The information I track in my games
For my free mobile games I use third-party software (Admob) to show you ads.
This software might obtain and collect some information (your Device ID, that can identify your device; your IP address, that can give your approximate location, like your country and sometimes city) and provide personalized ads to you.
Also this third-party software might keep track of ads you have seen and the way you have interacted with them.
For the analytics side of things I do not track information that identifies you personally. What I track and sometimes analyze is total aggregate data for events such as views, plays, time of plays or other events where your activities are counted and added to the totals. At its simplest, when you play a game, that game’s “play” counter goes up 1.
Leaderboards may require you to provide a name which you can enter, if you want. I also record your country in order to show it to other users within leaderboard’s statistics.