App Marketing

28 days later: What happened to Limit Ad Tracking?

Simon Kendall
Head of Communications

It’s been almost a month since iOS10 was released, with its more stringent privacy settings – where users can opt out of the ID for Advertisers (IDFA). When the Limit Ad Tracking setting is enabled, the IDFA is blank.

If people were more interested in reducing the number of retargeted ads, and if they were aware of the effects of the Limit Ad Tracking settings, we would expect a steadily rising trend throughout the last month as adoption of iOS 10 rises and people become aware of the changes. So far, there’s no evidence of an upward trend – the global rates are stagnant, at around 18 %.

So what’s happened, globally?

After the jump, you’ll find all of the rates, by country.

Limit Ad Tracking infographic

Limit Ad Tracking infographic

In North America, US LAT rates rise to 20 %

The US is one of the few places where the Limit Ad Tracking rates have consistently risen throughout the month. Around the launch of iOS 10, different measurements implied that circa 16 - 18 % of iOS users in the United States had opted out of ad tracking. As of October 4th, the day this dataset was retrieved, that number had steadily risen to 20 %.

Country % of iOS users who have opted out
Bahamas 18.77%
Barbados 22.98%
Belize 21.87%
Bermuda 30.28%
Canada 14.44%
Costa Rica 11.45%
Dominican Republic 10.91%
El Salvador 10.17%
Guadeloupe 25.62%
Guatemala 10.23%
Haiti 28.35%
Honduras 11.79%
Jamaica 13.16%
Martinique 26.42%
Mexico 7.88%
Nicaragua 13.87%
Panama 10.79%
Puerto Rico 13.73%
Trinidad and Tobago 13.10%
United States of America 20.46%

Germans and Scandinavians top the list among Europeans

In Europe, the rates are frequently above the global average, especially in Eastern Europe.

The countries leading the list are typically in Northern Europe, such as Germany (19 %) or the Netherlands (22 %). Writing this out of Berlin, this is not entirely surprising. The Germans have high standards for privacy protection (Datenschutz), and an above-average awareness of the types of data that is being collected - in addition to some of the world’s most stringent privacy protection laws. As adjust’s platform is engineered and hosted in Germany, we’re keenly familiar with the type of protections these laws require.

Particularly low are the rates in Turkey.

Country % of iOS users who have opted out
Albania 14.22%
Austria 17.78%
Belarus 12.70%
Belgium 16.33%
Bosnia and Herzegovina 12.68%
Bulgaria 10.89%
Croatia 13.30%
Cyprus 15.19%
Czech Republic 18.75%
Denmark 16.89%
Estonia 15.77%
Finland 17.33%
France 12.02%
Germany 19.33%
Greece 12.07%
Hungary 10.94%
Iceland 14.24%
Ireland 12.38%
Italy 13.69%
Latvia 14.91%
Lithuania 11.89%
Luxembourg 18.51%
Macedonia 11.34%
Malta 18.83%
Moldova 14.00%
Montenegro 16.93%
Netherlands 21.99%
Norway 12.37%
Poland 17.27%
Portugal 12.56%
Romania 9.78%
Russia 13.95%
Serbia 11.45%
Slovakia 16.40%
Slovenia 15.07%
Spain 12.91%
Sweden 12.55%
Switzerland 16.44%
Turkey 8.49%
Ukraine 12.38%
United Kingdom 16.52%

The Middle East, Israel and the Arab subcontinent

Country % of iOS users who have opted out
Bahrain 10.87%
Iran 11.95%
Israel 14.07%
Jordan 11.14%
Kuwait 13.51%
Lebanon 11.62%
Oman 11.58%
Qatar 12.76%
Saudi Arabia 12.25%
UAE 11.57%
Yemen 22.78%

Users in Asia more open to ad tracking?

It’s among Asian countries that we find some of the world’s lowest rates of opt-outs, almost tied with Latin America. The lowest rates across the board are found among users in Indonesia and the Philippines.

Country % of iOS users who have opted out
Afghanistan 14.74%
Armenia 10.79%
Azerbaijan 10.99%
Bangladesh 13.92%
Bhutan 26.56%
Brunei 16.15%
Cambodia 18.75%
China 11.04%
Georgia 12.47%
Hong Kong 17.32%
India 9.23%
Indonesia 7.16%
Iraq 10.48%
Japan 13.60%
Kazakhstan 11.07%
Kyrgyzstan 15.67%
Laos 14.77%
Macao 17.77%
Malaysia 9.42%
Maldives 13.75%
Mongolia 8.03%
Myanmar 11.48%
Nepal 11.10%
Pakistan 7.49%
Philippines 6.92%
Singapore 15.50%
South Korea 9.64%
Sri Lanka 9.21%
Taiwan 14.21%
Tajikistan 19.73%
Thailand 8.33%
Turkmenistan 25.68%
Uzbekistan 15.44%
Viet Nam 9.19%

South America on the lower end of the scale

Country % of iOS users who have opted out
Argentina 9.02%
Bolivia 10.60%
Brazil 8.23%
Chile 9.01%
Colombia 9.10%
Ecuador 10.16%
French Guiana 32.14%
Guyana 23.27%
Paraguay 10.21%
Peru 9.43%
Suriname 25.14%
Uruguay 11.21%
Venezuela 8.95%

African countries represent the highest level of iOS Limit Ad Tracking

Country % of iOS users who have opted out
Algeria 16.02%
Angola 14.77%
Benin 28.95%
Bolivia 20.50%
Botswana 29.41%
Burkina Faso 25.92%
Cameroon 18.62%
Congo 38.18%
Cote d’Ivoire 10.31%
Curacao 25.82%
DRC 19.49%
Egypt 10.22%
Ethiopia 19.71%
Gabon 26.53%
Gambia 22.22%
Ghana 10.33%
Guinea 22.22%
Kenya 13.32%
Libya 12.81%
Madagascar 23.33%
Mali 18.09%
Mauritania 30.09%
Mauritius 16.19%
Morocco 17.84%
Mozambique 19.60%
Namibia 20.94%
Nigeria 8.66%
Reunion 15.88%
Rwanda 36.36%
Senegal 14.38%
Sierra Leone 32.43%
Somalia 23.33%
South Africa 13.34%
Sudan 23.44%
Tanzania 15.13%
Togo 32.43%
Tunisia 15.44%
Zambia 25.50%
Zimbabwe 20.66%

What does this mean for you?

Limit Ad Tracking means that users don’t want to be retargeted and profiled for advertising purposes.

As we can see, it’s not evenly distributed across countries, and it’s additionally not evenly distributed among target audiences. Audiences that are more tech-savvy typically know about these settings to a greater degree, and are also more allergic to advertising in general. Some audiences will also have a high proportion of adblockers, which is complementary to Limit Ad Tracking.

It looks like the rates are higher in countries where more people are concerned about their privacy online - for example in the German-speaking area - but not necessarily in countries where smartphone penetration is higher, like in Sweden.

As a marketer, audiences that are very likely to enable Limit Ad Tracking can still be valuable. But you need to reach them in ways that are additionally aware of their privacy preferences.

Understand the “dark percentage” of Limit Ad Tracking

Just last week, we released Privacy Insights, including a new KPI into the adjust dashboard: the proportion of users that have enabled Limit Ad Tracking.

In our aggregated data, we measure the number of anonymous users in each segment. With this information, you’re able to understand more clearly - for your app - which audiences are more likely to opt out of ad tracking.

Maybe some campaigns or some publishers reach this audience to a higher degree? There’s no point scheduling retargeting campaigns toward a segment where a large proportion of the users have opted out.

If certain high-performing audiences are more likely to opt out of tracking, you can know which types of publishers can reach them - and which don’t.

The metrics are available to everyone using adjust.

Not using adjust yet, but still curious how to find out which of your audiences are most engaged, and which ones are more likely to enable LAT? Get in touch today for a demo.