Glossary | I | Identifier for Advertisers (IDFA)

What is IDFA (Identifier for Advertisers)?

Apple’s Identifier for Advertisers (IDFA) is the unique identifier given by Apple to each device. The IDFA is being used for mobile attribution, i.e. tracking the user journey, its purpose is to measure user interactions with ad campaigns and track events. This enables marketers to understand what triggers actions from users, which informs them how to customize and optimize campaigns.

IDFV and the IDFA: The Identifier for Advertisers (IDFA) is a random device identifier assigned by Apple to a user’s device. This identifier is used by advertisers to track data and deliver customized advertising. It is assigned at the device level and can be reset by users.  The Identifier for Vendor (IDFV) is a designator assigned to all apps by one vendor. It does not persist once all apps from that vendor are uninstalled.

Apple has implemented changes to the usage of the IDFA and introduced Identifier for Vendor (IDFV) – to learn more about Apple’s App Tracking Transparency feature