Marketers embrace privacy, with 50% of users opting into tracking

Data released by AppsFlyer highlights how the mobile marketing ecosystem has adapted to Apple's App Tracking Transparency (ATT) framework four years after its introduction.

The analysis provides insight into the evolving balance between privacy and performance across the mobile app industry, with transparency and user consent increasingly at the centre of marketing strategies.

Since the rollout of ATT in April 2021, user opt-in rates to tracking have seen steady growth. AppsFlyer's data indicates that globally, 50% of app users now consent to tracking, amounting to a 10% increase since the framework was first implemented. This shift is seen as a sign of growing user confidence and understanding regarding data sharing.

Roy Yanai, Vice President of Product at AppsFlyer, commented on the results: "Our data reflects a maturing relationship between apps and their users. We're seeing that transparency doesn't necessarily reduce participation – it transforms it into an active choice rather than a passive default. Our research clearly shows that marketers can achieve effective attribution even in a privacy-centric environment by implementing a comprehensive measurement strategy."

"This includes optimising when and how the ATT prompt is presented to users, leveraging privacy-friendly aggregated measurement frameworks, implementing SKAdNetwork effectively, and utilising incrementality testing to identify true marketing impact. The most successful advertisers have embraced these approaches rather than seeing privacy requirements as obstacles."

The data reveals specific trends in European markets, especially those that have been the focus of recent regulatory developments. France now reports an average opt-in rate just under 51%, while Germany's figure stands at 47%. Both countries show substantial proportions of users choosing to allow tracking when provided with clear information and control over their data.

Ad spend data also shows significant changes since the introduction of ATT. iOS ad spend increased by 26% from 2023 to 2024, which contrasts with a 10% growth on Android over the same period. According to AppsFlyer, 42% of apps increased their iOS advertising investments between the first quarters of 2024 and 2025.

The shift in ad spending patterns suggests marketers are increasingly confident in their ability to measure campaign performance without relying on cross-app tracking. The increased spending is viewed as a response to the refined use of privacy-centric measurement tools and techniques.

Non-organic installs (NOIs), which refer to app downloads resulting from paid marketing rather than organic discovery, have also seen strong year-on-year growth on iOS. NOIs rose by 29% between 2023 and 2024, compared to a 21% increase on Android in the same timeframe.

There has likewise been continued growth in developer adoption of ATT prompts, with 2024 figures showing a 4% rise versus 2023 and a 71% increase since 2021. Gaming and non-gaming app categories have both seen substantial rises in ATT prompt adoption, with 53% and 80% increases, respectively, since the second quarter of 2021.

These trends are mirrored by recent regulatory themes in Europe, where authorities have emphasised that privacy and competition are not mutually exclusive, but must work in tandem. As regulatory scrutiny continues, some anticipate further changes to platform practices and privacy tools.

Emilie Kuijt, Data Protection Officer at AppsFlyer, addressed the European regulatory backdrop: "The rulings in France and Germany provide an important signal that user privacy and fair competition must go hand in hand. The advertising ecosystem needs both robust privacy protections and a level playing field for all. While this decision is unlikely to prompt a full rollback of Apple's ATT framework across Europe, it does show growing regulatory momentum around platform power with several other European investigations still pending."

"If we look at what happened with third-party app stores, Apple complied with regulatory demands - but in a way that preserved its market position. We may see something similar here. Ultimately, these regulatory decisions will spark broader scrutiny across the EU, and perhaps, smarter design choices around privacy that don't come at the expense of fair competition. It's a reminder that consumer trust and a healthy digital economy aren't mutually exclusive – and that both need to be protected."