What is GAID?
The Google Advertising ID (GAID) is a unique, user-resettable identifier assigned to Android devices. Similar to Apple's IDFA, it enables advertisers, ad networks, and attribution providers to track user activity across apps for targeting, attribution, and measurement.
Unlike IDFA post-iOS 14.5, GAID is still available by default on Android, though Google is introducing privacy-focused changes through its Privacy Sandbox initiative.
GAID Format
Current GAID Availability
As of now, GAID remains accessible on Android with the following considerations:
- Default Access: Apps can access GAID without explicit permission prompt
- User Controls: Users can opt out via Settings → Google → Ads → Reset/Delete advertising ID
- Limited Adoption: ~5-10% of Android users have opted out
- Future Changes: Privacy Sandbox will limit GAID access over time
GAID vs IDFA Comparison
| Feature | GAID (Android) | IDFA (iOS) |
|---|---|---|
| Default Availability | Yes (opt-out based) | No (opt-in required) |
| Opt-Out Rate | 5% - 10% | 65% - 75% |
| Reset Capability | Yes | Yes |
| Attribution Support | Deterministic | Probabilistic/SKAN |
| Privacy Framework | Privacy Sandbox (coming) | ATT + SKAdNetwork |
| Market Share | 70%+ globally | 27% globally |
Privacy Sandbox on Android
Google's Privacy Sandbox will bring iOS-like privacy restrictions to Android:
- Topics API: Interest-based targeting without cross-app tracking
- Attribution Reporting API: Privacy-preserving conversion measurement
- FLEDGE: On-device auction for remarketing
- Timeline: Gradual rollout starting 2024, GAID deprecation by 2025+
Pro Tip: Prepare Now
While GAID is still available, start implementing Privacy Sandbox APIs and first-party data strategies. Early adoption will give you a competitive advantage when GAID restrictions arrive.
Best Practices for GAID Usage
- Respect User Choice: Honor opt-out preferences immediately
- Implement Fallbacks: Build probabilistic attribution for opted-out users
- Test Privacy Sandbox: Join Google's beta programs for new APIs
- Build First-Party Data: Encourage user registration and engagement
- Unified Strategy: Align Android and iOS measurement approaches
Impact on Android Advertising
The eventual Privacy Sandbox restrictions will affect Android campaigns:
- Attribution: Will shift from deterministic to modeled approaches
- Retargeting: Cross-app retargeting will be limited to Topics and FLEDGE
- Measurement: Aggregated reporting with privacy thresholds
- CPIs: Expect 10-20% increases similar to iOS post-ATT