INSIGHT
not only used on mobile, but also on all
desktop computers. This means that using
it for tracking can allow you to create one
centralised system.
There are still some problems, though.
The main one is that a MAC address is
permanent, to an extent. This means that
if you’re tracking your users’ behaviour,
you can’t reset your tracking campaign
easily to start from scratch (like you can
with a cookie).
same user. For instance, this method
allows you to track an app installation
that resulted from a user clicking an ad
somewhere on your site. This presents
a serious advantage over other methods,
but there are still some problems that need
solving. Mainly, device fingerprinting can
generate a lot of duplicates when run over a
long period of time.
UDID
Unique Device Identifier (UDID) was a
product of Apple and the main way for app
creators to track their apps’ performance
and overall results. However, Apple has
decided to deprecate UDID and has gone
as far as banning all apps from the App
Store that use UDID for anything, which
ultimately renders UDID irrelevant.
MAC address
MAC (Media Access Control) address is a
unique identifier that all hardware devices
that access the web have. After the demise
of UDID, many developers have started
using it to identify individual users. The
power of MAC addresses is that they are
to do some further researching:
●●
OpenUDID
●●
Open
Device ID Number (ODIN)
Mobile Ads
●●
Apple IFA and IFV
●●
Audio Fingerprint
●●
TRUSTe
Android referrer
Android referrer is one of the standard
tracking methods for Android apps that are
distributed through Google Play. The main
mechanism works by allowing advertisers
to pass tracking info to Google Play, which
then returns it after the app download.
This creates a closed loop that you can use
to determine whether or not the users are
installing your app after clicking an ad.
There are also other tracking
mechanisms that exist in the mobile
space. Each of them comes with different
advantages and disadvantages. Here’s a
short list of those mechanisms if you want
Michaela
McNamara is Editor at
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