iOS 14 Blues - Carney
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iOS 14 Blues

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Best Practices to Secure User Opt-In on iOS 14

You know, the idea that garlic keeps vampires at bay was probably just something made up by parents trying to get a picky child to eat garlic. Big bummer for vampires if it’s true though; garlic is delicious. Come to think of it, vampires can’t come into your house unless they’ve been invited in. Great way to cut down on the stranger danger.

It’s kind of similar for digital marketers and iOS 14. In this case, we’re the vampires 🧛‍♀️ needing consent for ad tracking on the App Tracking Transparency (ATT) framework. Sure, tracking isn’t quite as easy as it once was, but iOS 14 isn’t a wooden stake for us marketers. Here are some best practices to secure user opt-in on iOS 14 courtesy of Branch.

  • Test a prompt that provides context to Apple’s modal. This part is all about transparency. When someone downloads an app you wish to track, they will get a notification asking for tracking consent. The two options for the user are “Ask App Not to Track” and “Allow.” Prepare users for this by explaining why your tracking provides for a better experience. This will give more context before users are met with Apple’s consent notification.
  • Explain the value proposition of opting in. While people may initially like the notion of an extra layer of privacy, they may not recognize what this will mean for their full app experience. If the app is free or low-cost, then let users know you’re able to provide the app for free or low-cost because of your ability to track. Mention that tracking allows for a more personalized experience with relevant ads.
  • Optimize the timing of your ask. Make sure you’re in the good graces of your user. Better to ask mom and dad if you can meet up with your friends after completing all your chores (you can only be so sneaky.) Refrain from asking in the middle of a task. Think about where within a user’s flow they will be most willing to give tracking consent.

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