Adjust sends user data to Adjust GmbH. Device identifiers, IP address and install and event data leave the device and are processed on Adjust's servers to attribute installs to marketing campaigns — a third-party data transfer that App Store review, Google Play and the GDPR all require you to disclose. Generate a full privacy policy with this clause built in →
Does Adjust need a privacy policy disclosure?
Yes. Adjust is a mobile measurement and attribution SDK, owned by AppLovin. When a user installs or opens your app, the SDK sends Adjust an install or session event with device identifiers (IDFA when App Tracking Transparency consent is granted, IDFV, the Android Advertising ID and an Adjust-generated device ID called the ADID), the device IP address, device metadata (OS version, device type, SDK version) and any campaign click data. Adjust matches this against ad-network data to determine the campaign source of the install.
Because Adjust links in-app data to advertising activity across other apps and companies, this is "tracking" under Apple's App Tracking Transparency and Guideline 5.1.2, so you must present an ATT prompt before the SDK collects the IDFA. Adjust acts as your data processor for attribution data; ad networks receiving results act as independent controllers. On iOS, Adjust also reads SKAdNetwork and AdAttributionKit conversion values.
What data does Adjust collect?
| Data type | Purpose | Linked to the user? | Used for tracking? |
|---|---|---|---|
| Device identifiers (IDFA with ATT consent, IDFV, Android Advertising ID, Adjust ADID, optional external device ID) | Attribution, install matching | Yes | Yes |
| IP address | Attribution matching, coarse geo, fraud detection | Yes | Yes |
| Install, session and re-attribution events | Attribution and analytics | Yes | Yes |
| In-app events you send (including revenue and subscription events, if configured) | Campaign ROI reporting | Yes | Yes |
| Campaign / click parameters (network, campaign, creative, click IDs) | Attribution | Yes | Yes |
| Device metadata (OS version, device type, language, SDK version) | Attribution, fraud detection, compatibility | Yes | No |
| Push notification token (optional) | Audience and uninstall tracking | Yes | Yes |
The exact list depends on your configuration. Sending revenue events, enabling the external device ID, adding the push token or turning on Adjust's fraud-prevention module all expand what you must disclose. Adjust's SDK exposes data-privacy settings (consent-expiry period and a data-retention period) that further change collection.
Copy-paste privacy policy clause for Adjust
Attribution. We use Adjust, a mobile measurement service provided by
Adjust GmbH (an AppLovin company), to measure the performance of our
marketing campaigns. When you install or use our app, the Adjust SDK
collects device identifiers (including the advertising identifier where
you have granted permission), your IP address, install and in-app
events, and technical device metadata, and transmits them to Adjust.
Adjust processes this data as our processor to attribute installs to
advertising channels and to detect fraud. Advertising networks that
receive attribution results act as independent controllers for their own
measurement. This processing constitutes cross-app tracking and we
request your consent before collecting the advertising identifier.
Adjust deletes a user's data on request via the SDK's erasure function.
Learn more at https://www.adjust.com/terms/privacy-policy/.Adapt this: drop the fraud-detection phrase if you do not use it, and add revenue or subscription events if you send them. You are responsible for ensuring the wording matches your build; this text is a starting point, not legal advice.
App Store "App Privacy" label answers
For a standard Adjust integration, declare in App Store Connect:
- Identifiers > Device ID — purpose "Third-Party Advertising" or "Analytics", Linked to the user: Yes, Used to Track You: Yes.
- Identifiers > User ID — only if you set an external device ID. Linked: Yes, Used to Track You: Yes.
- Usage Data > Product Interaction and Advertising Data — purpose "Analytics" and "Third-Party Advertising", Linked: Yes, Used to Track You: Yes.
- Purchases > Purchase History — only if you send revenue or subscription events.
- Diagnostics is generally not required for the core SDK.
Adjust is not on Apple's list of commonly used third-party SDKs, so it does not have to ship a signed privacy manifest; you must add Adjust's data types and tracking domains to your app's own privacy manifest and confirm ATT gates the IDFA.
Google Play Data Safety answers
In the Play Console Data Safety form, declare:
- Device or other IDs — Collected: Yes. Shared: Yes (with advertising networks). Purpose: Advertising or marketing, Analytics, Fraud prevention. Not processed ephemerally.
- App activity > App interactions and Other actions — Collected: Yes. Shared: Yes. Purpose: Advertising or marketing, Analytics.
- Financial info > Purchase history — only if you send revenue events. Shared: Yes.
- Location > Approximate location — derived from IP; declare unless you disable IP-based geo.
- App info and performance > Diagnostics — only if you send SDK diagnostic data.
Users can request deletion: the SDK's erasure function tells Adjust to permanently delete the user's historical personal data and stop receiving data from that device. Mention that route in your policy.
Adjust-specific gotchas
- Adjust moved from fingerprinting to strictly probabilistic attribution after iOS 14.5, and Apple restricts device fingerprinting regardless of ATT consent under Guideline 5.1.2. Do not enable IP-based probabilistic modeling for iOS install attribution without legal review.
- ATT gates the IDFA, not the SDK. Adjust still collects the IDFV, the ADID and the IP address when tracking is denied; you keep the disclosure and the "Used to Track You" label.
- Consent must be wired to the SDK. Adjust keeps sending data until you set the third-party-sharing and data-privacy flags (consent-expiry and retention period) — there is no automatic EEA gate.
- Push token is opt-in but easy to send. Passing the device push token to Adjust for uninstall tracking adds an identifier and a tracking purpose to every store label.
- AppLovin ownership. Adjust GmbH is an AppLovin company; if your policy lists corporate groups or onward-transfer recipients, reflect that.
- EU establishment. Adjust GmbH is based in Berlin, so it is an EU-established processor and does not need an Article 27 representative — but international data transfers still need a lawful basis in your DPA.
Related
See the sibling clauses for AppsFlyer, Branch, Firebase Authentication and Sign in with Apple. For the full document use the privacy policy page generator, and for Firebase services read the Firebase privacy policy generator guide.