users complete control over whether or not to enable this tracking of their behavior through App Tracking Transparency (ATT). This is a major step forward in terms of user privacy, but a setback for businesses and companies that base their customer acquisition strategies on user interests. According to a study by Appsflyer, it is estimated that between 50% and 95% of users will disable this option. This results in a loss of segmentation and, consequently, lower profitability for advertising campaigns. On Android, Google has announced that it will launch its own App Tracking Transparency (ATT) throughout 2023. Stay tuned—we’ll keep you updated on all the latest news. That said, it’s very important that you continue working on the ASO as we have done up until now. With that in mind, we have created a ASO course a free course where you can learn how to get more free downloads.
How ATT Tracking Affects Mobile Marketing
The App Tracking Transparency (ATT) framework states that with iOS 14 Apple limits the information it shares with third parties, including Facebook and Google. This means that apps are required to ask users to consent to the tracking of their data, as in this example: 
What happens if the user does not accept the App Tracking Transparency (ATT) pop-up that allows us to track them?
If, even after taking the steps described above, the user does not accept the App Tracking Transparency (ATT) pop-up, there will be no way to track their activity. And this is the biggest challenge we’ll face when defining a mobile marketing strategy. As with any other change, we’ll need to adapt to the new conditions to keep moving forward. We must be prepared to somehow offset the effects of that high percentage of iOS users who will disable tracking. In the last paragraph, we’ll explain what we can do to address this situation. But first, let’s see what will happen to advertising campaigns in these cases.
How App Tracking Transparency (ATT) Affects iOS 14 Campaigns
What’s happening in this new landscape is a chain of events that ultimately leads to higher acquisition costs. If the IDFA disappears, we will no longer be able to know where the data comes from. And this, in turn, makes it difficult to optimize campaigns. As a result, the CPI in Facebook campaigns, for example, could be higher, since the audience will be broader. 
Facebook and Google’s reaction
Facebook and Google are the two advertising platforms that share the lion’s share of the thousands of ad campaigns launched every day. With the iOS 14 update , they recommend keeping their SDKs updated, as both are connected to the SKAdNetwork API. If you’re not yet familiar with it, you can find out what an SDK is in our Apps Glossary . What is SKAdNetwork? It’s an Apple API that provides campaign measurement while preserving user privacy because the data it provides is aggregated. This means less precise data, which will increase campaign costs.
How to Adapt Your Advertising Strategy to iOS 14’s App Tracking Transparency (ATT)
Our first recommendation is to break down your strategy by operating system. Here are our tips:
- Update the SDKs. Based on what we discussed earlier, it’s best to keep them up to date.
- Refine the copy in the privacy pop-up. Convince users of how important it is to grant these permissions to the app to improve their experience.
- Choose the best time to display the pop-up. Keep in mind that navigation on screens prior to acceptance will not be tracked.
In addition, you may want to consider investing in ASA—Apple Search Ads. Apple’s advertising platform has no targeting limitations. Whether this is a strategy to eliminate competitors in the advertising space or a way to protect user privacy, these changes are already a reality. If you’d like us to help you optimize your campaigns so that the transition to these restrictions doesn’t slow down your user acquisition, contact us! We’ll find the best way for you to continue getting a return on your mobile ads. And if you want to learn everything about Mobile & App Marketing, don’t miss our online program, where we’ll train you to become an App Expert so you can improve your app’s results yourself. Let us know what you think about these changes in the comments section, and let’s talk.
