The effect of iOS14+ on your conversion tracking - what you need to know There are not one but 2 new updates with iOS14 that can affect your tracking with iOS14: Intelligent Tracking Prevention (ITP) and App Tracking Transparency (ATT). In this article, we talk about how these different privacy features from Apple can affect your tracking and in which ways. App Tracking Transparency (ATT): ATT requires any application that uses cross-app tracking to show an opt-out prompt to users. It is mainly about consent and asking people if they agree to share their Identifier for Advertisers with app publishers for the purposes of measuring marketing effectiveness, enabling new marketing, and advertising to similar people, among others. ATT isn't really a new feature. Apple previously had Limit Ad Tracking (LAT) which is kind of ATT's predecessor. The reason why LAT didn't as much noise as ATT is because it was a simple setting option on iOS devices that most users weren't aware...