{"id":18688,"date":"2023-02-24T11:30:51","date_gmt":"2023-02-24T10:30:51","guid":{"rendered":"https:\/\/actualizatec.com\/blog\/app-tracking-transparency-att-how-does-it-affect-your-app-campaigns\/"},"modified":"2026-10-19T16:48:09","modified_gmt":"2026-10-19T14:48:09","slug":"app-tracking-transparency-att-how-does-it-affect-your-app-campaigns","status":"publish","type":"post","link":"https:\/\/actualizatec.com\/en\/blog\/app-tracking-transparency-att-how-does-it-affect-your-app-campaigns\/","title":{"rendered":"App Tracking Transparency (ATT) | How Does It Affect Your App Campaigns?"},"content":{"rendered":"<p>Apple\u2019s 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\u2019ll find out below. In the following paragraphs, we\u2019ll reveal <strong>the changes <a href=\"https:\/\/www.apple.com\/es\/ios\/ios-14\/\" target=\"_blank\" rel=\"nofollow noopener sponsored\">Apple\u2019s iOS 14<\/a> has brought.<\/strong> I\u2019ll give you a heads-up: there\u2019s a possible solution. We\u2019ll 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.<\/p>\n<p align=\"center\"><div class=\"lyte-wrapper\" style=\"width:640px;max-width:100%;margin:5px;\"><div class=\"lyMe\" id=\"WYL_CQNh-RleUAw\"><div id=\"lyte_CQNh-RleUAw\" data-src=\"https:\/\/actualizatec.com\/wp-content\/plugins\/wp-youtube-lyte\/lyteCache.php?origThumbUrl=%2F%2Fi.ytimg.com%2Fvi%2FCQNh-RleUAw%2Fhqdefault.jpg\" class=\"pL\"><div class=\"tC\"><div class=\"tT\"><\/div><\/div><div class=\"play\"><\/div><div class=\"ctrl\"><div class=\"Lctrl\"><\/div><div class=\"Rctrl\"><\/div><\/div><\/div><noscript><a target=\"_blank\" rel=\"nofollow noopener\" href=\"https:\/\/youtu.be\/CQNh-RleUAw\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/actualizatec.com\/wp-content\/plugins\/wp-youtube-lyte\/lyteCache.php?origThumbUrl=https%3A%2F%2Fi.ytimg.com%2Fvi%2FCQNh-RleUAw%2F0.jpg\" alt=\"YouTube video thumbnail\" width=\"640\" height=\"340\" \/><br \/>Watch this video on YouTube<\/a><\/noscript><\/div><\/div><div class=\"lL\" style=\"max-width:100%;width:640px;margin:5px;\"><\/div><\/p>\n<h2>What Has Changed with iOS 14?<\/h2>\n<p>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\u2014and that no one saw coming. <strong>Apple decided to remove the IDFA in iOS 14<\/strong>. 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\u2019t even told you yet how it will affect businesses.<\/p>\n<p><a target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/giphy.com\/gifs\/sideonedummy-microwave-vomit-sideonedummy-records-3o6Zt3Gp2GpmxnLfJ6\">https:\/\/giphy.com\/gifs\/sideonedummy-microwave-vomit-sideonedummy-records-3o6Zt3Gp2GpmxnLfJ6<\/a><\/p>\n<h3>What Is the IDFA?<\/h3>\n<p>Before we continue, let&#8217;s clarify what the IDFA is. This acronym stands for IDentifier For Advertisers\u2014that is, an identifier for advertisers. Until now, every mobile device had an IDFA. It was unique and  <strong>It allowed advertising platforms to anonymously identify users.<\/strong>  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\u2026 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.  <strong>Apple has given users complete control over whether or not to enable this tracking of their behavior through App Tracking Transparency (ATT).<\/strong>  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,  <a target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/actualizatec.com\/en\/blog\/google-is-developing-its-own-app-tracking-transparency-att\/\">Google has announced that it will launch its own App Tracking Transparency (ATT)<\/a>  throughout 2023. Stay tuned\u2014we&#8217;ll keep you updated on all the latest news. That said, it&#8217;s very important that you continue working on the  <a target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/actualizatec.com\/blog\/posicionamiento-aso\/\">ASO<\/a>  as we have done up until now. With that in mind, we have created a  <a target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/actualizatec.com\/en\/aso-course\/\">ASO course<\/a>   a free course where you can learn how to get more free downloads.<\/p>\n<h2>How ATT Tracking Affects Mobile Marketing<\/h2>\n<p>The App Tracking Transparency (ATT) framework states that with iOS 14  <strong>Apple limits the information it shares with third parties, including Facebook and Google.<\/strong>  This means that apps are required to ask users to consent to the tracking of their data, as in this example:  <img decoding=\"async\" class=\"wp-image-4306 aligncenter\" src=\"https:\/\/actualizatec.com\/wp-content\/uploads\/2026\/01\/apple-permission-tracking-ios14.png\" alt=\"Apple Permission Tracking in iOS 14\" width=\"330\" height=\"602\">  If they accept it, great! You\u2019ll be able to track their behavior and adjust your mobile marketing strategies. But if they don\u2019t, ad creation and personalization will be affected\u2014as will campaign reports and performance. Here, our goal is to get as many \u201cAllow Tracking\u201d permissions as possible. And to do that, Apple lets us  <strong>Customize the message and choose when to display it.<\/strong>  We recommend that you craft the text of this message in a strategic and persuasive way and display it when the user is performing an action, just as you do with the  <strong><a target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/actualizatec.com\/en\/blog\/push-notifications-guide-mobile-apps\/\">push notifications<\/a><\/strong>. That way, they&#8217;ll be more receptive. This pop-up message will only appear once. So you have just one chance to win over your audience. Make sure to get both aspects right.<\/p>\n<h3>What happens if the user does not accept the App Tracking Transparency (ATT) pop-up that allows us to track them?<\/h3>\n<p>If, even after taking the steps described above, the user does not accept the App Tracking Transparency (ATT) pop-up, <strong>there will be no way to track their activity.<\/strong> And this is the biggest challenge we\u2019ll face when defining a mobile marketing strategy. As with any other change, we\u2019ll 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\u2019ll explain what we can do to address this situation. But first, let\u2019s see what will happen to advertising campaigns in these cases.<\/p>\n<h2>How App Tracking Transparency (ATT) Affects iOS 14 Campaigns<\/h2>\n<p>What\u2019s happening in this new landscape is a chain of events that ultimately leads to higher acquisition costs. If the IDFA disappears, <strong>we will no<\/strong> longer <strong>be able to know where the data comes from.<\/strong> And this, in turn, makes <strong>it difficult to optimize campaigns.<\/strong> As a result, the <strong>CPI in Facebook campaigns, for example, could be higher,<\/strong> since the audience will be broader.  <img decoding=\"async\" class=\"wp-image-4304 aligncenter\" src=\"https:\/\/actualizatec.com\/wp-content\/uploads\/2026\/01\/iOS-14-App-Store.jpg\" alt=\"iOS 14 - App Store\" width=\"512\" height=\"340\"><\/p>\n<h3>Facebook and Google&#8217;s reaction<\/h3>\n<p> Facebook and Google are the two advertising platforms that share the lion&#8217;s share of the thousands of ad campaigns launched every day. With the iOS 14 update <strong>, they recommend keeping their SDKs updated, as both are connected to the SKAdNetwork API.<\/strong> If you&#8217;re not yet familiar with it, you can find out what an SDK is in our <strong><a href=\"https:\/\/actualizatec.com\/descargar-glosario-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Apps Glossary<\/a><\/strong> . What is SKAdNetwork? It&#8217;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.<\/p>\n<h2>How to Adapt Your Advertising Strategy to iOS 14&#8217;s App Tracking Transparency (ATT)<\/h2>\n<p>Our first recommendation is to break down your strategy by operating system. Here are our tips:<\/p>\n<ul>\n<li><strong>Update the SDKs.<\/strong> Based on what we discussed earlier, it&#8217;s best to keep them up to date.<\/li>\n<li><strong>Refine the copy in the privacy pop-up.<\/strong> Convince users of how important it is to grant these permissions to the app to improve their experience.<\/li>\n<li><strong>Choose the best time to display the pop-up.<\/strong> Keep in mind that navigation on screens prior to acceptance will not be tracked.<\/li>\n<\/ul>\n<p><strong>In addition, you may want to consider investing in <a target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/actualizatec.com\/en\/blog\/apple-search-ads\/\">ASA\u2014Apple Search Ads.<\/a><\/strong> Apple\u2019s 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\u2019d <strong>like us to help you optimize your campaigns<\/strong> so that the transition to these restrictions doesn\u2019t slow down your user acquisition, <a href=\"https:\/\/docs.google.com\/forms\/d\/e\/1FAIpQLSfzGjkwL7p0NotuDSVHn837-95PBVBrF0Gyzh6o_F9rQRjQOg\/viewform\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">contact us!<\/a> We\u2019ll find the best way for you to continue getting a return on your mobile ads. And<strong> if you want to learn everything about Mobile &#038; App Marketing<\/strong>, don\u2019t miss our <a target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/actualizatec.com\/en\/stellar-app-business\/\">online program<\/a>, where we\u2019ll train you to become an App Expert so you can improve your app\u2019s results yourself. Let us know what you think about these changes in the comments section, and let\u2019s talk.  <script type=\"application\/ld+json\">{\"@context\":\"https:\/\/schema.org\",\"@type\":\"FAQPage\",\"mainEntity\":[{\"@type\":\"Question\",\"name\":\"Qu\u00e9 es el IDFA \",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"IDFA son las siglas de IDentifier For Advertisers (identificador para los anunciantes). Es el identificador que permite hacer un seguimiento de un usuario que se descarga una App a trav\u00e9s de App Store (seguimiento de registros, compras, canales por los que se ha descargado una app, etc). nn\"}},{\"@type\":\"Question\",\"name\":\"Qu\u00e9 pasa con iOS 14 y los anuncios en Apps\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"En junio de 2020, Apple cambi\u00f3 por completo las reglas del juego en el sector del mobile marketing. Decidi\u00f3 eliminar el IDFA en su versi\u00f3n iOS 14.nCon esto, Apple le ha dado el poder de decisi\u00f3n absoluto a los usuarios para activar o no este seguimiento o tracking de su comportamiento.nPara las campa\u00f1as de descargas de App, esto supone una p\u00e9rdida de segmentaci\u00f3n y, por tanto, menor rentabilidad de las campa\u00f1as de publicidad.\"}}]}<\/script> <\/p>\n","protected":false},"excerpt":{"rendered":"<p>The iOS 14 privacy policy eliminates the IDFA. Solutions for adapting your marketing strategy. We&#8217;ll tell you all about it inside.<\/p>\n","protected":false},"author":4,"featured_media":18689,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[241],"tags":[417,422,373,423,424,425,427,428,426,430,429],"class_list":["post-18688","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-app-tracking-transparency","tag-apple-idfa","tag-apple-ios-14","tag-att-ios","tag-att-ios-14","tag-att-tracking","tag-idfa-ios","tag-idfa-ios-14","tag-idfa-removal","tag-ios-14-campaigns","tag-what-is-idfa"],"acf":[],"modified_by":null,"_links":{"self":[{"href":"https:\/\/actualizatec.com\/en\/wp-json\/wp\/v2\/posts\/18688","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/actualizatec.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/actualizatec.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/actualizatec.com\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/actualizatec.com\/en\/wp-json\/wp\/v2\/comments?post=18688"}],"version-history":[{"count":0,"href":"https:\/\/actualizatec.com\/en\/wp-json\/wp\/v2\/posts\/18688\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/actualizatec.com\/en\/wp-json\/wp\/v2\/media\/18689"}],"wp:attachment":[{"href":"https:\/\/actualizatec.com\/en\/wp-json\/wp\/v2\/media?parent=18688"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/actualizatec.com\/en\/wp-json\/wp\/v2\/categories?post=18688"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/actualizatec.com\/en\/wp-json\/wp\/v2\/tags?post=18688"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}