Both iOS and Android devices have unique, semi-persistent identifiers, which are used to help advertisers (and a variety of other entities) track activity on those devices. These identifiers also help Branch provide accurate analytics and deep linking to our customers.

On iOS, the identifier in question is the IDFA, or Identity for Advertising. The Android Advertising Identifier is the Android analog.

Neither identifier is particularly easy to find, and both can be reset. So while these IDs are unique, they aren’t persistent; like with cookies on the web, users ultimately have control over whether they can be tracked using these identifiers.

Find out how to find and reset your device identifier on iOS and Android below.


The simplest way to locate your iOS device’s IDFA is to use a third-party app called The Identifiers. The sole purpose of the app is to display a device’s IDFA, so all you have to do is install and open to see your IDFA.

In order to reset your IDFA, you’ll want to open up Settings, navigate to Privacy, and then select Advertising from the bottom of the page. On this page, you’ll be able to reset your IDFA.


Finding your Android Advertising Identifier is a more straightforward process. Open up the Google Settings app and navigate to Ads; once you do, your ID should be visible at the bottom of the screen.

You can also reset your Android Advertising Identifier from this page by tapping the “Reset advertising ID” button.