Apple App Privacy Labels: Complete Implementation Guide

Apple's App Privacy labels (privacy nutrition labels) are mandatory for all App Store submissions. Incorrect declarations are a leading cause of rejection. This guide ensures you get them right the first time.

Understanding Privacy Labels

What Are Privacy Labels?

Privacy labels display on your App Store product page showing:

• What data your app collects
• How data is used
• Whether data is linked to user identity
• Whether data is tracked across apps

Why They Matter

• Required for App Store approval
• Users see before downloading
• Impact download decisions (45% check before installing)
• Misrepresentation can lead to removal
• Must match actual app behavior

Data Types Categories

1. Contact Info

Includes:

• Name
• Email address
• Phone number
• Physical address
• Other contact info

When to declare:

• User creates account
• Profile information
• Contact forms
• Newsletter signups

2. Health & Fitness

Includes:

• Health data
• Fitness data
• Medical records
• Step count, heart rate

Special requirements:

• Cannot use for advertising
• Explicit consent required
• Must explain usage clearly

3. Financial Info

Includes:

• Payment info
• Credit card details
• Bank account numbers
• Salary information
• Credit score

Note: Apple In-App Purchase doesn't require declaration

4. Location

Types:

• Precise: GPS coordinates
• Coarse: City-level or greater

When to declare:

• GPS tracking
• Location-based features
• IP address geolocation
• Shipping address

5. Sensitive Info

Includes:

• Racial or ethnic data
• Sexual orientation
• Pregnancy or childbirth
• Disability
• Religious beliefs
• Political opinions
• Genetic data
• Biometric data

Extra scrutiny: Must have clear, legitimate purpose

6. Contacts

Includes:

• Phone contacts
• Email contacts
• Social media contacts

When to declare:

• Invite friends feature
• Contact sync
• Social features

7. User Content

Includes:

• Emails or messages
• Photos or videos
• Audio recordings
• Documents
• Gameplay content
• Customer support data

8. Browsing History

Includes:

• Websites visited
• In-app browsing
• Search history

9. Search History

Includes:

• In-app searches
• Search queries
• Saved searches

10. Identifiers

Includes:

• User ID
• Device ID (IDFA)
• Advertising identifier
• Vendor ID (IDFV)

Critical: IDFA requires ATT permission dialog

11. Purchases

Includes:

• Purchase history
• Product interaction
• Shopping cart
• Order history

12. Usage Data

Includes:

• App interactions
• Screen views
• Feature usage
• Session duration
• Button clicks

13. Diagnostics

Includes:

• Crash data
• Performance data
• Error logs
• Debug information

14. Other Data

Catch-all for:

• Any other data types
• Uncategorized information

Data Usage Categories

1. Third-Party Advertising

Data used to display third-party ads in your app

Examples:
- AdMob banners
- Facebook Audience Network
- Unity Ads
- Any ad network integration

2. Developer's Advertising or Marketing

Data used to promote your own products

Examples:
- Email marketing campaigns
- Push notification promotions
- Cross-promotion of other apps
- Retargeting campaigns

3. Analytics

Data used to understand app usage

Examples:
- Firebase Analytics
- Mixpanel
- Amplitude
- Custom analytics

4. Product Personalization

Data used to customize user experience

Examples:
- Content recommendations
- Customized interface
- Personalized search results
- User preferences

5. App Functionality

Data necessary for app features

Examples:
- Authentication
- Core features
- Payment processing
- Customer support

6. Other Purposes

Any usage not covered above

Linked vs Not Linked

Data Linked to You

Definition: Data connected to user identity

Examples:

• Tied to user account
• Associated with email
• Connected to device ID
• Linked across sessions

Data Not Linked to You

Definition: Anonymous, aggregate data

Examples:

• Anonymous crash reports
• Aggregated analytics
• Anonymous surveys
• No persistent identifier

Best Practice

Use "Not Linked" when possible—users prefer it:

// Generate anonymous ID per session
let sessionID = UUID().uuidString
Analytics.setUserID(sessionID)

// Don't persist across sessions
// Don't connect to user account

Tracking vs Not Tracking

What is "Tracking"?

Data collected about users across apps/websites owned by other companies

Requires tracking if you:

• Use IDFA for advertising
• Share data with data brokers
• Use cross-site tracking SDKs
• Implement attribution SDKs (Facebook, Adjust)

Does NOT require if you:

• Use data only within your app
• Don't share with third parties
• Use anonymous analytics
• Only use first-party data

App Tracking Transparency (ATT)

import AppTrackingTransparency

// Must show before tracking
ATTrackingManager.requestTrackingAuthorization { status in
  switch status {
  case .authorized:
    // Can track - use IDFA
    let idfa = ASIdentifierManager.shared().advertisingIdentifier
  case .denied, .restricted, .notDetermined:
    // Cannot track - use alternatives
    useContextualAds()
  }
}

Common SDK Privacy Requirements

Firebase Analytics

Data to declare:
✓ Usage Data (Analytics)
✓ Diagnostics (App Functionality)
✓ Crash Data (App Functionality)

Linked to User: Only if using setUserID()
Tracking: No (unless using with Google Ads)

Facebook SDK

Data to declare:
✓ Identifiers (Advertising or Analytics)
✓ Usage Data (Analytics)
✓ Product Interaction (Analytics)

Linked to User: Yes
Tracking: Yes (requires ATT)

Google AdMob

Data to declare:
✓ Identifiers (Third-Party Advertising)
✓ Location (Third-Party Advertising)
✓ Usage Data (Third-Party Advertising)

Linked to User: Depends on personalization
Tracking: Yes (requires ATT for personalized ads)

Crashlytics

Data to declare:
✓ Diagnostics (App Functionality)
✓ Device ID (App Functionality)

Linked to User: No (if used anonymously)
Tracking: No

Step-by-Step Declaration

1. Audit Your App

Checklist:
□ List all SDKs and libraries
□ Review each SDK's privacy docs
□ Document data collected
□ Identify data usage purposes
□ Determine linking status
□ Check tracking requirements

2. Fill Out App Store Connect

1. Go to App Store Connect
2. Select your app
3. Navigate to App Privacy
4. Click "Get Started"
5. Answer questions truthfully
6. Review and publish

3. SDK-Specific Guidance

Most SDKs provide privacy manifests:

• Check SDK documentation
• Look for "Privacy Manifest" files
• Review SDK privacy policies
• Contact support if unclear

Special Cases

Optional Features

If data collection is optional:

• Still must declare it
• Mention it's optional in notes
• Users can opt-out

Beta Testing Data

TestFlight data collection:

• Must be declared if in production
• Beta-only data doesn't need declaration
• Remove beta SDKs before submission

Data Collected by Server

Backend data collection:

• Must be declared
• Includes API analytics
• Server logs with user data
• Cloud storage

Privacy Label Impact on Downloads

User Preferences

Data from Apple research:

• 45% check privacy labels before installing
• 70% prefer "Not Linked" data
• 80% avoid apps that track
• Minimal declarations increase trust

Optimization Strategy

• Collect only necessary data
• Use anonymous analytics when possible
• Clearly explain data usage
• Provide opt-out options
• Update privacy policy to match

Common Mistakes

Declaration Errors

• ❌ Forgetting SDK data collection
• ❌ Incorrectly marking as "Not Linked"
• ❌ Missing tracking declaration
• ❌ Incomplete data type listing
• ❌ Wrong usage category

Implementation Errors

• ❌ Collecting more data than declared
• ❌ Using IDFA without ATT prompt
• ❌ Sharing data without disclosure
• ❌ Tracking without permission

Rejection and Appeals

Common Rejection Reasons

• Privacy labels don't match actual behavior
• Tracking without ATT permission
• Missing required declarations
• Incorrect linking status

How to Respond

1. Review rejection details carefully
2. Audit your app's actual behavior
3. Update declarations if incorrect
4. Or remove/modify offending code
5. Explain changes in Resolution Center
6. Resubmit

Staying Compliant

Regular Reviews

• Audit with each SDK update
• Review when adding new features
• Update declarations promptly
• Document all data practices

Team Training

• Educate developers on privacy
• Review process for new SDKs
• Privacy-first development culture
• Regular compliance checks

Conclusion

Accurate privacy labels are essential for App Store approval and user trust. Take time to thoroughly audit your app, declare all data collection honestly, and maintain privacy-first practices.

Need help with other App Store requirements? Our support URL generator creates compliant pages that meet all Apple guidelines, ensuring a smooth review process.