Help your users understand why they are receiving the ad tracking prompt
iOS 14.5 brings Apple's requirement for users to select their permission to track them across apps and websites. While the industry has been preparing for this for months, users may not be aware of why they are receiving this prompt, and the benefits of opting in (allowing tracking).
We want to ensure the best experiences for both game developers and players, and have been exploring options for developers to maintain the best game experience while keeping their users more informed about their choices. Helping your users understand the reasons why they are receiving the Apple prompt will not only improve their experience, but may improve opt-in rates, satisfaction for players, and revenue for game developers.
What is a context screen?
Similar to the Apple prompt, a “context screen” is a prompt that is shown to the user prior to Apple’s prompt being shown. It provides context to the user as to why ‘allowing tracking’ can improve their gaming experience.
Sample of context screen experience with Apple prompt
What should a context screen include?
A context screen should provide a clear explanation and offer guidance for the user on why tracking is important. Below is an example of text that could be included on a context screen:
|Heading: “Please allow tracking”
Context: “To help us improve ‘Game Name’ and to provide you with a better ads experience, we need your consent. Please tap ALLOW on the next screen”.
One CTA to advance to Apple Prompt: “NEXT”
What a context screen should NOT include?
Apple has provided some guidance on their User Privacy and Data use page that any explanations on permission to track must respect the user’s permission setting and not attempt to manipulate, trick, or force people to consent to unnecessary data access. On a context screen, a few elements to stay away from are:
- Multiple CTA options. Specifically the option to ‘decide later’ should not be included. The ATT prompt needs to be triggered early in the game, and the option should not be prolonged.
- Too much text. Keep it short and to the point to encourage users to read the message.
- Incentives. Users should opt-in based on their own decision without any tangible incentive, such as extra lives or sweepstakes entry.
- Replicating the ATT prompt. Apple’s documentation says not to add custom prompts that replicate the standard ATT alert’s behavior or appearance
What can I expect by using a context screen?
While opt-in rates can’t be predicted, Unity found that a developer saw a 24% increase in their opt-in rate by having a well designed context screen immediately preceding the Apple prompt.
Does Unity offer a context screen for publishers to use?
As of April 29 2021, Unity includes a pre-fabricated context screen in the Unity iOS Support package. You can find the support package in the Unity Editor Package Manager. For more information, see the Knowledge Base.
- View insights and findings into how pre-prompts have performed
- View more resources in our iOS 14.5 Resource Center for help preparing for the changes
- For more information on implementing the ATT prompt, see Apple’s documentation