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[Mobile] What is UID and Device ID? Where can I find it?
Connect your iPhone to your computer and open iTunes. Select your device in the left sidebar under Devices. Select the "Summary" tab in the main window. A device ID is a unique anonymous identifier comprised of numbers and letters that corresponds with a single, specific mobile device, or user.
There is a unique device ID for all smartphones and tablets worldwide which is stored directly on the mobile device itself.
Tracking Unique Users
Device IDs can be retrieved by any installed app and are used to accurately measure actions taken by the individual user, including:. Device ID plays an instrumental role in all stages of the user journey and experience, including install attribution, in-app personalization, audience segmentation , and overall app performance.
The device ID number will vary depending on the operating system being used. Both types of device ID are used for easy analysis of users as they progress through the app install and engagement journey. In the desktop era, the cookie was the staple of digital advertising and measurement.
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One clear benefit of the device ID as compared to the cookie is its persistence, or ability to present a clear view of a user based on deterministic data across longer, if not indefinite, stretches of time. The information obtained from device IDs can be used to analyze specific user trends, as well as to further categorize them into cohorts groups with similar traits.
Most importantly, with a device ID, you can understand not only identify your users, but how they have, and will, behave over time. Such a use of device ID is known as ID matching , one method of mobile attribution which is considered to be highly reliable and extremely accurate.
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