Updated Mar 17, 2026 by Liftoff
Apple’s App Tracking Transparency (ATT) framework has negatively impacted 64% of user acquisition campaigns, leading to increased costs for 72% of marketers and complicating decision-making for 73%.
Nearly 60% of marketing professionals report facing more aggressive KPIs than in previous years, yet approximately half are currently struggling to meet these targets.
To combat data scarcity, 52% of marketers plan to increase their 2023 advertising budgets while diversifying into influencer marketing and organic social media.
Marketers are shifting strategies away from traditional tracking by reallocating budgets toward Android and prioritizing alternative, less trackable channels.
Industry professionals are currently navigating significant knowledge gaps regarding upcoming privacy changes, specifically the deprecation of Google Advertising ID and the implementation of SKAN 4.
Businesses across 74 countries are increasingly adopting creator-led campaigns and advanced data analytics to offset the loss of granular tracking and maintain revenue growth.
Apple’s App Tracking Transparency (ATT) framework has negatively impacted 64% of user acquisition campaigns, leading to increased costs for 72% of marketers and complicating decision-making for 73%.
Nearly 60% of marketing professionals report facing more aggressive KPIs than in previous years, yet approximately half are currently struggling to meet these targets.
To combat data scarcity, 52% of marketers plan to increase their 2023 advertising budgets while diversifying into influencer marketing and organic social media.
Marketers are shifting strategies away from traditional tracking by reallocating budgets toward Android and prioritizing alternative, less trackable channels.
Industry professionals are currently navigating significant knowledge gaps regarding upcoming privacy changes, specifically the deprecation of Google Advertising ID and the implementation of SKAN 4.
Businesses across 74 countries are increasingly adopting creator-led campaigns and advanced data analytics to offset the loss of granular tracking and maintain revenue growth.