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Understanding the Impact of iOS Attribution Update 14.5

If you’re reading this blog post, chances are you’ve been impacted by the recent iOS 14.5 update, just like the rest of us. This update has brought about some significant changes to the way we approach attribution in our digital campaigns, and if you’re feeling a little lost, don’t worry – you’re not alone.

How iOS 14.5 Update Affects Attribution

The iOS 14.5 update has a significant impact on iOS attribution. With the introduction of App Tracking Transparency, users are now required to opt-in to allow apps to track their data. This change means that the number of users who can be tracked is likely to decrease significantly. As a result, marketers may see a decrease in the number of attributed app installs and a decrease in the accuracy of their attribution data.

In this post, we’ll take a more casual approach to the topic and explore some practical tips on how to be strategic about attribution after iOS 14.5. Let’s dive in!

First, let’s talk about what the iOS 14.5 update means for us as marketers. The update has introduced a new feature that requires app developers to get explicit permission from users before tracking their data across other apps and websites. This means that marketers will have limited access to user data, which will make it harder to attribute conversions to specific channels and campaigns.

So, what can we do to adapt our attribution strategy and still get accurate insights into our campaign performance? To make the most of your iOS attribution strategy, there are several best practices that you can follow. These include focusing on first-party data, using probabilistic attribution models, and being transparent about the data you collect and how you use it. Additionally, you should regularly review your attribution data and adjust your advertising strategies accordingly to ensure that you are getting the best ROI from your campaigns.

Below mentioned are some tips discussed in detail.

  1. Use first-party data: With the new restrictions on tracking, it’s more important than ever to focus on collecting first-party data. This means data you collect directly from your customers, such as email addresses, phone numbers, and purchase history. By collecting this data, you can build a more complete picture of your customers and their behavior.
  2. Use multi-touch attribution: It’s important to use a multi-touch attribution model to ensure you’re getting a complete view of your customer journey. Multi-touch attribution takes into account all touchpoints in the customer journey, not just the last click.
  3. Focus on brand awareness: With limited access to user data, it’s harder to attribute conversions to specific campaigns. This means it’s more important than ever to focus on brand awareness. By building brand awareness, you can create a strong connection with your audience and increase the likelihood of conversions.

Now for the people who are feeling a bit lost after the iOS 14.5 update and struggling to get accurate insights into your campaign performance, fear not! Now we’ll be discussing some tools and techniques you can use to get better insights and adapt your strategy in the face of these changes.

  1. Google Analytics: While the update does limit the amount of data we can collect, Google Analytics is still a valuable tool for measuring website traffic and engagement. By analyzing metrics like bounce rate, time on site, and pages per session, you can gain insights into which channels and campaigns are driving the most engagement on your website.
  2. UTM parameters: UTM parameters are tags you can add to your URLs to track the performance of specific campaigns and channels. While you may not be able to track as much data as before, using UTM parameters can still give you some insight into which channels and campaigns are driving traffic to your website.
  3. Custom audience targeting: Custom audience targeting allows you to target specific groups of users based on data you’ve collected, such as email addresses or website activity. By using custom audience targeting, you can create highly targeted campaigns that are more likely to drive conversions.


In conclusion, the iOS 14.5 update has definitely thrown a wrench in our attribution strategies, but by adapting our approach and using the right tools and techniques, we can still get accurate insights into our campaign performance. Remember to focus on collecting first-party data, use multi-touch attribution, and focus on brand awareness. And most importantly, don’t be afraid to experiment with different tools and techniques to find what works best for you and your campaigns.

If you’re looking for help navigating the iOS 14.5 update and optimizing your attribution strategy, contact team Trackier. Our team of experts can help you make the most of your mobile advertising campaigns and ensure that you are getting the best ROI from your advertising spend.

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