What is the Identifier for Advertisers?

The IDFA is a string of 32 digits that consists of numbers and uppercase letters. It is used to track and identify iOS devices such as iPhones, iPods, or iPads.

IDFAs are created randomly by Apple. Users can reset their devices’ IDFA, and they can also disable it to prevent tracking of their devices. Nevertheless, IDFAs are unique, so each IDFA identifies exactly one unique device.

The IDFA’s counterpart for Android devices is the GAID.

Why are IDFAs important?

As IDFAs are unique, they allow tracking users devices reliably. This fact makes IDFA tracking the most precise method for tracking user acquisition campaigns. Thus, this method is used by all major attribution tracking providers.