AppsFlyer: Meta Makes Progress in Adapting to Apple’s App Tracking Transparency

It drove a higher scale than other media sources in the second half of 2021 but still fell below pre-ATT numbers

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Apple’s App Tracking Transparency changes to its iOS operating system continue to take their toll on Meta, but changes made by Facebook’s parent company have helped it to adapt to the new environment and rebound somewhat, according to data from the 14th edition of the Performance Index from mobile marketing analytics and attribution platform AppsFlyer.

AppsFlyer said it analyzed a total of 610 media sources, 25 billion application installs and more than 18,000 apps from July through December 2021, and its SKAN Index—covering Apple’s SKAdNetwork—included some 240 million postbacks from over 1,800 apps and 32 media sources.




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