iOS 14.5 : What we learned one month after its launch

Published on 28 May 2021 | Categorized in

Addict Mobile summarizes for you the important things to know about iOS 14.5 a month after its launch.


iOS 14.5 Adoption Rate:


– The evolution of the adoption rate is slower than expected.


– One month later, the adoption rate is 20% in France, 18% in US/UK and 26% in Germany.


– The impact is currently quite low on campaigns but is starting to be more visible.


– With the release of iOS 14.6 on May 24, adoption should become more widespread because Apple has corrected the few problems that occurred at the start and will send notifications to push people to update to the newest version.



iOS 14.5 Opt-in percentage :


– You have to pay attention to the different rates given and the calculation methodology.


– About 25% of users who see the pop-ups accept them.


– We should expect about 10-15% of available IDFA at best (Facebook has announced that on some of these tests they manage to have 50% opt-in).


– The rate of available IDFA is lower than the opt-in rate because it requires the user to give consent on the source app and on the advertiser’s app.



Pre-prompt or pop-up message library

Here are a few websites where you can find examples of messages to put before or even after the pop-up : 

– ATT prompts

– Air Table



Post-impression is back


– Post- impression was made impossible with SKAdNetwork 2.0.


– Version 2.2 allows again to have post-print attribution.


– The big difference compared to before is that the ad will have to be visible for 3 seconds on the screen.


– So, we will have some post -impression but in lesser proportion than before.


Adapted sources


– All the sources allow to launch campaigns dedicated to SKAdNetwork.


– Most of the big sources completely support the SKAdNetwork reporting (installs + events post-installs).


– Limited campaigns/ad sets live at the same time for an iOS app:


        – Facebook: 9 campaigns and 5 ad sets per optimization (managed by the same ad account).

       – Snapchat: 10 ad sets.

       – Google: 8 campaigns

       – TikTok: 11 campaigns, maximum 1 ad set per campaign.


Privacy Threshold


– There is a threshold under which no event postback is sent to the sources.


– According to initial information, this threshold is permanently calculated on the basis of an Apple Campaign ID.


– When an install takes place, the SKAdNetwork checks if the threshold is reached or not to determine if the postback will be sent once the user has completed his last event.


– In order to be above this threshold, there must be a constant flow of installs on a campaign.


Probabilistic Model


– Some tracking tools offer probabilistic model that allow installs to be attributed based on data points at the time of print, click and install.


– So far, no app that incorporates the latest versions of these SDKs have been rejected by Apple so it seems to be in line with their rules.


– This would allow to have data with a similar level of granularity as before with iOS 14.5.


Adding LATs to the source audience databases


– Some sources that did not target LATs in the past seem to have included them in their audiences when iOS 14.5 was released.


– Depending on your tracking tool, you may not be able to attribute these users. To find out if this is the case check to see if your install rate is decreasing and at the same time the organic share is increasing.

Contact us for more information.

    Sources :  Adoption Rate   Opt-in :   Post Impression :


Article in relation

Our tips for reaching engaged users on TikTok

According to the State of Mobile report from App Annie, in 2022, TikTok was again confirmed one of biggest growing application in terms of user engagement. Here are our best practices for managing your campaigns on TikTok.     Creative tips     – Always give preference to content with an organic approach, in order to adapt to the young and engaged audience   – Ad content is less polished than on other platforms > it is recommended that quotes from real people are highlighted, by picking up the platform’s codes, such as: filters, challenges, use of text, etc.   – Renew your creatives on average every 7 days (depending on volume and allocated budget) in order to avoid these struggling and never relaunch an old creative in a group ad   – Always add music suited to the ad and opt for short creatives (13-16 seconds)   – Need inspiration for new creatives? Consult the TikTok Top ads section! This is a library referencing all the current top creatives on the platform, by country, by campaign objective and by vertical     The platform     – Manage features offered by the platform, such as the Automated Creative Optimization tool […]

Publié le 14 September 2022
  • TikTok
  • Acquisition

Dating apps: What are the User Acquisition constraints?

Dating apps need acquisition to support their growth, revenue, and number of active users. Nevertheless, they are subject to constraints that are specific to this vertical.     Choosing a strategy   Before launching your campaigns, you need to think about the overall strategy for your app and your objectives:     – Gender distribution: Separate by gender and tailored content to make sure you can control the investment and, therefore, the recruitment needs for each gender.     – Objectives by gender and, therefore, adapted tracking: Make sure that the tracking on your MMP has been correctly tagged so you can track your performance in the best possible way, even if the events being tracked are different.     – Objectives by country: it is also important to analyze app awareness in each country and for each gender as this will particularly affect the types of campaigns launched and the distribution of investments.     – Investments according to seasonality: Dating apps are particularly affected by seasonality (vacations, back to school, weekends, Valentine’s Day, etc.). You need to correctly analyze the top recruitment periods for the app to know how to distribute the annual budget and not lose pockets […]

Publié le 7 September 2022
  • Facebook

Our creative best practices

A few months ago, we discussed the importance of creative in your mobile acquisition campaigns and how to find creative that works and positively impacts your performance. How do you achieve this goal? Here are our creative best practices:     Personalize the message according to the various targets     – The creatives must be tailored to each type of target audience.   – This is even more important as the arrival of iOS 14 has restricted targeting options. The creative is thus a different way of targeting.   – It is therefore crucial to understand your users’ motivations, needs and centers of interest. But also their fears, what stops them, what will make them hesitate to click.   – This reflection on users and the levers to make them move on to action must be conducted upstream in order to brief the creative teams in a relevant fashion and produce effective creatives without losing time.   – Be open to all types of tests, even the most daring, as no-one knows what may be effective and catchy.   For the Cityscoot campaign, personalization of creatives allowed for procuring a CPA => 30% above average.       For […]

Publié le 13 July 2022
  • Utilities
  • Facebook
  • Creatives

Nos bureaux

Paris / FRANCE

128 Quai de jemmapes
75010 Paris

Madrid / SPAIN

Calle Juan Ignacio Luca de Tena 1,
Planta 3
28027 Madrid

New York / USA

10 East 40TH St.,
Suite 3310 New York
NY 10016