Announcing Privacy Insights: Understand Limit Ad Tracking in your marketing

Analyze Limit Ad Tracking ratios

In the Adjust dashboard, you can now add a new metric to all of your reports: the proportion of users who have activated Limit Ad Tracking settings. You can find the new KPI in the column selection for any graph or overview report. (Since it’s not a cohortable metric, though, it’s not in the cohorts.)

Users on both iOS and Android have the choice to limit ad tracking – this new KPI will reflect the proportion on either platform.

When iOS10 was released, the Limit Ad Tracking settings got a fair bit stricter, by zeroing out the IDFA values when LAT was enabled. This not only asks advertisers not to target the users, it directly prevents it. For the purpose of analytics, we deduplicate and attribute the installs coming from LAT users, and use an anonymous (generated) ID to connect different engagement events – but exclude any device IDs, so the users can’t be targeted later. This is directly in line with the mandated meaning of the setting.

With the new insights, you can find out if certain user segments are more likely to opt out of tracking than others, and gauge the efficacy of different channels to reach users with LAT activated. For example, you might want to place ads in card games, or in Sudoku apps, to effectively “target” certain segments without tracking and targeting users. The LAT rate is a key piece of information to understand the effectiveness of this strategy.