Of course, there’s also the possibility that more users are opting-in to tracking than the industry previously expected.

Many of the larger game publishers could also be using the IDFV to run cross-promotional campaigns on iOS. What could be the reason behind the lack of change in app performance? Some explanations include game apps’ increased investment in user acquisition to overcompensate for any potential losses in revenue or installs. However, in contrast to non-game apps, there has also been no change to game app downloads. Namely, Apple’s ATT has had no clear effect on game monetization, with in app revenue across game categories remaining steady despite increased iOS 14.5 adoption. In the mobile gaming category, there are similar trends in response to Apple’s IDFA changes. We’ll keep monitoring performance and give an update in the months to come. That being said, if the downturn in downloads continues, revenue should follow suit. However, as the graph below illustrates, it has coincided with a dip in app downloads. This has not coincided with a significant loss to in-app revenue. This comes in the wake of expectations that Apple’s ATT would cause a significant decline in app performance due to less effective ad targeting.Īs of June 27, iOS 14.5 adoption reached 75%. In-app revenue of the top 50 grossing apps has remained steady as iOS 14.5 adoption increased throughout the summer. It seems that Apple’s IDFA changes have had less of an effect on app revenue than previously expected. iOS 14.5 Has Limited Effect on App Revenue in the US

This month we’re reviewing July 2021 trends, including the limited effect iOS 14.5 has had on app revenue in the US and the rise of parking and event ticketing apps. Every month we round up the key insights on app trends from the previous month to help you better market your app.

Welcome to another installment of our Pulse on Current App Trends report.

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