iOS 14.5 Release: Apple to Enforced ATT From the 26th of April

Apr 23, 2021 | Digital Marketing, E-commerce, Omnichannel Marketing

Ten Four have been keeping our clients and friends informed about the swathe of privacy updates that are rolling out globally, such as Google’s privacy sandbox policies and Apple’s ATT policies which are likely to have an impact on your advertising efficacy, attribution and overall return-on-advertising spend.

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Headshot of Perry, Creative Director at Ten Four

Written by Jamie
Our Chief Digital Strategist

4 Mins Read

UPDATE: As of today (27th of April 2021) I woke up to find the iOS14.5 update is pending for an installation this evening.

iOS 14.5 Awaiting Installation

If you’re an advertiser or business now is the time to try and understand how these changes will impact your future marketing and advertising performance. To emphasise how important this is, we’ve even included a dramatic countdown clock!

Yesterday Apple announced that their iOS 14.5, iPadOS 14.5, & tvOS 14.5 updates would finally leave beta testing (the longest beta release process to date) and be set for public release on the week of the 26th of April. Along with a host of software updates comes the roll-out of the ATT (App Tracking Transparency) framework.

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The update was quickly followed by an update from Facebook to their Premium Marketing Partners network, of which Ten-Four is a member of, to highlight the release and implications to businesses operating via apps & websites alike and next steps required by advertisers.

The update means all apps must use the ATT prompt to request the user’s permission to track them or to access their device’s IDFA string (Identifier for Advertisers).

Unless advertisers (including Facebook) receive permission from the user to enable tracking, the device’s advertising identifier value will be a string of zeros and the advertiser may not track them.

Until the roll-out happens many including industry experts and even the advertising platforms Facebook, Google, etc are not fully aware of how ATT will affect their products and services and the full impact on businesses like yours is still unknown. 

However, these changes will have an impact on your advertising efficacy and the following are the consequences we are aware of and what Ten Four and our clients should expect based upon communication from our partners and internal research: 


What to expect immediately when Apple enforces its prompt with the release of iOS 14.5

And advertising platforms such as Facebook & Google begin to roll out their own protocols to work with the changes:

  • Expect immediate changes to reporting (app and web): The following reporting changes will go into effect on the day Apple enforces its prompt:
    • 1-day click-through opt-out data will be modelled.
    • 7-day click-through and 1-day view-through attribution settings will no longer include iOS 14.5 opted-out events.
    • Action and demographic breakdowns will be impacted & deprecated for offsite events.
    • Attribution setting default will change to a 7-day click-through for newly created ad sets and web event campaigns.
    • 28-day click-through, 7-day view-through, 28-day view-through attribution settings will be fully deprecated along with the Comparing Windows feature.
    • Attribution methodology change.
    • iOS 14.5+ mobile app install campaigns attribution will switch to a new model

What to expect in the following weeks:

  • Expect performance fluctuations: As we see the adoption of iOS 14.5 continue to increase, we may see a greater impact on delivery and reporting, resulting in performance fluctuations and increased CPAs.
  • 100% AEM rollout to campaigns using web events, this requires immediate action to advertisers accounts, domains and properties. Your Ten-Four contact can advise you on our iOS 14.5 audit & solutions package if you are unaware of the above and require assistance. Failure to prepare could see: 
    • Inaccurate advertising campaign KPI optimisation
    • Potential pause on all advertising on unverified properties
    • Pausing of legacy adverts that are not set for the AEM updates
    • 72-hour lockout on attribution configurations (ensure setup is done correctly the first time around!)
  • Audience targeting efficacy will decrease and will be smaller: As more people upgrade to iOS 14.5, opted-out users will automatically be excluded from certain targetable audiences, which will result in a decrease in audience sizes.

How Ten Four have been preparing for these changes & how we can help you: 

Our team at Ten Four aim to maximise the continuity of data to these advertising platforms via alternative tracking methods and increase the efficacy of the algorithms by taking advantage of server-side reporting to Facebook and other marketing platforms through our proprietary data pooling, modelling, and automation tools. 

Schedule a call with us today to discuss how your business can benefit from our expertise

In this dynamic time, we expect future changes and new product iterations, and will continue to proactively communicate our guidance and help you navigate these shifts.