What if I can't send a device identifier?

You may be unable to send an identifier for a reason out of your control. For example, because the user has limited ad tracking (LAT) or uses iOS 14 and did not give ATT consent.

Not sending an advertising ID/device identifier can result in:

  • Postback issues: The media source receives the postback but without a device identifier. Therefore, the media source can't associate it with a user.
  • Audience segmentation and rule failure: Audience rulesets require identifiers. The recommended practice is to send a device ID or customer user ID for according to the ID type your ruleset uses for every S2S event. However, if AppsFlyer identifiers have been sent via other means (SDK or a past S2S event), new in-app events are matched to the correct users even if no identifiers are sent with the events.