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Mobile Advertising IDs

For in-app traffic, AdGem uses the device's mobile advertising ID — GAID on Android, IDFA on iOS — to attribute installs back to the click. This page covers our recommendation on collecting these IDs and how to send them to AdGem, regardless of which integration you're building on.

IDDescription
gaidGoogle Advertising ID, available when using Google Play Services
idfaApple Advertising ID, available only when the user has granted App Tracking Transparency (ATT) authorization in your app

Our recommendation​

We always recommend collecting IDFA and GAID from your users in compliance with Apple's App Tracking Transparency (ATT) framework. If you aren't collecting these today, we recommend implementing ATT-compliant collection — it improves both AdGem's performance on your inventory and your app's own attribution and monetization performance more broadly.

Where your app has a user's advertising ID, sending it to AdGem is required, not optional.

Don't gate access behind ATT opt-in

We do not recommend requiring users to opt in to ATT tracking in order to access the Arcade or rewarded offers generally. Gating access behind ATT consent risks non-compliance with Apple's App Store guidelines.

Deterministic attribution​

Why the advertising ID matters

The advertising ID is what lets an install be matched back to the click deterministically. When idfa/gaid is present on the click and the user has allowed tracking (ATT on iOS) in both your app and the advertised app, the advertiser's measurement partner (Adjust, AppsFlyer, etc.) matches the install to the click by device ID — the most reliable attribution there is. Without it, matching falls back to fingerprint matching and, on iOS, SKAdNetwork, which are far less reliable and frequently miss single installs.

The advertising ID can only be read by native app code — a browser or WebView cannot read it. Read the IDFA/GAID in your native app (on iOS, after obtaining ATT consent), then send it to AdGem using the method for your integration type below. AdGem passes the ID to the advertiser's measurement partner on the click, provided the advertiser's tracking template includes the corresponding macro.

How to send it, by integration type​

The advertising ID always ends up on the same place — the click — but how you attach it differs depending on which integration you're building on.

Arcade integrations (Web Offerwall & SDKs)​

For the Web Offerwall, append gaid/idfa as query parameters on the integration URL before loading it. See Web Offerwall → Mobile Advertising IDs for the exact parameters.

If you use the iOS SDK or Android SDK, this is collected and forwarded for you automatically — no extra work required, beyond obtaining ATT authorization on iOS.

API integrations (Offer API & Prism)​

For the Offer API and Prism, each offer is returned with its own click_url. Append idfa/gaid to that URL before firing it — the ID isn't a request parameter you send when fetching offers. See Offer API → Attribution and Prism → Attribution for exact examples.