Extended Privacy Control (EPC)

With Extended Privacy Control (EPC), you can protect the privacy of iOS users and comply with platform requirements while still viewing iOS campaign performance in Airbridge.

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How EPC works

EPC protects the privacy of iOS users by removing attribution details from conversions on iOS 14.5 or later that were attributed through probabilistic matching, before Airbridge sends them to other services. Airbridge mainly uses probabilistic matching when a device ID is not available because the user has opted out of tracking via Apple’s App Tracking Transparency (ATT). As a result, most conversions that EPC applies to come from users who have not allowed tracking. If a user allowed tracking in both the app where they saw the ad and the app where the conversion occurred, the conversion is usually matched by device identifier, and EPC does not apply. EPC does not apply to conversions that occur on the web. However, EPC does apply to app conversions that were probabilistically attributed to a web touchpoint, such as a web ad click.

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EPC scope

Conversions that EPC applies to are recorded or sent as unattributed for the following:

• Real-time logs
• Raw data exports
• Ad channel integrations
• Third-party integrations
• Cloud storage integrations

However, integrations set to exclude unattributed conversions do not receive them. For ad channel postback rules, see Event Setup for Postbacks. EPC does not affect performance measured with SKAdNetwork (SKAN). EPC also does not apply to the following, so you can view aggregated iOS campaign performance:

• Overview dashboard
• Airbridge reports

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Configure EPC

You can configure EPC at the app level and per integration. Each setting applies to the following:

• App-level EPC: Ad channel integrations, third-party integrations, raw data exports, real-time logs, cloud storage integrations, and postbacks sent to your own server
• Per-integration EPC: Ad channel integrations and third-party integrations

For ad channel and third-party integrations, app-level EPC takes priority. Which EPC settings you can change depends on your app role.

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EPC application rules

App-level EPC takes priority over per-integration EPC.

• When app-level EPC is on, EPC applies to all ad channel and third-party integrations regardless of their per-integration EPC settings. Those settings are kept, but you cannot change them until app-level EPC is turned off.
• When app-level EPC is off, each integration follows its per-integration EPC setting.

Whether EPC applies to an ad channel or third-party integration depends on its per-integration EPC setting and the app-level EPC status. EPC applies to user data based on the EPC setting at the time the data was collected. Data already sent does not change when you change EPC settings. For example, if you turn on EPC at 12 AM on January 1 and turn it off at 12 AM on January 2, EPC applies only to data collected between those two times.

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EPC for integrations without a per-integration setting

For integrations without a per-integration EPC setting, including integrations you add later, whether EPC applies depends on whether app-level EPC has been turned on or off since October 16, 2026. Integrations with a per-integration EPC setting follow that setting while app-level EPC is off. If app-level EPC has not been turned on or off since October 16, 2026, use one of the following methods to stop EPC from applying to integrations without a per-integration EPC setting.

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Configure app-level EPC

In the Airbridge dashboard, go to [Settings]>[App Settings] and use the Apply App-Level EPC toggle at the bottom of the page to turn app-level EPC on or off. You can also change app-level EPC on the EPC (Extended Privacy Control) card in the [Data Out] section of [Integration]>[Integration Overview].

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Configure per-integration EPC

When app-level EPC is off, you can configure per-integration EPC in the following places:

• Ad channel integrations: [Postback] tab on each integration’s page
• Third-party integrations: Each integration’s page
• Meta Ads and Kakao Moment Conversions API integrations: [Conversions API] tab on each integration’s page

Apple Ads conversions are not attributed through probabilistic matching, so EPC does not apply to them. For this reason, Apple Ads and SearchAds.com, a third-party integration that receives Apple Ads attribution data, have no per-integration EPC setting.