At a glance: Get answers to common FAQ about alternative attribution methods that don't require the device ID, the networks involved, and the implications on retargeting, view-through, use of IP address, and child-directed app limitations.
Overview
In today's privacy-conscious era, platforms and technologies are starting to limit the use of device IDs. This has prompted the industry to seek alternative strategies to ensure effective advertising in a privacy-centric environment. The AppsFlyer attribution link is used for attributing non-SRN ad networks without the use of device IDs. However, SRNs have their own attribution methods that mostly rely on the device ID.
What methods of attribution don't require the device ID?
The most common attribution methods that don’t require the device ID are:
- Install referrer matching (for Android only)
- Probabilistic modeling
- Deep linking (for retargeting only)
From all attribution methods described in the table, all methods, except for Device ID Matching, don't require the device ID.
What ad networks can be attributed without the device ID?
Non-SRN ad networks: can be attributed without the device ID when using the attribution methods mentioned in the FAQ above.
Most SRNs: require using the device ID, but there are exceptions:
| SRN | Attribution without the device ID |
|---|---|
| Advanced SRNs (such as Tiktok and Snapchat) | Based on clicks and impressions from the Advanced SRN |
| Meta ads |
|
| Google Ads |
Using the gbraid parameter for iOS devices |
| Apple Search Ads (ASA) |
Using ASA attribution |
|
Can I measure retargeting without the device ID?
Retargeting attribution can be used with the methods mentioned above.
Note: Install referrer attribution (for Android) is for re-attributions only, not for re-engagements.
Can I measure view-through without a device ID?
View-through is supported without the device ID using probabilistic modeling. Other methods, such as referrer, ASA, and deep linking, support click measurement but not view-through.
Learn more about view-through attribution.
Can deep linking be done without a device ID?
Deep linking of users from a campaign into a specific activity in your app can happen in different scenarios, depending on whether the app is already installed or not.
The lack of the device ID for attribution impacts the deep linking according to these scenarios:
-
Direct deep linking: no impact.
The deep link sends existing users directly to a specific activity in your app. As specified in the table of attribution methods, there's no use of the device ID since attribution is done using details on the deep link URL, which is directly fed into the SDK. -
Indirect deep linking: works only if attribution is successful.
The deep link sends existing users to a specific activity in your app, but the app fails to open directly. When the user opens the app again later, a re-engagement is recorded, and indirect deep linking is performed. However, this happens only if the attribution is successful (using the attribution methods described above). Therefore, if the lack of a device ID still allows attribution, deep linking will also work. -
Deferred deep linking: works only if attribution is successful.
The deep link sends new users to the app store. After the install, the app opens at a specific activity. This happens only if the attribution is successful (using the attribution methods described above). Therefore, if the lack of a device ID still allows attribution, deep linking will also work.
Is the IP address used for attribution?
IP addresses are used in a privacy-preserving manner for geo-resolving purposes (translating the IP to country, region, state, city, etc.). In the absence of the device ID, the IP address may also be used for probabilistic modeling.
What are the implications of attribution without the device ID?
Attribution is expected to be decreased when using attribution methods that don't include the device ID, such as in limitations on child-directed apps.