At a Glance: Device identifiers are unique codes assigned to devices. They include advertising IDs or operating system generated IDs that help Apptrove accurately attribute user actions across clicks, impressions, and installs.
Introduction
Device identifiers are essential for attribution. They allow you to trace user journeys, connect installs to ad engagements, and measure campaign effectiveness. Depending on the device, operating system, or market, different identifiers (such as GAID, IDFA, OAID, etc.) are used to ensure accurate tracking.
In addition to standard device identifiers, Apptrove also generates a unique Install ID, which you can use to reference reports data in the dashboard.
iOS Device Identifiers
On iOS, Apple provides identifiers that balance performance measurement with user privacy.
Identifier | Description | Significance |
IDFA (Identifier for Advertisers) | A unique identifier assigned to each iOS device for advertising purposes. | Used for attribution, retargeting, and tracking ad performance. Can be reset by the user and restricted via privacy settings. |
IDFV (Identifier for Vendors) | An identifier shared across apps from the same vendor on a device. | Useful when IDFA is unavailable. Helps track user activity within apps owned by the same developer. |
Android Device Identifiers
Android offers multiple identifiers to connect user activity across apps and campaigns.
Identifier | Description | Significance |
GAID (Google Advertising ID) | A resettable identifier provided by Google for advertising purposes. | Widely used for attribution, retargeting, and campaign optimization. |
Android ID | A permanent unique identifier tied to the device. | Serves as a fallback when GAID is unavailable. |
OAID (Open Advertising ID) | An identifier promoted by the Mobile Security Alliance in China as an alternative. | Commonly used in China where GAID is not supported. Ensures compliance with regional privacy and attribution requirements. |
Amazon Device Identifiers
Amazon provides its own advertising identifier for devices in its ecosystem.
Identifier | Description | Significance |
Amazon Advertising ID | A resettable advertising identifier used on Amazon devices such as Kindle Fire and Fire TV. | Enables attribution and tracking in the Amazon ecosystem. Can be reset or limited by the user. |
Other Device Identifiers
Some identifiers are platform-agnostic and work across both iOS and Android devices.
Identifier | Description | Significance |
MAC Address | A hardware identifier assigned to the device’s network interface. | Rarely used today due to privacy restrictions. May still support internal device identification in niche cases. |
IMEI | International Mobile Equipment Identity, unique to each physical device. | Used in markets where GAID is limited or unavailable. Collected only if implemented by developers; subject to privacy restrictions |
Apptrove Install ID
Apptrove generates a unique Install ID for every installation. This value can be used within the dashboard to:
Track and reference specific installs
Analyze reporting data
Ensure consistency when device identifiers are unavailable or restricted
How Device Identifiers Work in Apptrove
Automatic Collection
When available and permitted (e.g., with user consent for IDFA), Apptrove’s SDK captures these IDs automatically for attribution.
Fallback Mechanism
If GAID is unavailable (e.g., on devices without Google Play Services), Apptrove falls back to OAID or similar identifiers.
On iOS, if the user opts out of tracking, Apptrove may use IDFV when available and appropriate.
Use in URLs & Postbacks
Identifiers are embedded in tracking URLs, such asgaid={GAID}oridfa={IDFA}, and included in attribution postbacks to ensure installs and in-app events are correctly attributed.
SDK Developer Configuration
For certain IDs (like IMEI or Android ID), developers must explicitly enable collection in the SDK configuration for them to be passed to Apptrove.
Example Implementations
Example Implementations
Android Campaign – GAID-Based Attribution
https://click.trackier.io/c/{app_id}?click_id={click_id}&gaid={GAID}&site_id={publisher_id}Uses GAID for precise attribution on Android devices with Google Play Services.
iOS Campaign – IDFA with ATT Consent
https://click.trackier.io/c/{app_id}?click_id={click_id}&idfa={IDFA}&site_id={publisher_id}Captures IDFA only if the user granted tracking permissions.
Fallback for iOS – Using IDFV
https://click.trackier.io/c/{app_id}?click_id={click_id}&idfv={IDFV}&site_id={publisher_id}Used when IDFA isn’t available or the user opted out. Particularly effective for cross-promotion or testing scenarios.
Why Valid Device IDs Matter
Accurate Attribution: Ensures installs and in-app events map to the correct source.
Privacy Compliance: Resettable or consent-based identifiers (GAID, IDFA, OAID) align with global privacy standards.
Campaign Consistency: Consistent ID usage across click, impression, and re-engagement URLs provides cleaner data and more actionable insights.
Broaden Your Knowledge
We are delighted to have assembled a world-class team of experienced professionals who are ready to take care of your queries and answer any questions you may have.
Feel free to reach out to us at any time by emailing us at support@apptrove.com or by using the in-platform chat feature. We'd love to hear from you!
