Opt-in rates from publishers are another ball-game. These are rates that are being reported from ad networks, ranging on average from 15% - 30%.
How do they measure this data? This metric comes from the number of ad impressions that contain an IDFA. Each impression is counted individually using the IDFA (a unique identifier assigned to each iOS device). It’s only possible to see an individual’s IDFA if they’ve opted-in to the ad network i.e if the user has consented to ATT on their Facebook app, the advertiser will be able to track their Facebook Ad impressions.
Is this accurate data? As you can only see the ad impressions from users who have opted-in, this won’t give you much of an insight into how many users are choosing to deny the ATT prompt. However it is useful for seeing how the iOS14 changes will impact your monetisation strategy and ad campaigns.
Which are the main indicators app marketers should consider?
Those working in mobile advertising should look at both advertiser data and publisher data. Both sides are important to get a full overview, due to the fact that users need to opt-in to both your app and the publisher's app to be tracked with IDFA. We recommend using app-level advertising data to measure your opt-in rate and compare it to industry averages, and publishing data to measure the impact of iOS14 on your ad campaigns.
To conclude, it’s still early days for the iOS14 changes to take full effect, so don’t worry too much about the current industry data. Focus on getting ready for the changes and increasing your opt-in rate with an effective ATT prompt strategy. If you need any guidance putting one together, we’re here to help.
At Growthcurve, we’re experts in all aspects of PPC campaigns. We love combining innovative ad-tech with a thorough marketing strategy to create amazingly effective digital advertising campaigns for our clients. If you want to learn more about growing your business through digital advertising campaigns, get in touch.