Privacy Report
Lifestyle App Privacy Report
We scanned 95 Lifestyle apps from the Apple App Store, inspecting each app's compiled binary for tracking SDKs, advertising code, and data collection practices. 55% of these apps declare that they track users across other apps and websites. 63% embed advertising SDKs. The median app requests 9 device permissions.
- 55% of Lifestyle apps track you across other apps and websites, according to their App Store privacy labels.
- 63% contain advertising SDKs embedded in their compiled binaries, including Facebook AEM.
- 64% contain analytics SDKs that collect behavioral data about how you use the app.
- 80% collect identifiers and link it directly to your identity.
- The median app requests 9 permissions, including access to features like camera, location, and contacts.
55% of lifestyle apps track you across other apps and websites
52 of the 95 Lifestyle apps we analyzed declare cross-app tracking in their App Store privacy label. According to Apple, "tracking" means the app links your data, such as your device ID, email, or advertising identifier, with data collected by other companies' apps, websites, or offline properties, for targeted advertising or advertising measurement purposes. This also includes sharing your data with data brokers.
54% of these apps request Apple's App Tracking Transparency (ATT) permission, which triggers the system prompt: "Allow [App] to track your activity across other companies' apps and websites." Users who select "Ask App Not to Track" deny the app access to Apple's advertising identifier (IDFA).
45% of lifestyle apps share your identifiers for cross-app tracking
Apps that declare cross-app tracking also disclose which categories of data they share with third parties for advertising or measurement. This data is self-reported by developers via App Store privacy labels.
Percentage of 95 Lifestyle apps. Source: Apple App Store privacy labels.
80% of lifestyle apps collect identifiers linked to your identity
Separately from cross-app tracking, apps collect data and link it to your identity. Apple defines "Data Linked to You" as data connected to your identity, such as your account, device, or profile, by the developer or their third-party partners. Unlike tracking data, this data isn't necessarily shared with advertisers, but the developer or their partners know it belongs to you.
Percentage of 95 Lifestyle apps. Source: Apple App Store privacy labels.
What lifestyle apps ask permission to access
The share of Lifestyle apps requesting each sensitive iOS permission. Permissions are read directly from each app's binary, not self-reported. A high rate for a permission that isn't core to the category is a signal worth questioning.
Percentage of 95 Lifestyle apps requesting each permission. Source: app binary analysis.
63% of lifestyle apps contain advertising SDKs
SDKs are third-party code libraries embedded directly in an app's binary. Unlike privacy labels, SDK presence is not self-reported, we detect them by scanning each app's compiled binary using static analysis. Advertising and analytics SDKs from companies like Meta and Google enable cross-app tracking, targeted ads, and behavioral analytics.
| SDK | Category | Found in |
|---|---|---|
| Facebook AEM | advertising | 32% of apps |
| advertising | 32% of apps | |
| Firebase Analytics | analytics | 27% of apps |
| Google Analytics | analytics | 27% of apps |
| Facebook Login | advertising | 24% of apps |
| Firebase | analytics | 24% of apps |
| Google Data | analytics | 24% of apps |
Lifestyle apps ranked by tracker count
All 95 Lifestyle apps, ranked by number of embedded SDKs. "Tracks You" indicates the app declares cross-app tracking in its privacy label. "Ad SDKs" is the count of advertising or attribution SDKs found in the binary. Tap any app for its full report.
Frequently asked questions
Which lifestyle apps track you the most?
Redfin: Buy, Sell & Rent Homes, Realtor.com Real Estate & Rent, Tinder Dating App: Date & Chat, NGL: ask me anything, Apartment List: Apt rentals all declare cross-app tracking in their App Store privacy labels and contain the most advertising SDKs. In total, 52 of 95 Lifestyle apps (55%) declare cross-app tracking.
Which lifestyle apps are the most private?
First Alert by Resideo, Hubspace, SmartThings, Owlet Dream, Amazon Alexa are among the most private Lifestyle apps. These apps do not declare cross-app tracking and contain zero advertising SDKs.
What does "tracks you across other apps" mean?
According to Apple, "tracking" means an app links your data, such as your device ID, email, or advertising identifier, with data collected by other companies' apps, websites, or offline properties, for targeted advertising or advertising measurement. It also includes sharing your data with data brokers.
How many lifestyle apps contain ad SDKs?
63% of the 95 Lifestyle apps we analyzed contain at least one advertising or attribution SDK. These are detected through binary analysis, not self-reported by developers.
Are App Store privacy labels accurate?
Privacy labels are self-reported by developers to Apple. Apple may request evidence but does not systematically verify every claim. This report independently verifies SDK presence through binary scanning.
How was this analysis conducted?
Each Lifestyle app was downloaded from the App Store and its binary scanned using static analysis to detect SDKs, permissions, and entitlements. Privacy label data comes directly from the App Store. No code was decompiled.
Methodology
This report covers 95 Lifestyle apps from the Apple App Store. Each app was downloaded and its compiled binary scanned for embedded SDKs, iOS permissions, and entitlements using static analysis. No code was decompiled or reverse-engineered.
Privacy label data, including tracking declarations and data linked to identity, comes directly from Apple's App Store and is self-reported by developers. Apple requires developers to keep privacy labels accurate and may request evidence, but does not systematically verify every disclosure against actual app behavior. SDK data in this report is independently verified through binary analysis.
This research is produced by Counterspy, our independent app privacy analysis project.
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