Definition
App Tracking Transparency (ATT), introduced with iOS 14.5, requires apps to ask permission before tracking users across other apps and websites. Most users opt out, which reduced the data platforms like Meta receive.
Also called: iOS 14, ATT, App Tracking Transparency, iOS 14.5From customer behaviour to relevant use.
Collection
Data comes from your own relationship: a purchase, visit or response.
Context
Connect data to the right purpose and keep profiles and events consistent.
Relevance
Adapt the experience using relevant signals rather than collecting every possible field.
01Data comes from your own relationship: a purchase, visit or response.
What ATT changed
Before ATT, Meta could follow users across apps and websites almost freely. After iOS 14.5, every app has to ask permission, and the vast majority of users say no. The result was a sharp loss of signal: fewer measured conversions, weaker audience building, and shakier attribution, especially on iPhone.
It's one of the main reasons browser-based pixel tracking alone no longer cuts it. The answer is server-side tracking via the Conversions API, which recovers part of the signal ATT shut down by sending events from your own server rather than from the user's device.
One purchase. Consistent measurement.
- event_name
- Purchase
- event_id
- DEMO-1042
- Browser + server
- Same event, matched
01The purchase is recorded with a stable ID, value and currency.
Frequently asked questions
How did iOS 14 / ATT affect advertising?
It reduced the data Meta and other platforms receive, because most users opt out of tracking. That meant fewer measured conversions, weaker audiences, and shakier attribution, especially on iPhone.
How do I mitigate the effect of ATT?
With server-side tracking via the Conversions API, high Event Match Quality, and correct deduplication. That recovers part of the signal ATT shut down by sending events from your own server rather than the browser.
From insight to action
See how it applies in practice.
Growth also needed a better purchasing process
We built Matraws' trade-in system with submission, assessment, offers and handling in one backend. The work addressed supply as a constraint.
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About the author
Nicklas Segatz Mortensen
Growth hacker and fractional CMO with 10+ years' experience and hundreds of millions in managed ad spend behind him. Background from larger Danish and international scale-ups, and from the agency world.
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