“Limited Ad Tracking is something that’s super important that we feel not a lot of people know about. We only recommend opening up to target LAT On users in its’ own campaign if you find that targeting LAT Off users is maxed out. If you have strict performance goals or capped budgets, we highly recommend only targeting users who have the Limited Ad Tracking set to off to understand what true performance is. For any user who has Limited Ad Tracking on, advertisers are not able to attribute any MMP events to them. In general, LAT On users represents about 20% of the entire app store. Within your iOS phone settings, Apple also allows users to opt for “Limit Ad Tracking” in iOS, which literally limits ad tracking. With Apple Search Ads you can only measure downloads, so you’ll want to work with a third-party Mobile Measurement Partner (MMP) to track in-app events.
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