Using iOS on-device conversion measurement solutions
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Implementing durable measurement strategies is crucial for understanding the impact of your marketing efforts and optimizing your investments. Google's on-device conversion measurement improves the amount of observable conversions to enhance campaign optimization and reporting for your iOS App campaigns in a privacy-preserving manner.
In these tutorials, you'll learn how these solutions work and follow along with the steps needed to implement them.
How does this work?
On-device conversion measurement helps measure app installs and in-app actions from your iOS App campaigns while keeping user data private. There are two variants of this solution: using first-party data and using de-identified, temporary app event data.
To learn more about the privacy-preserving benefits of on-device conversion measurement, view the Google Ads Help Center article.
How will my team implement it?
On-device measurement works on devices running iOS 12+. Each variant of this solution has specific implementation requirements. In order to activate each, you will need to verify your app's build includes the GoogleAdsOnDeviceConversion library:
For first-party data, you need a consented, user-provided email address or phone number. Through the API, the email address or phone number is used by the Google Analytics for Firebase SDK for attribution such that this personal data is never sent off the device in a way that can identify the user or device.
You can use Firebase Authentication to allow users to sign in to your app using one or more sign-in methods. Once integrated with Firebase Authentication, you can get the signed-in user's email or phone number to initiate on-device conversion measurement.
For event data, verify that the latest version of the Google Analytics for Firebase SDK is configured in your app, and if applicable, that any selected custom events are logged. These key events should align with the most important actions or conversions you want to measure for your iOS campaigns.
Can I use both techniques?
Absolutely! These approaches are not mutually exclusive. For advertisers running iOS app campaigns, we recommend implementing both variants of this solution to maximize performance and reporting benefits.
Combining both methods provides a more comprehensive approach to measurement while respecting user privacy.
[[["Easy to understand","easyToUnderstand","thumb-up"],["Solved my problem","solvedMyProblem","thumb-up"],["Other","otherUp","thumb-up"]],[["Missing the information I need","missingTheInformationINeed","thumb-down"],["Too complicated / too many steps","tooComplicatedTooManySteps","thumb-down"],["Out of date","outOfDate","thumb-down"],["Samples / code issue","samplesCodeIssue","thumb-down"],["Other","otherDown","thumb-down"]],["Last updated 2025-08-15 UTC."],[],[],null,["Implementing durable measurement strategies is crucial for understanding the\nimpact of your marketing efforts and optimizing your investments. Google's\non-device conversion measurement improves the amount of observable conversions\nto enhance campaign optimization and reporting for your iOS App campaigns in a\nprivacy-preserving manner.\n\nIn these tutorials, you'll learn how these solutions work and follow along with the steps needed to implement them.\n\nHow does this work?\n\nOn-device conversion measurement helps measure app installs and in-app actions\nfrom your iOS App campaigns while keeping user data private. There are two\nvariants of this solution: using first-party data and using de-identified,\ntemporary app event data.\n\nTo learn more about the privacy-preserving benefits of on-device conversion\nmeasurement, view the [Google Ads Help Center article](https://support.google.com/google-ads/answer/12119136).\n\nHow will my team implement it?\n\nOn-device measurement works on devices running iOS 12+. Each variant of this\nsolution has specific implementation requirements. In order to activate each,\nyou will need to verify your app's build includes the\n`GoogleAdsOnDeviceConversion` library:\n\n- For **first-party data**, you need a consented, user-provided email address or\n phone number. Through the API, the email address or phone number is used by the\n Google Analytics for Firebase SDK for attribution such that this personal data\n is never sent off the device in a way that can identify the user or device.\n\n You can use Firebase Authentication to allow users to sign in to your app\n using one or more sign-in methods. Once integrated with Firebase\n Authentication, you can get the signed-in user's email or phone number to\n initiate on-device conversion measurement.\n- For **event data** , verify that the latest version of the\n Google Analytics for Firebase SDK is configured in your app, and if\n applicable, that any selected custom events are logged. These\n [key events](https://support.google.com/analytics/answer/9267568) should\n align with the most important actions or conversions you want to measure for\n your iOS campaigns.\n\nCan I use both techniques?\n\nAbsolutely! These approaches are not mutually exclusive. For advertisers running\niOS app campaigns, we recommend implementing both variants of this solution to\nmaximize performance and reporting benefits.\n\nCombining both methods provides a more comprehensive approach to measurement\nwhile respecting user privacy.\n\nWhat's next?\n\nFollow along in the step-by-step tutorials:\n\n- On-device conversion measurement [using first-party data](/docs/tutorials/ads-ios-on-device-measurement/index-first-party)\n- On-device conversion measurement [using event data](/docs/tutorials/ads-ios-on-device-measurement-event-data/index-event-driven)"]]
