Apple’s iOS 14.5 update, which includes an App Tracking Transparency (ATT) framework requiring marketers to get users’ permission to enable tracking, finally arrived on Monday, April 26. Consumers must now opt-in to each individual app they use, and app publishers have to provide a prompt to allow users to make that choice.
Complicating matters: Estimated opt-in rates are looking paltry, around 20-30 percent. That means that targeting audiences and attributing online behavior just became a more challenging task for digital marketers.
Apple’s policy change, in addition to other data visibility limitations like privacy regulation, has had a ripple effect across the digital marketing industry. Facebook, for instance, reduced its conversion tracking window from 28 days to seven and cited Apple as the impetus. Though the result of these limitations is a muddling of data insights and less accurate reporting, marketers who continue to leverage Facebook ads can focus on three core principles that hold true despite this erosion of data, according to a …