Track apps

More and more iPhone users allow apps to track them

Source: Christine Romero-Chan / iMore

It seems like more people are ok with apps tracking them this year than last year.

According to new data from analytics firm Adjust (via 9to5Mac), the number of iOS users opting for app tracking is up this year compared to 2021. last year to 25% this year.

According to the research firm, there were industry concerns that the new transparency of app tracking in iOS could hurt the mobile app market, which relies heavily on ads. In May 2021, opt-in rates were around 16%. Now that number has risen to 25% a year later.

When it comes to games, the number is even higher: 30% of users have allowed developers to collect their data for ads. Figures are based on a global search of the 2,000 most popular apps in Adjust’s database. In some cases, popular games have achieved membership rates of up to 75%.

The report goes on to say that apps can expect an upward trend in user opt-ins as some users will prefer more personalized experiences and ads.

As the industry has largely adapted and realized the benefits of working with a mix of opt-in ATT data, device-level data, and SKAdNetwork aggregate data, obtaining opt-in has become an essential strategic starting point.

Consent rates vary widely, however, but we expect to see a continued upward trend as more users understand the value of signing up and receiving personalized ads – something the industry of the game has managed to present so far.

Despite the upward trend in opt-ins, Apple’s anti-tracking measures are still having a significant impact on advertisers. According to a report released earlier this week, Facebook could see a $10 billion impact on its business in 2022.