Amplitude sends user data to Amplitude, Inc. Event data, a device identifier, device and network attributes and an IP-derived location leave the device and are stored on Amplitude's servers, which makes it a third-party transfer you must disclose in your privacy policy for the GDPR, the App Store and Google Play. Generate a full privacy policy with this clause built in →
Does Amplitude need a privacy policy disclosure?
Yes. Amplitude is a product-analytics platform. Its SDK captures the events and screen views you instrument, attaches an auto-generated device ID plus device, OS, carrier and app-version properties, and by default converts the request IP into a coarse location before uploading everything to Amplitude for analysis, charts and cohorts.
Amplitude acts as your data processor under its Data Processing Addendum and standard contractual clauses; it does not sell customer data or use it for its own advertising. A default Amplitude setup does not collect the IDFA and does not meet Apple's definition of tracking, so it normally does not require an App Tracking Transparency prompt — but you still must disclose the collection, and adding the IDFA plugin or feeding cross-app identifiers into Amplitude changes that.
What data does Amplitude collect?
| Data type | Purpose | Linked to the user? | Used for tracking? |
|---|---|---|---|
| Device ID (IDFV if available, otherwise a random UUID) and any User ID you set | Attribute events to a device or account | Yes | No by default |
| Product-interaction / event data (events, screen views, sessions) | Analytics, funnels, cohorts | Yes | No |
| Device and network attributes (model, manufacturer, OS name and version, platform, language, carrier, app version) | Analytics, segmentation | Yes | No |
| IP address, used for a GeoIP lookup then to derive city, region, country, DMA | Geographic reporting | Yes | No |
| IDFA (advertising identifier) | Attribution — only if you add the IDFA plugin | Yes | Yes, if enabled |
Amplitude's default iOS privacy manifest declares Product Interaction, Device ID and Coarse Location, all linked to the user and used for Analytics, none used for tracking. The exact list depends on your configuration: you can disable IP capture with disableTrackIpAddress(), disable city/region with disableTrackCity() and similar TrackingOptions, and anything you attach as event or user properties is data you chose to send.
Copy-paste privacy policy clause for Amplitude
Analytics. We use Amplitude, a product-analytics service provided by
Amplitude, Inc., to understand how our app is used. The Amplitude SDK
collects a device identifier (and a user identifier where we set one),
the in-app events and screen views we instrument, session data, device,
network and operating-system attributes, and an IP address that Amplitude
uses to derive a coarse location (city, region, country) and then does
not retain in full. Amplitude processes this data as our processor under
its Data Processing Addendum and does not sell it or use it for its own
advertising. See https://amplitude.com/privacy for more information.Adapt this: name the user and event properties you send, remove the location sentence if you disable IP and city tracking, and state your US or EU data-residency choice. This is a starting template and not legal advice; you are responsible for accuracy against your build.
App Store "App Privacy" label answers
For a default Amplitude integration (no IDFA plugin), declare in App Store Connect:
- Identifiers > Device ID — purpose "Analytics", Linked to the user, not used to track.
- Identifiers > User ID — only if you call
setUserId. Purpose "Analytics", Linked to the user, not used to track. - Usage Data > Product Interaction — purpose "Analytics", Linked to the user, not used to track.
- Diagnostics > Crash Data / Performance Data — only if you enable Amplitude's autocapture of errors or send performance events.
- IP-derived city is coarse location; Apple has no coarse bucket, so as long as you do not use Core Location this is generally not declared as Location.
If you add the IDFA plugin, also declare Identifiers > Device ID (advertising) as "Used to track you", flip Product Interaction to "Used to track you", and present an ATT prompt before initializing that plugin.
Google Play Data Safety answers
In the Play Console Data Safety form, a standard Amplitude setup means:
- Device or other IDs — Collected: Yes. Shared: No. Purpose: Analytics. Not processed ephemerally.
- App activity > App interactions, plus Other actions and Page views and taps in app where relevant — Collected: Yes. Shared: No. Purpose: Analytics.
- App info and performance > Diagnostics and Crash logs — Collected: Yes if you enable error/performance capture. Shared: No.
- Location > Approximate location — Collected: Yes unless you disable IP and city tracking. Shared: No. Purpose: Analytics.
- Personal info > User IDs — Collected: Yes only if you set a User ID. Shared: No.
Data is not "processed ephemerally" — Amplitude stores events. Users can request deletion; Amplitude provides a user-privacy / deletion API keyed on User ID or Device ID, and you should link your own request process.
Amplitude-specific gotchas
- GeoIP is on by default. Every event's IP is looked up for city/region/country/DMA unless you set
disableTrackIpAddress()anddisableTrackCity()— the raw IP is used in transit even if not stored. - The device ID defaults to the IDFV. That is stable per vendor across your apps; it resets only on full uninstall of all your apps or an explicit regenerate call.
- The privacy manifest is a default, not the truth. Amplitude ships a baseline
PrivacyInfo.xcprivacy; you must edit it to match your config (added IDFA plugin, disabled fields, extra data types). - Autocapture can over-collect. Newer SDK autocapture of element interactions and screen views can record UI labels; review what it sends and mask sensitive views.
- Session Replay is separate and sensitive. Amplitude Session Replay records screen content; it needs its own disclosure and default masking of inputs.
- EU residency must be chosen up front. Data lands in the US unless the project uses Amplitude's EU data center and the SDK server zone is set to
EU.
Related
See the sibling clauses for Google Analytics for Firebase, Mixpanel, PostHog and Segment. Assemble the full document with the privacy policy page generator, and if your app also uses Firebase read the Firebase privacy policy generator guide.