IDFA is an acronym that stands for “ID (or identifier) for advertisers” and is unique to each iOS device. IDFA is the standard that Apple adopted that allows mobile advertising networks to track users and serve them targeted ads. In iOS 14, both a publisher and destination app must separately receive permission via Apple’s App Tracking Transparency framework from the user in order to read the IDFA (and other device-level identifiers specified here), making it an exclusively opt-in feature. For strategies on how to increase your user opt-in rates, reference our guide here.
Apple’s “plan B” to if and when users decline to have their IDFA read is SKAdnetwork meant to replace the IDFA. SKAdNetwork allows advertisers to track which of their advertising campaigns ultimately led to new users installing their apps or making purchases, but without disclosing much information about what specific ads a user has seen or clicked on.
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