A Deep Dive Into iOS Attribution: Trends & Insights

A Deep Dive Into iOS Attribution: Trends & Insights

…By Khurram Alley for TDPel Media. With the launch of iOS 14, Apple has come up with some amazing privacy features for its users. These features and updates are gonna change the entire game for the mobile app community. Obviously, you are concerned about your privacy and don’t want it to get hampered by any cause. So majorly this update has changed the way of mobile attribution and tracking on the latest iOS version 14.5.


This approach towards keeping user privacy an utmost priority. Considering the type of data collected and how it is being collected is now completely in the hands of the user. If you don’t want your data to be tracked, you can deny the permissions for the same.

Understanding Mobile Attribution

We can consider mobile attribution as a process through which marketers evaluate the effectiveness of their marketing efforts or ad campaigns. It helps them find out the touchpoints that made a particular conversion by the user.

Mobile Attribution involves SDKs or other mobile marketing platforms for such tracking that give them valuable insights and marketing data of the user. It has unique identification IDs like Identifier for Advertising (IDFA) for iOS users and Google Advertising Id (GAID) on Android. Such attribution techniques have made it easy for us as marketers to upscale and enhance our marketing strategies at regular intervals. Contributing to the advancement of mobile marketing Trackier MMP has come up with some amazing features for advertisers. They can easily track the user journey, evaluate their marketing efforts, manage their ad campaigns, and even create customized reports as per their requirements.

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The Role of iOS Attribution in Mobile App Marketing

After the latest update from Apple, everyone has a lot of questions about it, as you might also be wondering about how are these updates going to affect the mobile marketing world. Whether the SkAdNetwork approach is feasible or not, especially marketers will be in a buzz about how will they be tracking the ad campaign outcomes.


It’s genuine, of course, when something really big happens this is how we humans get confused. So keeping all such confusion aside let’s find out the answers to these questions. Let us further unveil the secrets that iOS attribution has brought to us and take a deeper look at it.


Identifier for Advertising (IDFA) is the traditional way of monitoring ad campaign outcomes for Apple Users. It is the unique identifier used to track and target users for retention and evaluate marketing effectiveness. But now with the latest updates from Apple on privacy concerns users can allow or even deny accessing their IDFA. Hence, SkAdNewtork has come into play with some technological advancements for both users and marketers to ease tracking and avoid data silos for users.

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Since IDFA is the unique identifier for tracking and attribution purposes but the day-to-day advancements are taking place. So advertisers are adapting to the new changes and the constantly changing world of technology.


We can consider SkAdnewtork as the technique that helps advertisers measure the effectiveness of their ad campaigns without hindering the privacy of the users. Apple launched this framework with the new update of iOS 14, keeping the privacy concerns of a user in mind. It is an advanced alternative to the traditional IDFA technique.

Now advertisers have to track the ad campaign performance through the conversion value that’s being assigned to any event in any app purchases. Hence, marketers will have limited access to user data until its permission. This ensures the security of user data, the lesser access to data the more secure it is.

The launch of SKAdNetwork has forced advertisers to modify their attribution and measurement plans. To lessen the effects of having limited attribution insights, advertisers may need to investigate alternate attribution models, rely more on contextual targeting, and diversify their marketing channels.



We may define iOS attribution as a procedure that enables companies to monitor and link user behavior and conversions to certain marketing initiatives or campaigns inside the iOS ecosystem. Apple has made substantial adjustments to protect user privacy and give users more control over their data with the release of iOS 14 and subsequent updates. The way advertisers gauge the success of their marketing initiatives has completely changed as a result of these modifications, which also include the development of attribution techniques like SKAdNetwork and the App Tracking Transparency framework. As a result, iOS attribution makes it possible for companies to make data-driven decisions, effectively allocate their resources, and optimize their strategy.

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Sustaining proper measurement and analysis of marketing efforts depends on adjusting to the new paradigm of iOS attribution. Businesses may successfully navigate the iOS attribution landscape and continue to drive success in their digital marketing initiatives by embracing privacy-preserving techniques, diversifying marketing channels, and prioritizing user permission and data privacy.


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About the Author:

Khurram Alley is an accomplished digital marketer with extensive experience in the industry. He has contributed significantly to the TDPel Media’s success over the past five years. Khurram has consistently delivered exceptional results with a deep understanding of digital marketing strategies and trends. He lives in Mumbai, India.


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