Attribution privacy models

On devices running iOS 14.5+, users need to consent to allow tracking across apps and websites. If a user does not consent to tracking, deterministic attribution using the device IDFA is not possible.

Attribution privacy models let you control how you handle user data with third parties.

Attribution privacy models do not impact the availability of SKAdNetwork information. If you are running SKAdNetwork campaigns, these continue to work as expected. You can leverage both SKAdNetwork insights and Adjust data for campaign analysis.

Adjust's models

A graphic depicting mobile device users and Adjust's attribution privacy models.

Probabilistic Attribution

Probabilistic Attribution ensures minimal disruption to your attribution. All channels that share engagement data with Adjust are attributed and receive raw data callbacks for optimization.

You can see all aggregated data in your Adjust dashboard. You will also receive raw data callbacks or CSV uploads for your users. Check the Apple Privacy Policy to ensure compliance.

Extended Privacy Measurement

Extended Privacy Measurement ensures the highest privacy threshold for all measurement and analysis performed.

As a first party, you can see aggregated attributions per channel in the Adjust dashboard. You can also receive raw data callbacks for your users.

Data availability with Extended Privacy Measurement

Extended Privacy Measurement introduces stricter controls over sharing user data. This means that some information and features are not available when you use this model. The table below shows what is and is not available when you use Extended Privacy Measurement.

For iOS 14.5+ devices where the ATT status is "Not Determined", "Restricted", or "Denied"
✔ Supports Click & Impression partner callbacks✘ Does not support deferred deep linking.

✘ Does not send requests to self-attributing networks (SANs)  

✘ Does not support any other type of callbacks to partners; for example: Install, Session, Event, etc.