Aggregated Advanced Privacy framework

At a glance: Starting with the general availability of iOS 14.5+ and ATT enforcement by Apple, advertisers use the AppsFlyer Advanced Privacy (AAP) framework to control the availability of user-level attribution data from the platform.

Aggregated Advanced Privacy framework

The AppsFlyer Aggregated Advanced Privacy (AAP) framework prevents tracking across apps and websites owned by different companies and the ability to uniquely identify a user or device. AAP utilizes the Apple SKAdNetwork privacy levels as a minimum benchmark for its privacy-preserving thresholds.

The framework provides advertisers the ability to control the availability of user-level attribution data via the AppsFlyer platform.

Starting with iOS 14.5 general availability and ATT enforcement by Apple, if AAP is on, user-level attribution data for non-consenting users running iOS 14.5+ will not be availableneither to advertisers nor to partners. 

AAP has no impact on the availability of aggregated attribution data to advertisers and partners.

Delivery of user-level attribution data in the platform

User-level attribution data in AppsFlyer is available using the raw data delivery tools listed below. Consider that if AAP is on, data provided by these tools is affected and some fields not available:  

    • Data Locker
    • Raw data Pull API
    • Push API
    • Dashboard export page
    • Postbacks to networks
    • Get conversion data (GCD) API in the context of the client-side user-level data API

 Note about GCD

If you implement deferred deep linking in paid media, use the most recent deferred deep linking API. GCD can't be used in the context of non-consenting users. In the case of owned media, deferred deep linking for owned media is supported via GCD and the most recent deferred deep linking API. 

Data availability principles in Aggregated Advanced Privacy

When AAP applies to a given user's data, data availability depends on that user's ATT status and the media source bringing the user. 

Definitions:

  • User-level attribution data: Data records containing device-level identifiers tied to attribution at the user level
  • Limited attribution data for advertisers:

    • Available: Device-level identifiers

    • Unavailable: Attribution data received via publisher attribution link (for example, media source and campaign). List of fields unavailable to advertisers AKA restricted media source.

  • Limited attribution data for partners:

    • Available: Aggregated campaign details

    • Unavailable: User-level data that can help identify the user AppsFlyer ID, Custom data, Customer user ID (CUID), Click ID, IDFA, IDFV, IMEI, User-agent, and IP address. 

The terms defined are used in the figure and sections that follow to describe the data available to advertisers and partners.

Advanced_Privacy_Framework_-_Advertisers__2_.png

Paid media

Paid media includes mobile ad networks with integrations in the AppsFlyer platform with whom advertisers run campaigns. 

Media type

ATT status

Data available to:

Publisher app

Advertiser app

Advertiser

Ad network

App

Authorized

Authorized

User-level attribution data

User-level attribution data

Not authorized

Authorized

Limited attribution data for advertisers 

Limited attribution data for partners

Authorized

Not authorized

Limited attribution data for advertisers 

Limited attribution data for partners

Not authorized

Not authorized

Limited attribution data for advertisers 

Limited attribution data for partners


Web

N/A

Authorized

User-level attribution data

User-level attribution data

N/A

Not authorized

Limited attribution data for advertisers 

Limited attribution data for partners

Paid media data availability per ATT status

Owned media

The Apple AppTrackingTransparency framework applies only to data collected from different companies. Therefore, owned media user-level attribution data is available to advertisers irrespective of the user ATT consent status.

Owned media includes digital marketing campaigns used by advertisers to reach customers. This includes email campaigns, cross-promotions, push notifications, and so on. In AppsFlyer, campaigns using ad networks aren't regarded as owned media. 

Controlling AAP

Advertisers, utilizing a central switch, control AAP across the platform. However, if the central switch is off, advertisers can set AAP for each partner individually using the partner's Advanced Privacy setting. Note! The central switch overrides the individual partner switches. If the central switch is on, all partner switches are on and can't be modified. 

AAP central switch

The central switch that controls AAP is located on the App Settings page.

AAPcontrol.png

AAP enabled

  • Aggregated attribution is available.
  • Advanced Privacy partner switches are turned on and can't be modified. Note! They are locked in position. 
  • Availability of user-level data towards advertisers and partners is limited, as defined in the previous section.

AAP disabled

  • Aggregated attribution is available.
  • User-level attribution data is available for advertisers.
  • The Advanced Privacy setting per partner can be set individually. 

To set the Aggregated Advanced Privacy setting:

  1. In AppsFlyer, go to Settings > App Settings.
  2. Turn Aggregated Advanced Privacy on or off as required.
  3. Click Save

Partner Advanced Privacy switch

If AAP is disabled, advertisers can set the Advanced Privacy setting for each ad network individually.

APControl.png

To turn off a partner's Advanced Privacy:

  1. Verify that the central switch for AAP is off, in the App Settings page. 
  2. Go to Configuration > Integrated Partners. Select the ad network.
  3. In the Integration tab, switch off Advanced Privacy. 

Changing the AAP setting and the impact on the partner's Advanced Privacy setting

As previously stated, the AAP setting overrides the Advanced Privacy setting at the partner level. However, if you later turn off AAP (the central switch), individual partner-level Advanced Privacy settings revert to their prior status.

AAP implications for your partners

Ad networks

Related reading: Advanced Privacy for ad networks

AAP setting

Advanced Privacy setting

Postback type to attributed partner

Unattributed postback type 

On

N/A

Depends on media type and ATT consent as described in the paid media table 

User-level attribution data provided that the user gave ATT consent in the advertiser app

Off

On

Depends on media type and ATT consent as described in the paid media table

User-level attribution data provided that the user gave ATT consent in the advertiser app

Off

Off

User-level attribution data provided

User-level attribution data limited

Postback type according to AAP and Advanced Privacy setting

Limited attribution data for partners via an Advanced Privacy postback

As listed in the paid media table, data availability to partners via postback is according to user ATT consent. Data is shared with the partner via a postbacks as follows: 

  • limited attribution data: Is via a postback type called an Advanced Privacy postback (AP). This relates to both installs and in-app events. Note! If the partner doesn't define their AP postback format, AppsFlyer can't send them limited attribution data postbacks and they won't get any postbacks at all. 
  • User-level attribution data: There is no need for the partner to make any changes to their postback setting. 

Unattributed postback

Unattributed postbacks are sent to a network when the sending option is set to all media sources, including organic. 

InAppEventAll.png

Agencies 

Data availability: The impact of AAP on agencies is similar to that of advertisers. If raw data is available to the agency for a given app and AAP applies to a given user's data, the data is available according to the rules of limited attribution data for advertisers

Agency changing an ad network's Advanced Privacy setting:

  • If AAP is off, the Advanced Privacy setting of each integrated partner can be set.
  • By default, only advertisers can change the Advanced Privacy setting; however, the advertiser can explicitly give the agency permission to set the Advanced Privacy setting of ad networks enabled by the agency. 

Grant an agency permission to set Advanced Privacy

agency_advanced_privacy.png

To allow an agency to set Advanced Privacy:

  1. Go to Configuration > Integrated Partners. Select the agency.
  2. In the Permissions tab, switch on Change the Advanced Privacy setting.
  3. Click Save.
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