What is Limit Ad Tracking (LAT)?

In today’s world, it is no secret that our every online move is being tracked. Businesses collect data on our likes, dislikes, and location to provide target ads.

To increase their revenue by reaching potential users through targeted advertisements.

But, not every user would be comfortable with this level of tracking of user actions made on an app. One of the solutions that every mobile app user should be aware of is Limit Ad Tracking (LAT).

To resolve these concerns, iOS users have the option to enable “Limit Ad Tracking” (LAT) on their devices.

What is Limit Ad Tracking

Limit Ad Tracking or LAT, is a privacy feature that is available on most of the devices. It allows users to restrict advertisers from tracking their online activities. In simple terms, a setting where users restrict the data that gets shared with third parties.

When users activate LAT on their devices, advertisers cannot track their user actions. This means they won’t receive targeted ads based on the user’s browsing history. 

LAT is a feature that is available on both iOS and Android devices, and it works in a similar way on both platforms.

When LAT gets enabled on a device, it sends a “Do Not Track” signal to advertisers. It tells them not to track the user’s online activities for advertisers.

Why is Limit Ad Tracking important?

Limit Ad Tracking is crucial for users as it ensures to give them more control over their privacy and data. By enabling LAT, users can limit the amount of data that collect and use it for ad purposes. This can help to protect the personal information of the user.

Besides, enabling LAT can help to reduce the count of target ads that users can see. While targeted ads can be useful for some users, others may find them intrusive or irrelevant.

Users can have a more streamlined mobile experience by reducing the number of target ads. LAT can also help to improve the overall security of users’ mobile devices. As users can reduce the risk of their personal data being stolen or misused for malicious actions.

Finally, LAT promotes transparency and trust between users and advertisers. By giving the option, it shows that advertisers are willing to respect users’ privacy and data. This can build trust and for creating a better relationship between the two parties.

Why do users activate LAT?

One of the reasons why users choose to activate LAT is to reduce the number of irrelevant ads that they see.

Limit Ad Tracking limits the amount of data that advertisers can collect about users. When advertisers cannot track a user’s behavior, they are less likely to show them target ads. This would be challenging for them to deliver targeted ads that are relevant to the user. 

Enable limit ad tracking (LAT) isn’t always based on the quality of ads, but rather to protect one’s privacy.

Some users want more control over the data that is being collected and gets shared. So,  LAT provides them with that option for advertisers. 

But, it is important to note that LAT does not completely block all advertising. Users will still see ads when they use apps and browse the web, but they will not be as targeted or personalized.

The ads that get displayed based on various factors, such as the user’s location or the type of app they are using.

Is there Limit Ad Tracking(LAT) for Android? 

Yes, there is a Limit Ad Tracking (LAT) feature available on Android devices. LAT is a feature in Android that allows users to limit the tracking of their device’s advertising ID. This can be useful for users who concern more about their privacy.

This can also be useful for users who do not want to get tracked for targeted advertising purposes.

To enable LAT on an Android device, go to the Settings app and then select Google then tap on Ads.

From there, you can toggle on the option for Opt out of Ads Personalization to limit ad tracking on the device. Keep in mind that while LAT may limit ad tracking for personalized ads, it may not prevent all forms of tracking.

What are the differences between LAT and ATT?

LAT and ATT are both privacy features that limit tracking on mobile devices. But they both operate in different ways and serve on different platforms.

1. LAT

LAT stands for Limit Ad Tracking, when it was enabled, their advertising ID limits the use of targeted ads. This means that advertisers cannot track their online history to deliver personalized ads. 

This means that while the user may still see ads, those ads are random irrelevant ads. LAT does not affect other forms of tracking on the device, such as tracking for analytics. 

2. ATT

ATT stands for App Tracking Transparency and is a feature that is exclusive to iOS devices. When ATT was enabled, apps seek the user’s permission before tracking their data.

This type of tracking is often used for targeted advertising. With ATT, the user can choose to allow or block this type of tracking on an app-by-app basis.

If a user chooses to block, the app will not be able to access the device’s advertising ID or other tracking data.

The key difference between LAT and ATT is that LAT limits the use of the device’s advertising ID. While ATT requires apps to ask for permission before tracking their data across apps. We can enable or disable LAT globally, while ATT requires the user to grant or deny permission on a per-app basis.

What are the benefits of Limit Ad tracking? 

1. Enhances control

LAT gives users more control over their data and how it is being used. By limiting the use of their advertising ID for personalized advertising.

Users can control the types of ads they see and limit the amount of data that is been shared with advertisers. This can help to protect the privacy of advertisers to use for targeted ads to users. 

2. Better user experience

Some users find targeted ads to be intrusive or annoying. By limiting the use of their advertising ID on their devices.

Users may see fewer ads that are irrelevant to their interests or that they find intrusive. This can help to improve the performance of their app for a better user experience.

3. Improves security

Enabling LAT can also help to reduce the risk of security breaches and data leaks. It means that the device’s advertising ID is no longer needed for targeted ad purposes. Advertisers can less likely to track the user’s actions which limits data collection.

By limiting the data, users can reduce the risk of their sensitive data being compromised.


Ques 1: How do I fix limit ad tracking?

Ans. To fix limit ad tracking first of all you need to reset your Advertising ID. Go to Settings > Google > Ads, click on the Reset Advertising ID option > and click Ok when the screen appears.

Ques 2: What is lat in Apple search ads?  

Ans. LAT is a setting that allows Apple users to limit the amount of data shared with advertisers in search ads. 

Que 3: Should I turn off ad tracking?

Ans. No, turning off ad tracking is an optional feature for the users. Turning off ad tracking can protect your privacy online, but it may also affect the relevance of ads you see.

Ques 4: Why are ads tracking me?

Ans. Ads are tracking you to gather data about your browsing habits to serve you more targeted ads.

Ques 5: How do I turn off limit ad tracking in iOS?

Ans. To turn off limit ad tracking in iOS, go to Settings > Privacy > Advertising and toggle off Limit Ad Tracking.

Sunil Gill
Sunil Gill

A digital entrepreneur with over 9 years of experience in digital marketing. Over the years, I have developed a strong passion for app marketing and love to create engaging and informative content around it.