Mobile Marketing Masterclass


Device ID Tracking

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What is Device ID Tracking?

Device ID tracking is one form of attribution tracking that identifies a user device like a smartphone or tablet based on an identifier. This identifier is a unique string of letters and numbers. So each identifier is connected to only one device.

Which device IDs exist?

On iOS, the latest device ID for advertising is called IDFA. Its pendant for Android devices is the GAID.

Besides, several other device identifiers were used in the ad industry, but they are no longer relevant:

  • Unique Device Identifier (UDID): an outdated identifier for iOS devices
  • Android ID: an outdated identifier for Android devices
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