[mintycrisp]

Exactly. Currently the iOS App Store has the McDonalds app as having...

Data Used to Track You : Contact Info & Identifiers

Data Linked to You : Purchases, Financial Info, Location, Contact Info, Search History, Browsing History, Identifiers, Usage Data and Diagnostic

[tzs]

> Data Used to Track You : Contact Info & Identifiers

That's email address and a device ID.

> Data Linked to You : Purchases, Financial Info, Location, Contact Info, Search History, Browsing History, Identifiers, Usage Data and Diagnostic

That's purchases made from the app, and info about how you paid for them. The search and browsing history are the search and browsing history from web views within the app. The usage data and diagnostics data are usage and diagnostics for that app.

Putting it all together, what they get are the email you gave them when you made the account, a device ID, location, and they can see whatever you actually do in the app.