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ATT opt-in rates: The latest benchmarks by app category and country
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It’s been more than four years since Apple introduced its App Tracking Transparency (ATT) framework. Now, in a mobile marketing ecosystem more privacy-centric than ever, ATT opt-in data continues to be a valuable benchmark, especially as brands balance strategies around predictive analytics, SKAdNetwork (SKAN) and AdAttributionKit, and consent-optimized user experiences (UX).
First-party, opted-in data remains uniquely useful: for understanding user behavior, for precision attribution, and for building more effective onboarding and messaging flows. And the good news is that ATT opt-in rates have continued to trend upward. Improvements in prompt design, messaging, and onboarding flows are likely contributors, along with broader user familiarity with data-sharing prompts and the pros vs. cons of opting-in/out.
Let’s take a closer look at how ATT opt-in rates are evolving across industries, markets, and app categories, based on Adjust data from Q2 2025.
ATT opt-in rates by app vertical
Different categories naturally see different behaviors and opt-in levels, depending on user expectations, monetization models, and how well the ATT prompt is integrated into the experience.
As of Q2 2025, the industry-wide average opt-in (based on users shown the prompt) rate sits at 35%, up slightly from 34.5% in Q2 2024 and 34% in Q2 2023.
Education apps saw the biggest shift, rising from just 7% in 2023 to 14% in 2025, a sign that improvements in onboarding and clearer pre-permission prompts are making a measurable difference in this vertical.
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Gaming subverticals: Steady gains across genres
Gaming remains the top-performing vertical overall, but subgenre breakdowns show how user preferences vary. As of Q2 2025, sports (50%), hyper casual (43%), and action (40%) lead the pack, with board games also making a significant jump to 30%.
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Genres like hyper casual, or gaming categories with a high-turnover of users in general, tend toward higher opt-in rates, as gamers value (and understand) the benefits of personalized advertising. This is often how they discover the next game they’ll download, for example. With that in mind, opt-in rates from owned-cross promotion also tend to be even higher.
Hyper casual games & cross-promotion opt-in uplift
Network average: 43%
Owned cross-promotion: 51%
ATT opt-in rates by country
At the market level, Brazil remains one of the strongest performers with an opt-in rate of 50%, followed closely by the United Arab Emirates (49%) and Turkey (42%). Meanwhile, countries like Canada and Australia, which had lower baseline rates in previous years, are seeing meaningful gains, reaching 29% and 27%, respectively.
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What opt-in trends signal for iOS measurement
As adoption of AdAttributionKit (now encompassing SKAN) continues to develop, opted-in data remains incredibly valuable within a marketing team’s overall data-mix. The more consented, first-party, granular data available, the more accurate and reliable that predictive models and campaign optimization for aggregated data sets becomes. And while opt-in rates may be gradual, the trend remains upward in most categories.
For marketing and product teams, the implications are straightforward:
- Prompt design, timing, and user education still drive meaningful differences.
- Benchmarks are rising, especially in gaming and commerce.
- Even small improvements in opt-in rates can meaningfully increase addressable iOS audiences.
Investing in the UX of your ATT flow isn’t just about compliance, it’s a strategic lever. Stay tuned for further updates on rates or reach out to your contact person for more details.
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