Supporting Mobile Device Attribution

Advertisers use mobile attribution SDKs to measure and report on app installs and in-app events. In TUNE, you can support this mobile attribution process by using mobile identifier parameters and macros in your various links.

Working with Mobile Identifiers

Mobile identifiers help track which conversions come from which device. They are not required for attribution and do not authenticate conversions in TUNE. In most cases, advertisers or partners who collect device-specific advertising IDs forward mobile identifiers to you.

Once an identifier is stored in TUNE, it can be inserted as a macro in an offer URL or partner conversion link. For example, consider the following conversion link where your advertiser passes you values for the device OS version and Google AID:{adv_session_id}&device_os_version={adv_device_os_version}&google_aid={adv_google_aid}

You can then forward this information to your partner in a partner conversion link like so:{aff_sub}&aff_os_version={device_os_version}&aff_google_aid={google_aid}

Identifiers in Reporting

Enterprise accounts can additionally display mobile identifiers in the conversion report. To do so, first go to Company > Customize Application > Settings > Tracking. Then set Show Mobile Tracking Parameters to “Enabled”.

Now you can select mobile identifiers to appear as additional columns in your conversion report. These identifiers are grouped in the Mobile Data section:

Identifiers & Privacy

In the European Union, United Kingdom, and Switzerland, device IDs are treated as personal data. To aid your efforts in regulation compliance, you can opt in at the account level to real-time replacement of such data points with an empty string.

Important: We recommend consulting your advertisers before enabling this setting. When enabled, macros you use for device identifiers are replaced with empty strings and can affect your advertisers’ conversion validation.

To opt-in, first go to Company > Customize Application > Settings > Application. Then set Unique Device Identifier Blanking to “Enabled”.

Device ID blanking uses an empty string to replace any incoming values from these parameters:

  • device_id
  • device_id_md5
  • device_id_sha1
  • android_id
  • android_id_md5
  • android_id_sha1
  • mac_address
  • mac_address_md5
  • mac_address_sha1
  • ios_ifa
  • ios_ifa_md5
  • ios_ifa_sha1
  • ios_ifv
  • google_aid
  • google_aid_md5
  • google_aid_sha1
  • windows_aid
  • windows_aid_md5
  • windows_aid_sha1
  • user_id
  • odin
  • unid

Supported Mobile Identifiers

Mobile identifiers work just like any other parameters and macros in TUNE. You can request identifiers using parameters in a tracking link or conversion link, and you can insert stored identifiers using the corresponding macros in an offer URL or partner conversion link.

Mobile Tracking Parameters

TUNE can store the following mobile tracking parameters from your advertisers and partners:

Parameter Description
google_aid Google Android advertising identifier used for apps in the Google Play store
google_aid_sha1 SHA1 hash of the Google Android advertising ID
ios_ifa Apple iOS advertising identifier (iOS 6+)
ios_ifa_sha1 SHA1 hash of iOS device’s IFA ID
ios_ifv Apple iOS vendor identifier (iOS 6+)
unid Catch-all for unknown mobile device identifiers
user_id Application-specific user ID (generated by app developer)
windows_aid Windows device advertising identifier
windows_aid_sha1 SHA1 hash of the Windows device advertising ID

Mobile Tracking Macros

TUNE mobile tracking macros are identical to the mobile tracking parameters above, but enclosed in curly brackets. As an example, the {google_aid} macro corresponds to the google_aid parameter.

Additionally, you can use the following macros for values collected by TUNE from the user agent string:

Macro Description
{device_brand} Brand name of user’s device from user agent string (example: Apple)
{device_model} Model name of user’s device from user agent string (example: iPhone)
{device_os} OS name of user’s device from user agent string (example: iOS)
{device_os_version} OS version of user’s device from user agent string (example: 4.3.2)

Legacy Identifiers

Over time, device manufacturers have introduced a variety of mobile identifiers. Due to the accuracy of attribution and privacy concerns, some identifiers have had their support reduced or removed entirely.

In general, we do not recommend using the following legacy identifiers:

  • google_aid_md5
  • ios_ifa_md5
  • windows_aid_md5