What Is the Best Time to Request Permission From Users for ATT: iOS

This analysis examines the optimal timing for mobile game developers to request App Tracking Transparency (ATT) permission on iOS devices. Following Apple’s 2021 privacy policy update, which significantly impacted user acquisition and data collection, developers have sought effective strategies to secure user consent. The study investigates the prevalence and timing of these permission requests among the top 200 grossing iOS games in the United States, based on data collected in January 2023.

The findings indicate that the vast majority of top-grossing games, approximately 88%, display an ATT pop-up within the first 25 minutes of gameplay. A clear industry trend favors early engagement, with 81.4% of games that utilize these pop-ups presenting them within the first 30 seconds of the initial session. Among the top 50 grossing titles, 58% display the request between six and 15 seconds into gameplay, suggesting a "golden window" for balancing user experience with the need for data tracking.

Beyond timing, the research highlights the use of supplementary tactics to improve opt-in rates. Roughly 26% of games that feature an ATT pop-up also employ a personalized pre-ATT prompt to explain the value of tracking. Furthermore, 13% of the sampled games request additional personal information, such as email addresses or phone numbers. These strategies are notably more prevalent in higher-grossing titles, with top 100 games being significantly more likely to use both pre-ATT prompts and additional data collection requests compared to those ranked 101–200. The analysis concludes that while early requests are standard, developers must carefully calibrate timing to maximize compliance without alienating new users.