Here’s how the Audiomack music app helped 64% of its users opt for iOS ad tracking

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

Apps just have a short, customizable text field above the fateful choice – “Allow tracking” or “Ask app not to track” – where they can share how they are using data and why this data is being shared. could benefit a user.

But there are some nuances that cannot be expressed in one sentence.

Listen please

Take Audiomack, a youth-focused free music streaming service with 5 million daily active users through its app and mobile web experience.

Audiomack has a compelling reason for requesting an opt-in: unlike an ad-supported mobile game, which has only a low cost of income when people play – essentially, the marginal expense of paying for bandwidth and servers – Audiomack has a hard cost to pay every time one of its users streams a song.

“If you listen to 1,000 songs, we have to pay 1,000 rights holders, which means there is a real cost every time someone plays music,” said Dave Edwards, vice president of music. Audiomack revenues. “This is something we want to explain, that we have advertisements not only to line our pockets, but to pay the rights holders who own the music content.”

In preparation for the full-scale release of AppTrackingTransparency with iOS 14.5 in April, Audiomack tested and implemented a pre-prompt that would appear before Apple’s more utility system prompt.

According to Apple, users should ideally already know why an app is asking for context-specific tracking permission. But Apple allows developers to display custom messages before displaying the ATT alert “if further details are essential.”

Many developers believe this is indeed “essential”, as they only have one opportunity per user to request authorization through the ATT system prompt.

Ask around

Audiomack’s initial pre-invite user flow began with a screen explaining Apple’s ATT requirement, followed by a “soft request” screen, and drew a clear line between personalized advertising and the ability to perform. ‘Audiomack to remain free and to support musical artists.

Audiomack tested two variations of its software request screen, both of which included “Yes” and “No” buttons at the bottom. The first variation focused on the role advertising plays in supporting artists, while the second focused more on how ads help keep the app free.

The second variant – keeping Audiomack free – proved to be a clear winner.

And then the moment of truth came, when the users who typed “yes” on the software request screen were presented with the official ATT system prompt.

An impressive 64% of Audiomack users have opted for tracking.

Audiomack soft ask variants

While calculating the industry-wide ATT membership rate has been a complicated affair to date, reaching 64% is a solid foundation on which Audiomack can work, especially since the majority of its users (71.5%) are already on iOS 14 or higher.

It’s not just roses, however. Despite the fact that most Audiomack users have given permission, IDFA is only present for 52.5% of users. This is because some people who said “yes” to tracking in response to Audiomack’s software prompt have also disabled tracking in their iOS settings, which prevents any app from showing the system prompt. ATT.

In this case, Audiomack displays a third screen to these users, asking them to enable tracking for the Audiomack app only. But some people don’t take that extra step.

Ch-ch-changes

But this is not the end of the journey. Over the past few weeks, Apple has tweaked some details of its documentation in terms of what is and isn’t allowed in a pre-invite, and it’s likely it will continue to make adjustments.

Audiomack experienced this in mid-May when it submitted an app update to the App Store for something completely unrelated to ATT.

The Apple reviewer rejected the update and sent Audiomack a note pointing to its amended documentation that says software requests cannot contain a “yes” or “no” choice. Developers who display a custom screen preceding a privacy-related permission request are now only allowed to provide one option, such as “continue” or “next”.

Audiomack made the switch, but experience is proof that app developers will need to be on guard, Edwards said.

“We are among the top 100 global apps in the US App Store and in some overseas markets we are among the top five global apps, [and so] the average consumer probably thinks we have a direct line with Apple – a two-way conversation where they share news and best practices with us, ”he said. “But we just have to follow the rules of the documentation – and those can change randomly without warning or warning.”


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