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iOS-specific considerations

iOS has its own rules and limitations related to privacy, attribution, and data collection that directly affect how any tracking SDK works, including the Nemu SDK. This section describes how the SDK behaves on iOS and what limitations are expected from the platform.

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Privacy and Apple policies

Apple enforces strict restrictions on data collection and sharing, especially after the introduction of App Tracking Transparency (ATT). The Nemu SDK is designed to:
  • Not rely on identifiers prohibited by Apple
  • Work correctly even when the user denies tracking consent
  • Comply with the App Store privacy policies
The SDK does not use IDFA as a requirement for basic attribution functionality.

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App Tracking Transparency (ATT)

On devices running iOS 14.5 or later, the system may ask the user for explicit permission to track them across third-party apps and websites.

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SDK behavior

  • The SDK does not automatically request ATT permission
  • It is up to the app to decide when and whether to display the consent prompt
  • The absence of consent does not prevent:
    • Capturing UTMs via deep link
    • Install attribution
    • Deferred deep links
    • Logging events in the app

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Recommendation

If your app uses ATT, we recommend displaying the prompt only after clearly explaining to the user the reason for the request.

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Identifiers on iOS

Due to Apple’s restrictions, the SDK works with identifiers that are compliant with the platform’s policies.

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Identifiers used

  • Identifiers generated by the app itself (e.g., user UID)
  • Internal session identifiers
  • Source data provided by the system or by the entry link

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Identifiers not used

  • IDFA (when not authorized)
  • Device fingerprinting
  • Persistent identifiers prohibited by Apple’s policies
The use of fingerprinting techniques is not allowed on iOS and is not adopted by the Nemu SDK.

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Attribution on iOS

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Install attribution

On iOS, install attribution may have limitations depending on:
  • The source of the click
  • The permissions granted by the user
  • The information made available by the system
When available, the SDK associates the install source with the app’s first session. Deferred deep links on iOS work according to the platform’s capabilities and may vary depending on:
  • The type of link used
  • The iOS version
  • The app’s configuration
In some scenarios, iOS may limit or delay the availability of source information after installation.
iOS distinguishes between two main types of links:
  • Custom URL Schemes (myapp://)
  • Universal Links (https:// associated with the app)

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Recommendations

  • Whenever possible, use Universal Links
  • Make sure the app is correctly configured with:
    • Associated Domains
    • The apple-app-site-association file
This improves reliability in capturing UTMs and the user experience.

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Data persistence on iOS

iOS may terminate background apps aggressively to save resources. For this reason:
  • Source capture should happen as early as possible
  • The SDK persists essential information to avoid data loss
  • Session data can be restored when the app is reopened
To ensure the best tracking quality on iOS:
  • Initialize the SDK early in the app’s lifecycle
  • Correctly configure deep links or universal links
  • Register the user’s UID as soon as it is available
  • Do not rely solely on tracking permissions for basic attribution

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Realistic expectations on iOS

Due to Apple’s policies:
  • Attribution on iOS may be less deterministic than on Android
  • Some installation scenarios may not contain an identifiable source
  • Behavior may vary depending on the system version and permissions
These limitations are inherent to the iOS ecosystem and apply to any tracking solution on the market.