AirTag, Tractive, or PawBack — which one for what?

The fundamental question is what problem you're solving

People shop for "dog tracking" as if it's one product category. It's actually two:

1. Real-time location — you want to see where your dog is right now, on a map. This is what GPS trackers (AirTag, Tractive, Tile) solve.
2. Stranger-help recovery — when someone has already found your dog, you want them to be able to reach you fast. This is what ID tags (engraved, QR, NFC, PawBack) solve.

These look similar in marketing copy but solve genuinely different problems. The right answer depends which one you actually have.

What each option does and doesn't do

Apple AirTag

Tells iPhone owners nearby where your dog is, by piggybacking on Apple's "Find My" mesh network. Works only in areas with iPhones around (cities, yes; remote forest, often not). Battery: ~1 year. No cellular fee — Apple's network is free.

Limitations:

• If a stranger finds your dog and isn't iPhone-savvy, they have no obvious way to reach you.
• Refresh interval depends on iPhones being nearby — not real-time in many cases.
• Designed for keys and luggage, not pets. The waterproofing and durability are not pet-grade.
• Privacy: AirTag's anti-stalking warnings can alert other people that your dog has a tracker, which can be a problem if the dog is briefly with a friend or sitter.

Tractive (and similar GPS trackers)

Real-time GPS via cellular network. Works anywhere there's mobile coverage. Refresh as fast as every 2-3 seconds in active mode. Battery ~3-7 days. Subscription required: typically €5-7/month or €60-95/year.

Limitations:

• Recurring cost. Over 5 years that's €300-500 per dog.
• Needs charging. If you forgot to charge it, it's useless when you need it most.
• Tells you the dog's location, not how to reach them. If you're 30 km away, you still need a stranger to physically pick the dog up.
• Subscription expiration risk: if your card expires or autorenew fails, the device silently stops working.

Engraved metal tag

The classic. Costs €5-15 once. Works forever. Readable by any literate human.

Limitations:

• Phone number is engraved in the open. Anyone who picks up the tag has it.
• Strangers may be reluctant to call an unknown number. Children, especially, often won't.
• Limited information — name and a phone number, that's it.
• If your number changes, you need a new tag.

PawBack (QR + NFC tag)

A small disc with a QR code and NFC chip. Whoever finds your dog scans or taps; the page shows your pet's profile (photo, breed, medical notes) and a contact form. €9.99 once. Profile hosted free for life.

Limitations:

• Doesn't tell you where the dog is. Only works once a person has found them.
• Requires the finder to have mobile data when they scan (works on every modern phone, but technically possible to fail offline).
• If our service ever shuts down, the QR stops working. We commit in our terms to 6 months notice and full data export — but it's still a real consideration.

The honest comparison table

Who should pick what

You should get a GPS tracker (Tractive or AirTag) if…

• Your dog has bolted before and you genuinely don't trust their recall.
• You hike or camp in remote areas where strangers are unlikely to find a lost dog.
• You're OK with a recurring cost (Tractive) or limited iPhone-only coverage (AirTag).
• You're more worried about being able to locate your dog than about a stranger reaching you.

You should get a PawBack (or another good ID tag) if…

• Your dog spends most of their time in cities, suburbs, or busy parks where a stranger is likely to find them.
• You don't want to pay a subscription forever.
• You don't want your phone number visible on the tag.
• You want a finder to be able to message you in one tap, with no app and no friction.

You might want both

The two solutions don't compete. A GPS tracker on the harness for active location + a PawBack on the collar for stranger-help recovery is a strong combination if the cost is fine for you.

What we actually recommend if you only get one thing

Most pet recovery happens because a stranger picked up the dog within an hour and reached the owner. Not because GPS led the owner to a precise location. The second story sounds more dramatic but the first is far more common.

For the typical city-or-suburb dog owner, a good ID tag does more work than GPS does, costs less, and never expires. We obviously think PawBack is the best ID tag — but if you pick AirTag or even an engraved tag, you're still miles ahead of the dog with no ID at all.

Whatever you pick, please make sure your dog has something.

Related reading: What to do in the first 60 minutes if your dog runs off · What information should a pet ID tag actually show?