If you’re an affiliate marketer, you know the satisfaction of seeing a commission hit your account after someone follows your link. And you also know the frustration when expected payments vanish into thin air. Lately, this classic whiplash has only gotten worse—thanks to Apple’s App Tracking Transparency framework. It’s supposed to shield user privacy. Yet instead, it’s become a stubborn blur that’s muddling affiliate measurement across iOS apps.
Awin Stepping Up
In a move that feels half urgent plea and half frustrated shout, Awin—a heavyweight in the affiliate network world—has publicly urged Apple to clear the fog. They’re not picking a fight. Nor are they denying Apple’s good-faith aim to keep our data safe. But Awin points out something obvious to publishers and content creators: you can’t reward outcomes if you can’t measure them. And right now, whether an in-app referral can count when a user opts out of tracking is anyone’s guess.
The Ambiguity at Play
Unlike massive ad platforms that stitch together endless bits of user behavior, affiliate networks operate more humbly. We simply tag and tally a sale or a lead, with no cross-site retargeting or secret profiles. So when Apple uses ATT as a blunt instrument—blocking almost all measurement for the nearly 60% of users who decline tracking—things get messy. Retailers, fearing App Store penalties, often disable affiliate links altogether. Or they shadow-ban them with incomplete signals.
Real-World Fallout
This regulatory void isn’t just theoretical. It’s punishing publishers and annoying users who expect perks like cashback or bonus content when they buy. There are two main problems:
- Misattribution: If tracking is off, the network doesn’t know you made the sale.
- Underpayment: Sometimes sales register, but without proper verification data, so payouts get slashed.
Feels like a never-ending loop, doesn’t it?
Both scenarios erode trust. And when commissions slip, publishers scramble. Nobody wins.
Here’s what Awin wants Apple to do:
- Treat affiliate measurement differently from invasive ad tracking.
- Assure app owners they won’t be penalized for using compliant attribution.
- Provide clear, actionable rules so that Mobile Measurement Partners’ privacy-first tools can step in.
With straightforward guidance, the affiliate channel could keep thriving—while still keeping user privacy front and center.
Where Do We Go From Here?
We need Apple’s official word. Otherwise, dominant ad platforms might gobble up credit for sales that belong to smaller publishers. And that was never ATT’s intent, right?
Have thoughts? Got a story about missing affiliate commissions or a clever workaround? Leave a comment below, share your experience, or follow us on Facebook, Twitter, on Pinterest for more insights and tips.
Before you go, you should know ChatGPT is changing affiliate marketing—here’s what you need to know.
Also, check these affiliate programs that actually work on Facebook. And if your niche is fashion or beauty focused, consider the Sephora affiliate program.
Sources:
- www.awin.com/gb/news-and-events/awin-thoughts/att-apple-awin-statement
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