iOS 17.4 bug could lower ATT opt-in rates, Kochava finds

In a recent examination of app performance on iOS devices, the Kochava team stumbled upon a critical issue affecting versions 17.4.0 and 17.4.1. The problem lies within Apple’s App Tracking Transparency (ATT) framework, particularly in its handling of opt-in status reporting.

Before the rollout of version 17.4.0, the average ATT opt-in rate stood at approximately 45%. However, upon analyzing traffic on iOS 17.4.0 and 17.4.1, Kochava noted a significant drop, with the average opt-in rate plummeting to around 25%. It’s important to note that these rates can fluctuate based on factors such as the app’s category and the user’s geographical location.

The root cause of this decline stems from a bug within the ATT framework, which erroneously indicates a “denied” status prematurely, regardless of the user’s actual response to the ATT prompt. This means that even if a user opts to Allow Tracking, the status relayed to the app and its associated SDKs may erroneously appear as though the user selected Ask App Not to Track. Kochava says SKAdNetwork (SKAN) attribution and reporting remain unaffected by this bug.

The implications of the bug are significant, particularly for developers and advertisers relying on accurate tracking and attribution data to optimize their campaigns and gauge user engagement. With a substantial portion of users potentially being misclassified as opt-out, it could lead to skewed analytics and suboptimal targeting strategies.

Apple has acknowledged the issue and seems to have integrated a solution into the iOS 17.5 beta, which was made available on April 4. The final version of iOS 17.5 is anticipated to be released to the public by late April or early May.