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for Marketers

Accepted device identifiers

Adjust recognizes the following advertising and device IDs as valid forms of identification for conducting attribution when provided within the parameters below.

Advertising and device IDs are defined as follows:

Advertising ID
- Used explicitly for advertising purposes. Device users have the option to reset the ID or can refuse to share it (such as limit ad tracking settings).
- Adjust stores advertising IDs and they can be used for retargeting purposes.
Device ID
- Permanently attached to the device without users having the option to reset it or deny sharing rights.
- Adjust does not record device IDs by default, nor do we store raw device IDs; we only use them for attribution purposes.

Advertising IDs

Parameter	ID Type	Format
`fire_adid`	Raw Amazon Fire advertising ID	Lowercase, with hyphens
`gps_adid`	Raw Google advertising ID	Lowercase, with hyphens
`gps_adid_upper_md5`	Hashed Google advertising ID	Uppercase, with hyphens, MD5
`gps_adid_lower_md5`	Hashed Google advertising ID	Lowercase, with hyphens, MD5
`gps_adid_upper_sha1`	Hashed Google advertising ID	Uppercase, with hyphens, SHA1
`gps_adid_lower_sha1`	Hashed Google advertising ID	Lowercase, with hyphens, SHA1
`idfa`	Raw IDFA	Uppercase, with hyphens
`idfa_lower_md5`	Hashed IDFA	Lowercase, with hyphens, MD5 hash
`idfa_lower_sha1`	Hashed IDFA	Lowercase, with hyphens, SHA1 hash
`idfa_upper_md5`	Hashed IDFA	Uppercase, with hyphens, MD5 hash
`idfa_upper_sha1`	Hashed IDFA	Uppercase, with hyphens, SHA1 hash
`idfa_short`	Raw IDFA	Without hyphens
`oaid`*	Raw OAID	Lowercase, with hyphens
`oaid_lower_md5`*	Hashed OAID	Lowercase, with hyphens, MD5 hash
`win_adid`	Raw Windows advertising ID	Without hyphens

* Only available for Android devices and requires the OAID plugin.

Device IDs

Parameter	ID Type	Format
`android_id`*	Raw Android ID	Lowercase, without hyphens
`android_id_lower_md5`*	Hashed Android ID	Lowercase, MD5
`android_id_lower_sha1`*	Hashed Android ID	Lowercase, SHA1
`android_id_upper_md5`*	Hashed Android ID	Uppercase, MD5
`android_id_upper_sha1`*	Hashed Android ID	Uppercase, SHA1
`idfv`**	Raw IDFV	Uppercase, with hyphens
`imei`	Raw IMEI	Without hyphens
`imei_lower_md5`	Hashed IMEI	Lowercase, without hyphens
`meid`	Raw MEID	Uppercase, without hyphens
`win_naid`	Raw Windows network adapter ID	Lowercase, with hyphens
`win_hwid`	Raw Windows Store hardware ID	Without hyphens

*Adjust only uses the Android ID for attribution when either the gps_adid or the oaid are unavailable.
**The IDFV should be used when running cross-promotional campaigns (e.g., via email) targeting users with LAT enabled. The IDFV provides more accurate attribution than only relying on probabilistic modeling.