CAKE Knowledge Base

UDID Best Practices


This article will review:

  • Best ways to use the CAKE parameter: UDID
  • Validation of UDID
  • Recommended Values for UDID

UDID – Best Practices

The UDID (Unique Device Identifier) parameter functions as a tracking parameter to allow attribution (connect clicks to conversions) between the point of a user generating a click and the point of conversion for mobile app install and/or in app purchase tracking.  The parameter allows for unique values to be passed into CAKE from your traffic source at the time  the click occurs.  When this same value is passed back to CAKE at the time of the conversion, the system will be able to connect the two points and record an attributing conversion in your  reports. *For additional information on UDID tracking configuration please see here.

NOTE: Since UDID is used for tracking attribution it is important to keep in mind that the value must be unique for each click or else the tracking will break and the conversions will not attribute properly.


UDID contains a character validation requirement to help ensure that the field is being used properly for tracking purposes. The UDID field can start or end with a / and can contain a-z, A-Z, 0-9 or special characters - _ : . @ ,

Below are examples of commonly used unique values that can be captured, passed into CAKE within the tracking URL under &udid= and then returned in the &udid= portion of the conversion postback. *For additional information on UDID tracking configuration please see here.

  •        Mac Address

Various Device Specific Identifiers:


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