{"id":27817,"date":"2021-03-29T10:31:34","date_gmt":"2021-03-29T08:31:34","guid":{"rendered":"https:\/\/www.inovex.de\/blog\/?p=21062"},"modified":"2022-11-21T11:51:53","modified_gmt":"2022-11-21T10:51:53","slug":"app-tracking-transparency-and-idfa-in-ios-14-5","status":"publish","type":"post","link":"https:\/\/www.inovex.de\/de\/blog\/app-tracking-transparency-and-idfa-in-ios-14-5\/","title":{"rendered":"App Tracking Transparency and IDFA in iOS 14.5"},"content":{"rendered":"<p>Starting with the launch of iOS 14.5, apps have to request authorization from the user in order to access the Identifier For Advertiser (IDFA) of the device (opt-in). Until now, access to IDFA was allowed by default (opt-out). This has a big impact on the app ad and attribution industry.<!--more--><\/p>\n<p>In June 2020 Apple announced the App Tracking Transparency (ATT) feature for iOS 14 in addition to some other privacy features. Apps must now request permission to access the IDFA. When iOS 14 was released in September 2020 the activation of the ATT feature was postponed to 2021 to give the developers enough time to make the necessary changes.<\/p>\n<p>The IDFA is a persistent identifier for apple devices such as iPhones used to track users across websites and apps. It is used to deliver personalized ads (ad targeting) and track the installs of apps that were made by clicking on an advertisement in the browser or another app.<\/p>\n<p>The ATT feature becomes visible to app users when the app requests permission for tracking:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-21070\" src=\"https:\/\/www.inovex.de\/wp-content\/uploads\/ATT-Permission-iPhone_12.png\" alt=\"Depiction of a smartphone with an active tracking request.\" width=\"285\" height=\"617\" \/><\/p>\n<p>If the user does not grant permission for tracking the app cannot access the IDFA. In this case, when accessing the IDFA a zeroed IDFA (<code>IDFA00000000-0000-0000-0000-000000000000<\/code>) would be returned instead of a real IDFA such as <code>IDFA01234523-AE57-4C7E-A293-7C97B8A3A5D0<\/code>.<\/p>\n<p>The app tracking can also be configured in the settings (<code>Privacy -&gt; Tracking<\/code>) via app or globally.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-21071\" src=\"https:\/\/www.inovex.de\/wp-content\/uploads\/ATT-Settings-iPhone_12.png\" alt=\"Depiction of tracking and privacy options on a smartphone\" width=\"281\" height=\"607\" \/><\/p>\n<p>The ad industry and app developers assume that the majority of users will not grant permission for app tracking and that this will have a major impact on advertising on the iOS platform.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\"><\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.inovex.de\/de\/blog\/app-tracking-transparency-and-idfa-in-ios-14-5\/#What-is-the-impact-of-ATT\" >What is the impact of ATT<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.inovex.de\/de\/blog\/app-tracking-transparency-and-idfa-in-ios-14-5\/#What-are-the-alternatives\" >What are the alternatives?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.inovex.de\/de\/blog\/app-tracking-transparency-and-idfa-in-ios-14-5\/#SKAdNetwork\" >SKAdNetwork<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.inovex.de\/de\/blog\/app-tracking-transparency-and-idfa-in-ios-14-5\/#Preparing-your-App-for-ATT\" >Preparing your App for ATT<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.inovex.de\/de\/blog\/app-tracking-transparency-and-idfa-in-ios-14-5\/#Keep-your-3rd-party-SDKs-up-to-date\" >Keep your 3rd party SDKs up to date<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.inovex.de\/de\/blog\/app-tracking-transparency-and-idfa-in-ios-14-5\/#Check-whether-the-IDFA-is-really-needed\" >Check whether the IDFA is really needed<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.inovex.de\/de\/blog\/app-tracking-transparency-and-idfa-in-ios-14-5\/#Adapt-your-code-to-the-AppTrackingTransparency-framework\" >Adapt your code to the AppTrackingTransparency framework<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.inovex.de\/de\/blog\/app-tracking-transparency-and-idfa-in-ios-14-5\/#At-which-point-should-you-ask-for-permission\" >At which point should you ask for permission?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.inovex.de\/de\/blog\/app-tracking-transparency-and-idfa-in-ios-14-5\/#Dont-do-this\" >Don&#8217;t do this!<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.inovex.de\/de\/blog\/app-tracking-transparency-and-idfa-in-ios-14-5\/#Finally\" >Finally<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What-is-the-impact-of-ATT\"><\/span>What is the impact of ATT<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If your app is monetized with advertising\u00a0 you can expect a loss of revenue: It is assumed that only about 20% of the users will give permission for tracking. For users who do not choose to opt-in, the advertising will no longer be as well personalized as before (because there is little or no data on history, interests and activities). This will make advertising less efficient.<\/p>\n<p>Ad attribution providers e.g. <a href=\"https:\/\/www.adjust.com\">Adjust<\/a>\u00a0or <a href=\"https:\/\/www.appsflyer.com\">Appsflyer<\/a>\u00a0have so far used the IDFA as an attribution tool. In simple terms attribution is the assignment of a click on an advertisement to an install and what the user does after landing in the app. See <a href=\"https:\/\/www.adjust.com\/blog\/mobile-ad-attribution-introduction-for-beginners\">this article<\/a> by Adjust for more details on app attribution. Without the IDFA the attribution providers will have to switch to other, less precise methods. With SKAdNetwork Apple offers an alternative to the app install attribution which does not reveal the user identity.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What-are-the-alternatives\"><\/span>What are the alternatives?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">For apps that work with a login (such as Google or Facebook login), it is possible to track the user across sessions in the browser and other apps that also use the login. This means that good targeting is still possible.\u00a0<\/span><span style=\"font-weight: 400;\">Some app developers will likely switch their monetization model to a pay once or subscription solution. This would accommodate Apple, as they withhold between 15 &#8211; 30 percent per sale as commission.\u00a0<\/span><span style=\"font-weight: 400;\">With SKAdnetwork Apple offers an option for app install attribution:<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"SKAdNetwork\"><\/span>SKAdNetwork<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>SKAdNetwork was introduced by Apple in 2018. With SKAdNetwork conversion rates of app install campaigns can be measured while protecting the privacy of the user. Ad networks need to register with Apple and developers need to customize their apps to work with the registered ad networks. Before ATT, SKAdNetwork did not receive too much attention which is now changing significantly (because if the tracking permission is not granted by the user, SKAdNetwork can be used to track campaign level installs).<\/p>\n<p>And this is how it works (simplified representation):<\/p>\n<ol>\n<li aria-level=\"1\">An ad is clicked and the App Store app opens on the iPhone and displays the advertised app. When you click on the ad, <code>publisher<\/code>, <code>adNetworkId<\/code> and the <code>campaignId<\/code> are transferred to the App Store<\/li>\n<li aria-level=\"1\">If the conversion is successful, the App Store sends the Ad Network a notification with an <code>adNetworkId<\/code>, <code>campaignId<\/code> and a <code>conversionValue<\/code> that can be set by the advertised app. This notification is sent after 24 hours at the latest and does not contain any device or user identifying information. Since the app store is leading the process, the advertised app has no information about the original ad and the publisher. The Ad Network only knows that an app install has taken place for a user and protects the privacy of the user.<\/li>\n<\/ol>\n<p>Apple provides good <a href=\"https:\/\/developer.apple.com\/documentation\/storekit\/skadnetwork\">documentation<\/a> for SKAdNetwork in which the functionality is described in detail.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Preparing-your-App-for-ATT\"><\/span>Preparing your App for ATT<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Keep-your-3rd-party-SDKs-up-to-date\"><\/span>Keep your 3rd party SDKs up to date<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Update all 3rd party SDKs that access the IDFA and make the adjustments. (e.g. Ad SDKs such as AdMob or Attribution\/Business Intelligence SDKs such as Adjust). Many SDKs have already been converted to the SKAdNetwork API. For this purpose a <code>SKAdNetworkIdentifier<\/code> usually has to be entered under <code>SKAdNetworkItems<\/code> in the <code>info.plist<\/code>.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Check-whether-the-IDFA-is-really-needed\"><\/span>Check whether the IDFA is really needed<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Double check whether you really need the IDFA. If possible, it is better not to use the IDFA. Requesting authorization for tracking does not improve the user&#8217;s trust in your app.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Adapt-your-code-to-the-AppTrackingTransparency-framework\"><\/span>Adapt your code to the AppTrackingTransparency framework<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ol>\n<li aria-level=\"1\">Add the <code>NSUserTrackingUsageDescription<\/code> entry to the <code>info.plist<\/code> file with an explanation of why the app would like permission for app tracking (e.g. &#8222;This identifier will be used to deliver personalized ads to you.&#8220;)<\/li>\n<li aria-level=\"1\">At a suitable point call <code>requestTrackingAuthorization (completionHandler :)<\/code> to present the app-tracking authorization request to the user.<\/li>\n<li aria-level=\"1\">Determine the current tracking status with <code>trackingAuthorizationStatus<\/code><\/li>\n<\/ol>\n<p>For details see the AppTrackingTransparency <a href=\"https:\/\/developer.apple.com\/documentation\/apptrackingtransparency\">documentation<\/a>.<\/p>\n<p>The following code shows how to request tracking permission:<\/p>\n<pre class=\"lang:swift decode:true\" title=\"Request the tracking permission on iOS\">import AppTrackingTransparency\r\nimport AdSupport\r\n...\r\nfunc requestTrackingPermission() {\r\n        if #available(iOS 14, *) {\r\n            ATTrackingManager.requestTrackingAuthorization { status in\r\n                switch status {\r\n                case .authorized:\r\n                    \/\/ Tracking authorization dialog was shown\r\n                    \/\/ and permission is authorized\r\n                    print(\"Authorized\")\r\n                    \/\/ IDFA is accessible\r\n                    print(ASIdentifierManager.shared().advertisingIdentifier)\r\n                case .denied:\r\n                    \/\/ Tracking authorization dialog was\r\n                    \/\/ shown and permission is denied\r\n                    print(\"Denied\")\r\n                case .notDetermined:\r\n                    \/\/ Tracking authorization dialog has not been shown\r\n                    print(\"Not Determined\")\r\n                case .restricted:\r\n                    \/\/ A restricted condition means the device does not prompt for\r\n                    \/\/ tracking authorization when requestTrackingAuthorization(completionHandler:) is called,\r\n                    \/\/ nor is it displayed when the NSUserTrackingUsageDescription is triggered. Also, on\r\n                    \/\/ restricted devices, the Allow Apps To Request To Track setting is disabled and cannot be\r\n                    \/\/ changed. This setting allows users to opt in or out of allowing apps to request user\r\n                    \/\/ consent to access app-related data that can be used for tracking the user or the device.\r\n                    print(\"Restricted\")\r\n                @unknown default:\r\n                    print(\"Unknown\")\r\n                }\r\n            }\r\n        }\r\n<\/pre>\n<h2><span class=\"ez-toc-section\" id=\"At-which-point-should-you-ask-for-permission\"><\/span>At which point should you ask for permission?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Finding the right moment to ask the user for tracking permission is the key to getting as many IDFA opt-ins as possible. A good approach is to display a pre permission prompt during onboarding before the iOS popup for the tracking permission appears. In this way you can explain to the user what the permission is required for. You may have to adapt the onboarding here so that it also works for existing users who have already completed the onboarding.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Dont-do-this\"><\/span>Don&#8217;t do this!<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">On the user privacy and data use <a href=\"https:\/\/developer.apple.com\/app-store\/user-privacy-and-data-use\/\">website<\/a>\u00a0Apple explains what is not allowed when requesting tracking permission in apps:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">gate functionality on agreeing to allow tracking, or incentivize users to agree to allow tracking in the app tracking transparency<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">use an identifier other than the IDFA (for example, a hashed email address or hashed phone number) to track that user<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">fingerprint or use signals from the device to try to identify the device or a user<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Even if Apple cannot check this for every app: In the event of a violation, the app can be removed from the app store or the associated developer account can be blocked.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Finally\"><\/span>Finally<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>iOS 14.5 with IDFA opt-in will have a strong impact on app marketing.\u00a0 However, for users it is a step towards a little more privacy which we should embrace. With SKAdNetwork, Apple offers an alternative to measuring App Install campaigns which will gain in importance. There are also rumors that Google is already working on an anti-tracking privacy measure for Android. It will be interesting to see what answers the ad industry will find.<\/p>\n<p>Are you looking for support in your app development process? Have a look at <a href=\"https:\/\/www.inovex.de\/en\/our-services\/apps\/\">our offerings<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Starting with the launch of iOS 14.5, apps have to request authorization from the user in order to access the Identifier For Advertiser (IDFA) of the device (opt-in). Until now, access to IDFA was allowed by default (opt-out). This has a big impact on the app ad and attribution industry.<\/p>\n","protected":false},"author":207,"featured_media":27692,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ep_exclude_from_search":false,"footnotes":""},"tags":[398,564],"service":[420],"coauthors":[{"id":207,"display_name":"Jochen Holzer","user_nicename":"jholzer"}],"class_list":["post-27817","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-ios","tag-privacy","service-apps"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>App Tracking Transparency and IDFA in iOS 14.5 - inovex GmbH<\/title>\n<meta name=\"description\" content=\"Starting with the launch of iOS 14.5, apps have to request authorization from the user in order to access the Identifier For Advertiser (IDFA) of the device (opt-in). 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