Glossary
What is App Tracking Transparency (ATT) ?
ATT is Apple's iOS framework that requires apps to request explicit user permission before tracking their activity across other companies' apps and websites.
Overview
App Tracking Transparency (ATT): Definition & Meaning | Segwise Glossary
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Overview
ATT is Apple's iOS framework that requires apps to request explicit user permission before tracking their activity across other companies' apps and websites.
Without the user's explicit opt-in, apps cannot perform user-level cross-app attribution or share data with third-party measurement tools at an individual level.
The industry-wide opt-in rate for ATT prompts has settled at 25–45% depending on app category, meaning 55–75% of iOS users cannot be tracked at the user level for attribution purposes.
This fundamentally changed iOS UA by reducing the data available for targeting, attribution, and audience building.
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