iOS 14.5 and App Tracking Transparency: the impact on SME advertising

In late April 2021, Apple released iOS 14.5 along with the App Tracking Transparency (ATT) feature. From this version, apps that want to track user activity across other companies' apps and websites must ask permission first. For small businesses running ads on Facebook, Instagram or other apps, this change can alter how results are measured.

How ATT works

According to Apple's support page, from iOS 14.5, iPadOS 14.5 and tvOS 14.5, apps must display a permission request before tracking users. Users choose "Allow" or "Ask App Not to Track", and can still use the app's full functionality either way. Users can change their choice later in Settings, under Privacy & Security > Tracking.

Apple defines "tracking" as linking user or device identifying information collected from an app with information from third-party apps, websites or other sources, for targeted advertising or ad measurement, or sharing it with data brokers. When users decline, the app cannot access the advertising identifier (IDFA).

Impact on small businesses

Some possible effects, varying by industry and customer group:

• Less complete conversion measurement: orders and sign-ups recorded from iPhone users may be fewer than actual, or delayed.
• More limited targeting and retargeting: audiences based on website visit behavior may shrink.
• Reported figures change: ad platforms have adjusted their calculation methods, attribution windows and reporting delays.
• Harder to compare with the past: swings in reports aren't necessarily because campaigns got worse; part of it is due to how things are measured.

Meta (Facebook) has publicly expressed concern that this change affects small advertisers, while others see it as a step forward for user privacy. The impact figures are published by each party, so track your own actual results.

What small businesses should prepare

1. Update the configuration on your ad platform. Meta has a guidance page for iOS 14.5 and later users; follow the current steps such as domain verification and setting up conversion events.

2. Consider sending data from the server. The Conversions API lets you send conversion events from your business's server, website or CRM to Meta, complementing the browser pixel. Implementation needs someone with technical expertise and must comply with privacy policies.

3. Build your own data. Collect email addresses and phone numbers from customers who agree to receive information, through forms, newsletter sign-ups and loyalty programs. Clear notice and appropriate consent are required.

4. Cross-check multiple data sources. Don't look only at the ad platform's reports; compare with Google Analytics, actual orders in your sales system, dedicated discount codes, and asking customers "how did you hear about us".

5. Try measuring over periods. Compare weekly revenue before and after changes instead of fully trusting each individual campaign.

6. Diversify channels. Combine search, email, website content, SEO and community instead of depending on a single platform.

Don't forget content

When precise tracking is harder, useful content and a good website experience matter even more: fast-loading pages, clear information, easy ways to get in touch. These improve conversions without depending on tracking users.

2026 update: After 2021, ad platforms kept adjusting their measurement tools, and user privacy remains a trend. Names, features and policies have changed a lot; see the current documentation from Apple and Meta.

FAQ

Does ATT apply to Android?

ATT is a feature of Apple's operating systems (iOS, iPadOS, tvOS) and does not apply to Android.

If users decline tracking, do ads stop?

Ads can still be shown, but targeting and measurement based on cross-app tracking are limited. Data within the app itself can still be used according to that app's policies.

Do I need technical help to set up measurement?

You can contact HVSC's Technology team to discuss.

Reference sources

• Apple — App Tracking Transparency: https://support.apple.com/en-us/102420
• Apple Developer — AppTrackingTransparency: https://developer.apple.com/documentation/apptrackingtransparency
• Meta — Ads for iOS 14.5 and later users: https://www.facebook.com/business/help/331612538028890
• Meta for Developers — Conversions API: https://developers.facebook.com/docs/marketing-api/conversions-api