# Ad IDs

Optimize your user acquisition and re-marketing campaigns with Ad IDs.

# What are Ad IDs?

Ad IDs are user-level IDs that are the same for a user over multiple apps on
their device. Ad IDs allow marketers to send content and ads to users that
have not limited their ad tracking. Other services such as Facebook and
Twitter capture the same Ad ID and have ad platforms to target specific
users based on Ad IDs.

This topic guide covers use cases and technical details on how to send
Airship Ad IDs so you can begin to optimize your user acquisition and
re-marketing campaigns.


# Use Cases

Customer acquisition costs for mobile are rising due to low-quality users
[churning out](https://www.airship.com/docs/guides/features/intelligence-ai/predictive/predictive-churn/)
within a short time frame. It is therefore increasingly critical to focus on
your most valuable and loyal users, the ones you've worked hard to acquire,
activate, retain, and monetize.

What if you could construct an ideal profile based on the characteristics of
your most loyal users, then take the profile and say, "I'll have more like
them, please"?

With Airship messaging and
[Performance Analytics](https://www.airship.com/docs/reference/glossary/#pa)
you can leverage your most valuable users to find similar new users. Grow your
audience according to user characteristics that have been most successful for
you in the past.

> **Tip:** Read the
> [Exporting Lists Tutorial](https://www.airship.com/docs/guides/reports/analytics/tasks-queries/export/#ins-tutorial-ad-ids)
> to learn how to take action with Performance Analytics using Ad IDs.


## New User Acquisition

Using ad platforms such as Facebook and Twitter to leverage the information
available in
[Performance Analytics](https://www.airship.com/docs/reference/glossary/#pa),
such as loyal users, as input in to
[Facebook's lookalike audience](https://www.facebook.com/business/help/164749007013531?id=401668390442328)
helps you find more high-valued users similar to your loyal users.

**Examples of valuable data:**

* Push opted-in
* Interacted with a message
* Active for the last 30 days
* Completed a goal in your app


## Win-Back and Re-Marketing

You can also use Facebook or Twitter Ad platforms to run win-back campaigns for
[churned users](https://www.airship.com/docs/guides/features/intelligence-ai/predictive/predictive-churn/)
or re-market your product using a custom audience.

**Win Back - Example of valuable data:**

* Uninstall

**Re-marketing - Examples of valuable data:**

* New users
* Abandoned cart
* Browsed product view (non-purchase)
* High frequency/recency users


# Technical Details

> **Warning:** Your app must:
> 
> 1.  Send the *limit ad tracking* field from your app, and
> 1.  Not target users with ads who have *limit ad tracking* enabled. A value of
>    Unknown or Limit Ad Tracking = Yes or Unknown means you cannot send
>    ads to these users.


See the [SDK Analytics](https://www.airship.com/docs/sdk-topics/analytics/) documentation for details about enabling tracking the Ad ID.