ATT and the IDFA, explained
Apple's App Tracking Transparency (ATT) requires a permission prompt before an app can access the IDFA (the device advertising id) for cross-app tracking. Most users decline, so device-level iOS attribution largely gave way to SKAdNetwork (SKAN).
IDFA is now opt-in
Only users who tap 'Allow' expose the IDFA. That's a minority, so you can't rely on it for most iOS attribution.
What replaces it
SKAN provides aggregated, privacy-preserving conversion signals. A good MMP reconciles SKAN with server-side revenue and network claims.
FAQ
- Does Traqio use fingerprinting to get around ATT?
- No. We use SKAN (privacy-preserving) and deterministic Android attribution. No fingerprinting, no pasteboard trick.
Last updated 2026-07-04