The ATT requires apps to ask users for permission before tracking their activity and this is a big challenge for marketers: now that personalized customer experiences are becoming an expectation, the very activity that AppTrackingTransparency is blocking is exactly what fuels the experiences that customers wanted and never knew.
Marketers know that engaged and valuable audiences are built from people who embrace marketing communications, and that’s why obtaining tracking consent from mobile app users is more important than ever.
Let’s not forget that every cloud has a silver lining and the deprecation of the IDFA does not have to mean the death of data-driven marketing.
Users are still willing to give consent for their data to be used. They just need to understand why their data is collected, what for, and how they will benefit from it. That’s why the key to success is to focus on building customer relationships based on trust: being part of a conversation with users about their privacy, and offering them a transparent opt-in experience, is indeed essential to strengthening trust in your brand.
This means that, if you want to get the opt-in needed for better customer engagement and business results, you need a strategy. And that’s where the pre-ATT prompt comes into play.
The pre-permission prompt is a way of preemptively notifying a user about a prompt they are going to receive. It’s an opportunity to clarify what the prompt means, how the request impacts the user, and why their consent is important — all before they see it.
A pre-permission prompt is necessary because usually ATT prompts appear to customers with little context or explanation, which makes data collection seem shadier than it really is. The result is customers less willing to opt-in.
For this reason, as a marketer, you must consider how your ATT prompt will be communicated to and perceived by users, to continue delivering the highly satisfying in-app experiences that users deserve.
Pre-ATT prompts play a critical role in raising consent rates. Rather than showing users privacy notice out of context, you instead tailor your messaging to give the ATT pop-up a frame of reference: the better your pre-permission approach is, the more comfortable your app users will be with sharing their data.
How to design a good pre-ATT prompt?
In this infographic, we have collected the steps you have to take in order to improve opt-in rates and what steps you should avoid presenting tracking permission requests in a way that doesn’t scare off users.