Has ATT and IDFA Disrupted Your iOS Reporting?

Most marketers would say absolutely — iOS reporting and attribution is increasingly challenging.

Apple’s ATT and IDFA deprecation have disrupted iOS reporting and attribution with:

• Limited visibility into opted out users, especially on iOS.
• Complex SKAN alternatives that lack granularity, are difficult to implement, and don’t meet your needs.
• Data gaps between campaign data and user-level insights.

Data from 2024 indicates that ATT opt-in rates have decreased to approximately 13.85% globally, down from 18.9% in the previous quarter. This decline in opt-in rates has resulted in a significant reduction in the addressable audience for retargeting campaigns. Specifically, the volume of available ID-enabled traffic on iOS has dropped from around 90% before ATT to approximately 54%. This reduction aligns with earlier reports estimating that retargeting pools have decreased by 10% to 30% on average.

Ultimately, the privacy-centric frameworks that marketers use today often leave you with significant gaps in data, which means trying to optimize campaign performance is a guessing game. This uncertainty makes it difficult to make informed decisions and enhance strategies effectively across channels. Overall, these challenges hinder your ability to confidently optimize campaigns and engage users holistically.

So, how do you go about unraveling these challenges? One simple solution is Branch’s Predictive Aggregated Measurement (PAM) — an innovative approach to mobile campaign attribution designed to provide marketers with expansive iOS performance data while preserving privacy in our ever-changing privacy industry. And our customers are seeing some pretty remarkable results.

Double your attribution coverage

PAM is one of our latest innovations that enhances our attribution measurement across iOS — in a completely privacy-centric way. Privacy is especially important for marketers in a world where customers are increasingly concerned and regulations in the ads landscape are continuously evolving.

With PAM, marketers gain durable strategies for the future that don’t rely upon user-level data (since this is increasingly going away), and they can accurately measure performance without compromising their user’s trust.

Our customers are seeing an average 40% reduction in missing attribution claims with insights that still ensure user privacy. For one key retail customer, we’ve already seen PAM drive a 65% boost in attributed app opens across iOS campaign metrics.

PAM’s value is vital for our customers running ads across iOS. Without PAM, they would be operating within a black box — guessing on how to spend ad budgets and optimize strategies across iOS.

Strengthen your iOS strategy with more complete attribution data

With Branch, brands attribute an average of 118% more installs than SKAN alone with Branch. While impressive, some brands achieved even more.