A technique is presented for controlling behavior tracking by mobile apps executing on a mobile computing device. A set of profiles are managed by a privacy manager, where each profile represents a different isolated execution environment on the mobile computing device and defines a set of privacy rules governing an application while executing in an associated execution environment. Prior to launching the app, a user of the app is prompted by the privacy manager to select a profile for the app from the set of profiles. The privacy manager in turn applies the set of privacy rules associated with the selected profile to the app during execution of the app on the mobile computing device.