用于归因的广告标识符 原文标题：Advertising Identifiers for Attribution
内容概要总结
本文是 Branch 官方文档「用于归因的广告标识符」，列举 Branch 在 Branch Links 的点击、安装及其他事件请求中支持的各类标识符。iOS 侧主要是 IDFA：当缺少有效 IDFA 且 Apple 政策允许时，Branch 自动回退到概率建模（Predictive Modeling）并分配自有的安装级标识符，但这要求合作伙伴传入 Device IP 和 User Agent；文档给出 IDFA 格式示例（AAAAAAAAA-BBBB-CCCC-1111-222222220000）及 postback 宏用法。Android 侧包括 Google AAID（UUID 格式，示例 38400000-8cf0-11bd-b23e-10b96e40000d）与 OAID（在特定设备制造商上替代不受支持的 Google 广告 ID）；当广告标识符不可用时，回退到 ANDROID ID（64 位数、首次启动时随机生成、通常终生不变、小写格式）。此外还涵盖 Amazon Fire ID、Windows AID 以及开发者自有的 user_id（仅适用于交叉推广内部活动）。每个标识符都配有 Branch 日志级参数与 postback 宏。
翻译内容
原文内容（English）
广告标识符用于归因
概述
Branch 在 Branch Links 的点击、安装及其他事件请求中支持以下广告标识符。当点击和安装时存在相同的标识符时，Branch 可以通过「标识符匹配」（Identifier Matching）匹配该值来执行归因。
标识符类型
iOS 标识符
iOS IDFA
在缺少有效 IDFA 的情况下，且在 Apple 跟踪政策允许的范围内，Branch 会自动回退到概率建模来执行归因（Predictive Modeling），并自动分配自己的安装级标识符，用于未来对这些安装的度量，不用于广告合作伙伴（3p）流量。这是既有行为，不过它确实要求合作伙伴传入 Device IP 和 User Agent 以用于建模决策。
Apple 在 iOS 6.0 中引入了广告标识符（IDFA），主要通过 iOS 中的 ASIdentifierManager 类实现，它为应用提供对一个标识符的访问，可用于投放广告，同时提供一个标志，指示用户是否启用了「限制广告跟踪」（Limit Ad Tracking）功能。IDFA 值是一个对每台设备唯一的字母数字字符串，采用带连字符的大写格式（例如 AAAAAAAAA-BBBB-CCCC-1111-222222220000）。
Branch 日志级参数：user_data_idfa
Branch postback 宏：${(user_data.idfa)!} 和 <#if (user_data.limit_ad_tracking)! >0<#else>1
如果你在 postback URL 中使用 ${(user_data.idfa)!} 宏，那么你必须指定 <#if (user_data.limit_ad_tracking)! >0<#else>1 宏，以指示用户是否启用了「限制广告跟踪」功能（其中 0 表示受限）。或者，如果用户已启用此功能，你可以将 ios_ad_tracking_disabled 参数设为 1。
如果你的 SDK 实现在安装时（首个「应用打开」事件）以及安装后/应用内事件中不收集 IDFA，那么你无法通过匹配点击时指定的值与安装时（或其他某个事件时）指定的值来将其用于归因。
Android 标识符
Google AAID
Google 广告标识符（AAID）是 Google Play 服务提供的一个唯一的、用户专属的、可重置的广告 ID，它暴露一个 API，以字符串形式访问用户的广告 ID，采用通用唯一标识符（UUID）格式，类似于 38400000-8cf0-11bd-b23e-10b96e40000d。
Branch 日志级参数：user_data_aaid
Branch postback 宏：${(user_data.aaid)!}
Android OAID
开放匿名设备标识符（OAID）在特定设备制造商上，用于替代不受支持的 Google 广告 ID 而用于广告目的。Branch SDK 收集 OAID，并将其用于点击和展示的归因。
Branch 日志级参数：user_data_oaid
Branch postback 宏：${(user_data.oaid)!}
旧版及其他标识符
尽管我们首先且主要依赖广告标识符进行归因，但在某些情况下广告标识符不可用。这包括不支持广告标识符的旧版本，以及从非 Google 的 Android 应用商店下载的用户。如果广告标识符不可用，我们依赖以下设备标识符进行归因。
Android 设备的 ANDROID ID 是一个 64 位数（以十六进制字符串表示），在设备首次启动时随机生成，通常在设备的整个生命周期内保持不变。该值以小写格式表示。
Branch 日志级参数：user_data.android_id
Branch postback 宏：${(user_data.android_id)!}
Amazon 标识符
Fire ID
Amazon Fire ID 是一个用户可重置的唯一标识符，有助于保护用户隐私。如果你收集用户行为信息以展示基于兴趣的广告，或生成分析数据，你必须使用广告 ID；不得使用任何其他标识符或跟踪方法。用户可以重置广告 ID，或完全选择退出基于兴趣的广告。
Branch 日志级参数：user_data.aaid
Branch postback 宏：${(user_data.aaid)!}
Windows Phone 标识符
Windows AID
Windows 广告标识符（AID）是一个唯一的、用户与设备专属的、可重置的广告 ID，以不带冒号的大写格式字母数字字符串表示（例如 AAAAAABBBBCCCC111122222222222）。当广告 ID 功能被禁用时，该值为空字符串。
Branch 日志级参数：user_data_windows_aid
Branch postback 宏：${(user_data.windows_aid)!}
用户标识符
用户 ID
由应用开发者（广告主）生成的用户 ID，就是用户在其系统中的同一个 ID。user_id 仅适用于交叉推广（cross-promo）内部活动，因为第三方广告合作伙伴无法访问或复制该值（而他们可以访问前面提到的其他 Android 或 iOS 标识符）。
Branch 日志级参数：user_data_developer_identity
Branch postback 宏：${(user_data.developer_identity)!}
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Overview
Branch supports the following advertising identifiers in Branch Links on click, install, and other event requests. When the same identifier is available on click and install, Branch can perform attribution by matching this value through Identifier Matching.
Types of Identifiers
iOS Identifiers
iOS IDFA
In the absence of a valid IDFA, and where permitted under Apple's policies on tracking, Branch automatically falls back to probabilistic modeling to perform attribution (Predictive Modeling), and automatically assigns its own install-level identifier for future measurement of these installs, not used for ad partner (3p) traffic. This is existing behavior, however, it does require that partners pass the Device IP and User Agent to be used for modeling decisions.
Apple introduced its Identifier for Advertisers (IDFA) with iOS 6.0 primarily through the ASIdentifierManager class in iOS, which provides apps with access to an identifier that you can use for serving advertisements, as well as a flag that indicates if a user has enabled the Limit Ad Tracking feature. The IDFA value is an alphanumeric string that is unique to each device, and uses an upper case-format with hyphens (for example, AAAAAAAAA-BBBB-CCCC-1111-222222220000).
- Branch log-level parameter: user_data_idfa
- Branch postback macro: ${(user_data.idfa)!} and <#if (user_data.limit_ad_tracking)! >0<#else>1
If you’re using the ${(user_data.idfa)!} macro in a postback URL, then you must specify the <#if (user_data.limit_ad_tracking)! >0<#else>1 macro to indicate if the user has enabled the Limit Ad Tracking feature (where 0 is limited). Or if the user has enabled this feature, you can set the ios_ad_tracking_disabled parameter to 1.
If your SDK implementation does not collect IDFA on install (first “app open” event) and with post-install/in-app events, then you cannot use it for attribution by matching the value specified on click with the value specified on install (or some other event).
Android Identifiers
Google AAID
The Google Advertising Identifier (AAID) is a unique, user-specific, and resettable ID for advertising provided by Google Play services, which exposes an API for accessing the advertising ID of the user as a string, in the universally unique identifier (UUID) format similar to 38400000-8cf0-11bd-b23e-10b96e40000d.
- Branch log-level parameter: user_data_aaid
- Branch postback macro: ${(user_data.aaid)!}
Android OAID
The Open Anonymous Device Identifier (OAID) is used for advertising purposes in place of the non-supported Google Advertising ID for specific device manufacturers. The Branch SDK collects OAID and uses it for attribution on clicks and impressions.
- Branch log-level parameter: user_data_oaid
- Branch postback macro: ${(user_data.oaid)!}
Legacy & Other Identifiers
While we rely first and foremost on advertising identifiers for attribution, there are cases in which advertising identifiers are not available. This includes legacy versions that do not support advertising identifiers and users downloading from non-Google android app stores. If an advertising identifier is not available, we rely on the following device identifiers for attribution.
The ANDROID ID for Android devices is a 64-bit number (as a hex string) that is randomly generated on the first boot of a device and typically remains constant for the lifetime of the device. This value is formatted as lower case.
- Branch log-level parameter: user_data.android_id
- Branch postback macro: ${(user_data.android_id)!}
Amazon Identifiers
Fire ID
The Amazon Fire ID is a user-resettable, unique identifier that helps protect the privacy of the user. If you collect information about a user’s behavior to display interest-based ads, or to generate analytics, you must use the Advertising ID; no other identifier or tracking method may be used. Users can reset the Advertising ID or opt out of interest-based ads altogether.
- Branch log-level parameter: user_data.aaid
- Branch postback macro: ${(user_data.aaid)!}
Windows Phone Identifiers
Windows AID
The Windows advertising identifier (AID) is a unique, user and device-specific, and resettable ID for advertising represented as an alphanumeric string formatted as upper case without colons (for example, AAAAAABBBBCCCC111122222222222). When the advertising ID feature is disabled, this value is an empty string.
- Branch log-level parameter: user_data_windows_aid
- Branch postback macro: ${(user_data.windows_aid)!}
User Identifiers
User ID
The user ID generated by app developers (advertisers) is the same ID of the user in their system. The user_id only works with cross-promo internal campaigns because third-party advertising partners cannot access or replicate this value (as they can with the other Android or iOS identifiers mentioned previously).
- Branch log-level parameter: user_data_developer_identity
- Branch postback macro: ${(user_data.developer_identity)!}
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