It's happening! iOS 14.5 has officially launched. We're all in the same boat, but here's what we know now and what we're testing to learn more:
Apple’s App Tracking Transparency (ATT) prompt hasn’t been pushed to Facebook for most people yet.
It doesn’t show up immediately when you update to iOS 14.5, and will likely be rolled out over the next three to four weeks in batches as iOS applications start to comply and enable the prompt with updates.
Here’s what you’re going to see:
Our team has seen that Android is outperforming iOS (almost) across the board. This is only the case in U.S. campaigns – worldwide, iOS still performs better. This is noteworthy, but considering the massive 60% market share that iOS enjoys in the U.S., shifting focus away from Apple towards Android is not a viable solution. Our experience has shown and continues to show at scale that targeting all will still outperform at scale but we will be monitoring closely.
Check Google Analytics to see what ratio of your audience has updated to 14.5 so far – this will help in projecting the iOS 14.5 adoption rate of your particular audience.
At Pilothouse we’re in full testing mode. Here are a couple of things we’re doing to monitor iOS 14.5 impacts:
We’re all in the same boat. Right now we’re testing like crazy and will get back to you when we have more data to share!