“the place that it had the least impact on anything including conversion to paying including hard activation rate was on first launch so as soon as someone opens the app for the first time putting it straight there and just having them press and moving on from there which was shocking.”

ATT Prompt on First Launch Had the Least Impact on Conversion — Earlier Than Expected

Conventional wisdom says delay the ATT permission prompt until after users experience value, to maximize opt-in rates. Hannah's testing showed the opposite: showing the ATT prompt on first launch had the least negative impact on conversion-to-paying and hard activation of all placements tested. Users aren't making value judgments at launch — they haven't formed any yet. The earlier position also avoids interrupting a moment that actually matters.