Just 11% of iOS 14 users have allowed ad tracking

An overview of the opt-in rate for app tracking among iOS 14 users (those that can allow or reject app tracking).

Only one in ten (11%) mobile users with iOS 14 have allowed app tracking and this drops to just 4% in the US, according to data from mobile analytics company Flurry Analytics.

Until now, apps have been able to use Apple’s Identifier for Advertiser (IDFA) to track users for targeted advertising. iOS 14 users are able to reject this tracking, though, and Apple made this more explicit with the launch of iOS 14.5 on April 26. Mobile apps now have to ask users who have upgraded for permission to gather tracking data.

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