As a Google Partner, Panalysis wants to ensure our clients prepare for Apple’s impending iOS14 App Tracking Transparency (ATT) policy updates.

It is important for developers and advertisers to understand the implications of the ATT policy, how to ready themselves for the changes and how Google is complying with the amendments.


Changes and Implications


Developers will need to request permission when using certain information from other companies’ apps and websites for advertising purposes. This applies even if previous consent has been granted by users.

Developers are likely to notice an impact on Google ad revenue as a result of reduced visibility into performance metrics and measurement, including conversion modelling.

Google will be updating Google Mobile Ads SDKs for iOS (for AdMob or Ad Manager) to aid iOS monetization.


There will be a reduction in visibility into key metrics that show how ads drive conversions. This will affect how advertisers’ value and bid on ad impressions.

Advertisers will likely experience fluctuations in delivery and performance for iOS-run ad campaigns

Google will assist by using modelled conversions on more iOS 14 traffic and have launched new solutions such as Google Analytics for Firebase integration with Apple’s SKAdNetwork for iOS campaign attribution.


A selection of Google iOS apps use information (such as Apple’s IDFA identifier) and will require ATT, once updated. This information will no longer be used thus will not show the prompt in the apps.

Google has committed to providing transparency, choice and control when further investing in privacy technology in order to maintain an open-app ecosystem.


The Panalysis team will release more information about the ATT Policy as it is received. In the meantime, feel free to contact us to discuss the Policy, changes and implications for your business.