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What is Tracking consent?

Definition, examples, and more

Definition

A user's decision to allow or deny tracking (e.g., through Apple's App Tracking Transparency prompt). Consent status affects how well apps can attribute installs, personalize messaging, and optimize acquisition across marketing channels.

How to Calculate

ATT Opt-In Rate = Users Who Allow Tracking / Users Prompted x 100.

Example

A fitness app shows a custom pre-ATT screen: 'We use data to recommend workouts you will love. Allow tracking for a personalized experience.' ATT opt-in rises from 22% to 38%. Those who opt in see 15% higher ad-driven conversion because campaigns can optimize for their behavior.

Why Tracking consent Matters

Tracking consent determines the precision of your paid acquisition. With only 25-35% of iOS users opting in, attribution accuracy has dropped significantly. A dating app that relied entirely on deterministic tracking saw Facebook CPA rise 60% post-ATT. They adapted by building first-party data models and using SKAdNetwork — recovering targeting efficiency over 6 months.

Frequently Asked Questions

How do I increase ATT opt-in rates?

Show a pre-permission screen explaining the benefit before Apple's prompt. Use specific, user-focused language: 'Allow tracking to get personalized workout plans' not 'Allow tracking for ads.' Time it after the user has experienced value.

What happens if users deny tracking?

You cannot use IDFA for cross-app attribution. Rely on SKAdNetwork for campaign measurement, probabilistic modeling, and first-party data. Subscription events from Botsi can still be sent to ad platforms via conversion APIs without IDFA.

Is ATT required for all iOS apps?

Yes, if you track users across other apps or websites using IDFA or similar identifiers. The prompt is required by Apple's policy. Not showing the prompt when required can lead to App Review rejection.

Category
Subscription App Terminology
Related Area
Mobile App Growth & Monetization
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More terms starting with “T”

Third-party billing

Payment processing handled outside of Apple or Google's in-app purchase systems. Commonly via payment platforms like Stripe, Paddle, or PayPal. Often used for web subscriptions or Android apps distributed outside the Play Store, allowing greater pricing control and lower platform fees.

Time-based offers

Promotions with a clear expiration (e.g "48-hour offer") designed to create urgency and drive faster decision-making. These are often delivered through paywalls, lifecycle campaigns, or triggered messaging tied to in-app behavior.

Time-to-first-purchase

The amount of time between a user installing the app and starting their first subscription. A key metric for measuring the effectiveness of onboarding, paywall timing, and perceived value delivery.

Trial conversion rate

The percentage of users who begin a free trial and subsequently convert to a paid subscription. This is one of the most important metrics for subscription apps with trials, reflecting onboarding success, feature adoption, and value communication.

Trial drop-off

Users who begin a trial but do not convert to a paid plan. These users represent a valuable segment for win-back campaigns, exit surveys, or follow-up offers aimed at understanding and closing conversion gaps.

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