What happens after users opt in via the AppTrackingTransparency modal?

  • If you do not implement the modal, IDFAs will not be collected and device-level ad data will not be available.
  • If you implement the modal, any events that occur before permission is granted will not have IDFA values attached and will be attributed as organic. When the user opts in, Branch will trigger a second install event with the correct ad attribution data, and subsequent events will be correctly attributed to the ad (however, events prior to the opt-in will not be updated).

For a full walkthrough of the device-level ads analytics changes Branch is making for iOS 14.5, please read this blog post.

Additional Resources