Identifier for Vendors (IDFV)

How IDFV works

The IDFV provides a consistent way to recognize a user across multiple apps from the same developer account:

• The IDFV remains the same for all apps from the same vendor installed on a device.

• It resets only when all of the vendor’s apps are removed from the device.

• Unlike the IDFA, it cannot be used to track users across apps from different developers, making it a tool strictly for first-party analytics.

For developers, this makes the IDFV ideal for measuring engagement and user behavior within their own app ecosystem, without relying on external identifiers or tracking across competitors’ apps.

IDFV and privacy considerations

IDFV does not require user consent under the App Tracking Transparency framework, as it is not intended for cross-app or cross-company tracking. For advertisers and product teams, IDFV is commonly used for internal analytics, user behavior analysis, fraud prevention, and attribution within a single developer’s app portfolio, while remaining aligned with Apple’s privacy standards.

Common use cases for IDFV

• Measuring user behavior across multiple apps from the same developer
  Track retention, engagement, and conversion within the app portfolio without relying on third-party identifiers.

• Supporting internal attribution and funnel analysis
  Understand how users interact with different apps from the same vendor, enabling better product optimization.

• Enabling personalization within a vendor’s app ecosystem
  Use the identifier to tailor content, recommendations, and in-app experiences for users who engage with multiple apps.

• Assisting with fraud detection and account integrity checks
  Identify suspicious patterns or duplicate accounts across the developer’s apps while protecting user privacy.