Apple: users' rejection of personalized advertising does not affect the effectiveness of Apple Search Ads

On May 11, Apple held a presentation for its advertising partners, 9to5Mac reports. On it, the company said that the refusal of users to transfer personal data has almost no effect on conversions with Apple Search Ads.

Recall that Apple Search Ads is a tool with which publishers of mobile games and applications can display them in the top search results on Apple devices.

Now, according to the company, 78% of App Store search traffic comes from devices whose users have disabled personalized advertising that collects their personal data for advertisers.

In fact, this means that 78% of users have abandoned it. But Apple assures that this did not affect the conversion with Apple Search Ads. According to the data provided:

• the average conversion rate for users with personalized advertising enabled is 62.1%;
• the average conversion rate for users with disabled ads is 62.5%.

Considering that the first ones are more expensive when targeting, Apple itself assures that there is no point in launching advertising campaigns in Apple Search Ads with them in mind. The effectiveness of the promotion within the conversion will be the same.

In the presentation, the company also clarified that this data refers only to applications that were promoted directly using Apple’s own solutions, and not by third-party services.