With the launch of iOS 14.5 and Apple's App Transparency Tracking in 2021, end-users with Apple devices are explicitly asked if they wish to allow apps to track their interactions. If an end-user denies consent the IDFA (Identifier for Advertisers) will not be shared with vendors and personalized ads are not possible.
Your organization can use pre-prompt messages to inform the end-user how their data will be used to deliver more personalized ads and help keep your app free to use. The design and language of the pre-prompt message can be tailored to persuade the end-user to grant consent for app tracking.
This article shares best practices to help your organization increase the ATT message consent rates.
Your organization's pre-prompt message should inform end-users the reasons to allow your app to track their interactions. A persuasive pre-prompt message is very important.
Here are a few points to consider:
Use modal messages large enough to cover the entire screen. Large messages:
• can be better branded and more seamlessly integrated into the user journey
• feel more trustworthy thus achieve higher consent rates
• Sourcepoint suggests a text size of 16px
• Use 2 - 3 short and succinct sentences
• Use the fewest words to say the most. Choose the easiest words to understand.
• Be clear & transparent with your message.
• If a logo is available, set the width and height size to Auto.
• Use a static image as a background behind the ATT prompt.
Provide adequate spacing between elements.
The ATT prompt message provides your organization an option to show a custom message. This is an additional opportunity to persuade end-users to opt-in.
Sourcepoint's pre-prompt message only supports one button, Next/Continue, with an action to the show the native ATT message.
Sourcepoint does not allow a Not Now/Do Not Allow button nor allow any action that prevents the ATT message being shown. This would contravene the App Store guidelines.
Your organization has one chance to ask users to allow your app to track their interactions. It is not possible to display the message again once an end-user has decided on consent. End-users who change their minds regarding tracking can only do so by reinstalling the app or navigating through the Apple device system settings.
Your organization should design different messages to inform and persuade the end-user to grant permission for the ATT message. With A/B tests your organization can find which message provides the best consent rate.
Your organization can A/B test different message designs using partition sets. More information can be found here.
There are several parameters in your organization's pre-prompt and ATT message design to consider and compare. Here are a few examples:
Standalone ATT opt-in only?
Pre-prompt message vs. Apple ATT prompt only
Full screen vs. modal window
Formal vs. informal
Brand colours vs. non-brand colours
ATT prompt body text
Requesting language vs. informative language
Message designs to avoid
Your organization's ATT message should persuade the end-user to allow their app to track interactions. However, the pre-prompt and ATT messages must comply with Apple's rules since failure to do so can result in your app being blocked.
There are designs, called “dark patterns'', where designers use their understanding of human behavior and design psychology to influence end-user decisions that may not be in the end-user's best interests. Apple will not allow pre-prompt messages that use such practices.
Types of message designs that Apple discourage include:
Repeated intrusion where the end-user is interrupted one or more times by another message not directly related to the task they are focusing on.
Making a process more difficult that it needs to be to dissuade end-users from certain decisions.
Attempt to hide, disguise or delay divulging information relevant to the user. Sneaking often occurs in order to make the user perform an action they may have objected to if they knew of additional relevant information.
Any manipulation of the user interface that favours speciﬁc actions over others, thereby confusing the user or limiting discoverability of important alternative actions.
Requiring users to perform specific actions to access (or continue to access) certain functionality.