← GlossaryPaid media
ATT
Also known as · App Tracking Transparency
Apple's 2021 iOS requirement that apps request explicit permission to track users across other apps and websites.App Tracking Transparency (ATT) is Apple's iOS framework requiring apps to request explicit user permission to access the IDFA tracking identifier. Opt-in rates are 25-35% across most apps in 2026. The downstream effect is degraded paid-social attribution and the rise of MMM-style measurement for iOS-heavy categories.
Related terms
Other paid media terms.
ROAS
Revenue divided by ad spend for a given period or campaign.
CPC
Average paid amount per click in a campaign or ad set.
CPM
Cost per 1,000 ad impressions delivered.
CTR
Clicks divided by impressions, expressed as a percentage.
LSA
Google's pay-per-lead format for local service businesses, showing above standard search results.
CAPI
Server-side conversion event sending that bypasses browser-side tracking limits.
Let's get started
Stop guessing. Start compounding.
Tell us what's broken. We'll come back inside 24 hours with a plan — not a pitch deck.