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Identifier for vendor (IDFV)

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Airbridge
··3 min read
CategoryAttribution & Measurement
Also known asIDFV, Vendor ID, iOS Vendor Identifier
RelatedIDFA · App Tracking Transparency · Device ID · Mobile Attribution · Analytics
AffectsFirst-party data collection and cross-app tracking within single developer ecosystems on iOS

What is Identifier for vendor (IDFV)?

Identifier for Vendor (IDFV) is a universally unique identifier assigned by Apple to iOS apps from the same developer account. IDFV enables app developers to track user behavior across their own app portfolio on a single device while maintaining user privacy. Unlike device-wide identifiers, IDFV values remain consistent only for apps published under the same Apple Developer account on one device.

How it works

IDFV operates through Apple's iOS identifier system with specific assignment rules. The identifier consists of 32 randomized alphanumeric characters separated by four dashes, creating a format like 'XXXXXXXX-XXXX-XXXX-XXXX-XXXXXXXXXXXX'. When a user installs an app, iOS automatically assigns an IDFV that remains constant for all apps from that developer on the device.

Assignment Logic

Apple assigns identical IDFV values to apps from the same developer account on one device. Different developers receive different IDFV values, even on the same device. The same developer receives different IDFV values across different devices, ensuring device-level privacy protection.

Persistence and Reset

IDFV persists until a user uninstalls all apps from that specific developer. When the last app from a developer is removed, iOS generates a new IDFV if the user later reinstalls any app from that developer. This reset mechanism provides users with natural privacy protection through app management.

Why it matters

IDFV provides privacy-compliant user tracking that helps developers optimize their app ecosystems without violating Apple's privacy frameworks. Unlike IDFA, which requires explicit user consent through App Tracking Transparency prompts, IDFV operates automatically within developer-owned app portfolios. This makes IDFV crucial for first-party data strategies, especially as iOS 14.5+ limited IDFA availability to a significantly reduced share of users of users globally. Developers use IDFV for cross-promotion campaigns, user journey analysis, and lifetime value measurement across their app portfolio, enabling more effective monetization strategies within privacy boundaries.

How to Implement IDFV Tracking

Start by integrating IDFV collection into your iOS app development workflow. Access IDFV through the UIDevice class in iOS using the 'identifierForVendor' property, which returns the current IDFV as a UUID value (UUID? type in Swift) for your developer account. Implement IDFV tracking in your analytics system to connect user sessions across your app portfolio.

Establish data collection standards for IDFV usage across all apps in your portfolio. Create unified user profiles that link IDFV data with in-app events, purchase behavior, and engagement metrics. Ensure your privacy policy clearly explains first-party data collection practices.

Combine IDFV data with other first-party signals like user accounts, email addresses, or phone numbers for more comprehensive user identification. Mobile measurement partners like Airbridge can help integrate IDFV tracking with broader attribution and analytics strategies, providing unified reporting across your entire app ecosystem while maintaining compliance with Apple's privacy requirements.

Term Relationship Description
IDFA Contrast Device-wide identifier requiring user consent, while IDFV operates within developer boundaries
App Tracking Transparency See also Apple framework that doesn't affect IDFV usage but impacts cross-app tracking
Device ID Parent Broader category of identifiers that includes IDFV as a vendor-specific variant
Mobile Attribution Solution Attribution systems that can leverage IDFV for first-party measurement
Analytics Method IDFV enables collection of first-party data within developer app ecosystems

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Related Glossary Terms

Expand your understanding with related concepts.

IDFA (Identifier for Advertising)

IDFA is a unique, anonymous identifier assigned to each iOS device for the purpose of tracking and targeting advertising.

App tracking transparency (ATT)

App Tracking Transparency (ATT) is a feature in iOS 14.5 that requires apps to obtain user permission before tracking their data across mobile apps, giving users more control over their data and increasing transparency around data collection practices.

Device ID

A device ID is a unique, anonymized combination of numbers and letters that is assigned to a specific device such as smartphones or tablets. It serves as a distinct identifier for each device, allowing it to be recognized and distinguished from all other mobile devices in the world.

Mobile attribution

Mobile attribution is the process of identifying and assigning credit to the different touchpoints that led to a mobile app conversion.

Analytics

Analytics refers to examining data to extract insights. Mobile analytics analyzes data from mobile devices to understand and improve the performance of mobile apps.

A/B Testing

A/B Testing, a cornerstone of performance marketing, is a methodical approach that compares two versions of a webpage or app to determine which one performs better.