“Opt-in rates itself it can be anywhere from somewhere below 10% to 50 to 60% depending on app we have seen really high acceptance rates on certain apps. We would still recommend prompting and ultimately it's another data point that you are able to capture and possibly reuse for re-engagement.”

ATT Opt-In Rates Range from 10% to 60% — Prompting Is Still Worth It

ATT opt-in rates vary wildly — below 10% for some apps, above 60% for others — but Shane's universal recommendation is to prompt regardless. Even a 15% opt-in gives you a deterministic audience to measure against and, importantly, a first-party signal you can pass back to ad networks for re-engagement campaigns later. The users who opt in are typically higher-intent, making the sample more actionable than its size suggests.