In preparation for the wide release of AppTrackingTransparency along with iOS 14.5 in April, Audiomack tested and implemented a pre-prompt that would pop up before Apple’s more utilitarian system prompt.

The system immediate required by Apple’s AppTrackingTransparency framework doesn’t depart a ton of wiggle room.

Apps have only a temporary customizable textual content subject above the fateful selection – “Permit monitoring” or “Ask app to not observe” – the place they will share how they use knowledge and why that knowledge sharing may profit a consumer.

However there are some nuances that may’t be expressed in a single sentence.

Hear, please

Take Audiomack, a free youth-focused music streaming service with 5 million each day lively customers throughout its app and cell internet expertise.

Audiomack has a compelling cause to ask for an choose in: In contrast to an ad-supported cell sport, which solely has a small value of income when folks play – principally, the marginal expense of paying for bandwidth and servers – Audiomack has a tough value to pay every time one among its customers streams a tune.

“In the event you take heed to 1,000 songs, we have now to pay 1,000 rights holders, which implies there’s an actual value anytime somebody performs music,” mentioned Dave Edwards, Audiomack’s VP of income. “That is one thing we need to clarify, that we have now adverts not simply to line our pockets, however to pay the rights holders who personal the music content material.”

In preparation for the large launch of AppTrackingTransparency together with iOS 14.5 in April, Audiomack examined and carried out a pre-prompt that will pop up earlier than Apple’s extra utilitarian system immediate.

According to Apple, customers ought to ideally already know why an app is requesting permission for monitoring based mostly on context. However Apple does permit builders to show customized messaging earlier than exhibiting the ATT alert “if it’s important to offer further particulars.”

A number of builders consider that it’s, certainly, “important,” since they’re solely given one alternative per consumer to ask for permission by way of the ATT system immediate.

Asking round

Audiomack’s preliminary pre-prompt consumer movement started with a display screen explaining Apple’s ATT requirement, adopted by a “gentle ask” display screen, and drew a transparent line between customized promoting and Audiomack’s means to stay free and assist music artists.

Audiomack examined two variants of its gentle ask display screen, each of which included “Sure” and “No” buttons on the backside. The primary variant emphasised the function that promoting performs in supporting artists, whereas the second centered extra on how adverts assist hold the app free.

The second variant – holding Audiomack free – proved the clear winner.

After which got here the second of fact, when customers who tapped “sure” on the gentle ask display screen have been offered with the official ATT system immediate.

A formidable 64% of Audiomack’s customers opted in to monitoring.

Audiomack's soft ask variants

Though calculating the industry-wide ATT opt-in rate has been a messy affair thus far, attending to 64% is a strong base for Audiomack to work from, particularly contemplating that almost all of its customers (71.5%) are already on iOS 14 or larger.

It’s not all roses, although. Although most Audiomack customers have given their permission, the IDFA is simply current for 52.5% of customers. That’s as a result of some individuals who mentioned “sure” to monitoring in response to Audiomack’s gentle immediate even have monitoring turned off of their iOS settings, which bars any app from exhibiting the ATT system immediate.

In that case, Audiomack reveals a 3rd display screen to these customers, asking them to allow monitoring for the Audiomack app solely. However some folks don’t take that additional step.


However this isn’t the top of the journey. Prior to now few weeks, Apple has modified sure particulars in its documentation by way of what’s and isn’t permissible in a pre-prompt, and it’s more likely to proceed making tweaks.

Audiomack skilled this firsthand in mid-Could when it submitted an app replace to the App Retailer for one thing fully unrelated to ATT.

The Apple reviewer rejected the replace and despatched Audiomack a be aware pointing to its amended documentation which says that gentle asks can’t include a “sure” or “no” selection. Builders that show a customized display screen previous a privacy-related permission request at the moment are solely allowed to supply one possibility, equivalent to “proceed” or “subsequent.”

Audiomack made the change, however the expertise is proof that app builders might want to keep on their toes, Edwards mentioned.

“We’re a High 100 total app within the US App Retailer and in some international markets we’re a High-five app total, [and so] the common client in all probability thinks we have now a direct line to Apple – a back-and-forth dialog the place they share information and greatest practices with us,” he mentioned. “However we simply should abide by the principles within the documentation – and people can change randomly with out warning or a heads-up.”