Four years since the launch of Apple’s App Tracking Transparency (ATT) framework, AppsFlyer’s latest data shows that privacy and performance are no longer opposing forces in the mobile marketing ecosystem — especially in dynamic markets like the UAE. Across industries and regions, advertisers are not only adapting but thriving in a consent-driven, privacy-first environment.
Globally, opt-in rates have steadily risen since ATT’s debut in April 2021, with almost 50% of users now consenting to tracking — up 10% since launch. The data suggests that when presented with transparency and value, users are increasingly willing to participate in data sharing.
“Our data reflects a maturing relationship between apps and their users,” said Roy Yanai, VP Product at AppsFlyer. “We’re seeing that transparency doesn’t necessarily reduce participation—it transforms it into an active choice rather than a passive default. Our research clearly shows that marketers can achieve effective attribution even in a privacy-centric environment by implementing a comprehensive measurement strategy. This includes optimizing when and how the ATT prompt is presented to users, leveraging privacy-friendly aggregated measurement frameworks, implementing SKAdNetwork effectively, and utilizing incrementality testing to identify true marketing impact. The most successful advertisers have embraced these approaches rather than seeing privacy requirements as obstacles.”
UAE: High Performance Meets High Consent
Nowhere is this privacy-performance alignment more evident than in the UAE. Between 2023 and 2024, the region saw a sharp increase in non-organic installs: +164% in Finance and +49% in Shopping — driven by recurring spikes during high-intent seasonal periods. These peaks typically occurred from September to December, ahead of Black Friday, Cyber Monday, and the Dubai Shopping Festival, and again between February and May (depending on the year), aligning with Ramadan.
Despite this surge in scale, ATT opt-in rates remained strong in Q1 2025:
- Finance: 53% (vs. 57% globally)
- Shopping: 48% (vs. 47% globally)
- Cross-category average: 53% (vs. global 49%)
This data reveals a growing responsiveness among UAE users to ATT prompts, particularly when value is clear and timing aligns with intent-driven moments. The market’s unique combination of digital maturity, trust in mobile services, and demand for personalization, is fostering a climate where privacy-conscious growth is not only possible — it’s accelerating.
“UAE users are showing that privacy and personalization can go hand in hand,” said Sarah Maina, Regional Manager, France and Middle East at AppsFlyer. “The high opt-in rates we’re seeing, especially in sectors like Finance, reflect a user base that values transparency and is willing to engage when they see clear benefits. For marketers, this is a signal to double down on thoughtful ATT strategies — especially around prompt timing, user education, and value framing. The UAE may not be a one-size-fits-all model, but it’s certainly a leading indicator of what’s possible in other fast-evolving digital economies.”
Global Trends Mirror Regional Confidence
Beyond the UAE, global data shows renewed confidence in iOS campaigns. iOS ad spend rose by 26% from 2023 to 2024 — far outpacing Android’s 10% growth — with 42% of apps increasing their iOS investments in Q1 2025 alone. Non-organic installs on iOS grew 29% year-over-year, while ATT prompt adoption by developers increased by 4% from 2023 to 2024 — now 71% higher than in 2021.
These trends confirm that performance marketing can thrive even under strict privacy regulations — provided marketers invest in the right tools and strategies.
About AppsFlyer
AppsFlyer helps brands make good choices for their business and their customers with its advanced measurement, data analytics, deep linking, engagement, fraud protection, data clean room, and privacy-preserving technologies. Built on the idea that brands can increase customer privacy while providing exceptional experiences, AppsFlyer empowers thousands of creators and technology partners to create better, more meaningful customer relationships. To learn more, visit www.appsflyer.com.
