Implementing durable measurement strategies is crucial for understanding the impact of your marketing efforts and optimising your investments. Google’s on-device conversion measurement improves the amount of observable conversions to enhance campaign optimisation and reporting for your iOS app campaigns in a privacy-preserving manner. In this article, you’ll learn about its key benefits, how it works and the implementation requirements to enable it.
Benefits of using on-device conversion measurement
On-device conversion measurement helps measure app installs and in-app actions from your iOS app campaigns while keeping user data private. There are 2 variants of this solution:
- Using first-party data, for example, email and phone number data collected by your app’s sign-in experience through Google Analytics for Firebase SDK. This variant is a fit only if your app collects first-party data from signed-in users.
- Using de-identified, temporary app event data, such as data derived from device signals and timestamps.
For advertisers running iOS app campaigns, we recommend implementing both variants of this solution to maximise performance and reporting benefits.
Key benefits of this solution include:
- Improved campaign reporting and performance: Boosts conversion observability, enabling better campaign optimisation and more accurate, comprehensive and real-time reporting in third-party App Attribution Partner interfaces. Advertisers who have implemented this solution using their first-party data and have a majority of users logging in have seen strong results, with a median 19% reduction in CPA on Google-owned inventory.
- Privacy-preserving: Works using privacy-centric technologies and techniques which ensure that no identifiable information ever leaves a user’s device or is disclosed to external parties, including Google.
Implementation requirements to get started
Each variant of this solution has specific implementation requirements. In order to activate each, you will need to:
- Using first-party data:
- Ensure that your app can run on iOS 12+
- Integrate with the latest Google Analytics for Firebase SDK version
- Create an app sign-in experience that collects user-provided emails or phone numbers
- Call the on-device measurement API with the email or phone number data you gathered
- Using event data:
- Ensure that your app can run on iOS 12+
- Integrate with the newest version of the default Google Analytics for Firebase SDK (version 11.14.0 available in June 2025)
- Link your Google Analytics property to a Google Ads account that runs iOS app campaigns
- To opt out, exclude the GoogleAdsOnDeviceConversion library from your app’s build. Detailed developer information will be available in the coming weeks in our Google Analytics for Firebase SDK release notes.
- This feature will be inactive for all users located within the European Economic Area (EEA), the United Kingdom and Switzerland.
As a reminder, you have the option to display a prominent link in your disclosures to make clear how Google uses information from sites or apps that use our services, including information about the technologies used.
