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](https://support.google.com/google-ads/answer/12119136).

## 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](https://support.google.com/analytics/answer/9267568) 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.

## Target capabilities

Regardless of whether you choose to implement first-party data measurement,
event data measurement, or both, understanding the required SDK modules for your
app's build configuration is a foundational step.

The Google Analytics for Firebase SDK for Apple platforms simplifies the
integration of on-device conversion measurement for Google Ads.

Previously, you had to manually include several different SDK modules to enable
on-device measurement features. To streamline this process, the default
`FirebaseAnalytics` module has been enhanced to include these capabilities.

Whether you're installing the SDK for the first time or updating an existing
app, the Google Analytics for Firebase SDK for Apple platforms
(v11.14.0 or higher) automatically gives your app access to on-device
conversion measurement functionalities. Make sure to use the latest version
of the SDK (at minimum v11.14.0 or higher) and the compatible SDK versions
listed on
[GitHub](https://github.com/googleads/google-ads-on-device-conversion-ios-sdk#version-mapping-with-ga4f-sdk).
Note that modules that were deprecated in v11.14.0 were completely removed in
v12.0.0.

| Target Capabilities | Old module(s) (SDK versions \< 11.14.0) | New module(s) (SDK versions \>= 11.14.0) |
|---|---|---|
| Analytics IDFA On-Device Conversion Measurement (First-Party Data) On-Device Conversion Measurement (Event Data) | N/A | `FirebaseAnalytics` |
| Analytics IDFA | `FirebaseAnalytics` | `FirebaseAnalytics/Core` `FirebaseAnalytics/IdentitySupport` |
| Analytics | `FirebaseAnalytics/WithoutAdIdSupport` (deprecated) | `FirebaseAnalytics/Core` |
| Analytics On-Device Conversion Measurement (First-Party Data) | `FirebaseAnalytics/WithoutAdIdSupport` (deprecated) `FirebaseAnalyticsOnDeviceConversion` (deprecated) | `FirebaseAnalytics/Core` `GoogleAdsOnDeviceConversion`\* |
| Analytics On-Device Conversion Measurement (Event Data) | N/A | `FirebaseAnalytics/Core` `GoogleAdsOnDeviceConversion` |
| Analytics On-Device Conversion Measurement (First-Party Data) On-Device Conversion Measurement (Event Data) | N/A | `FirebaseAnalytics/Core` `GoogleAdsOnDeviceConversion` |
| Analytics IDFA On-Device Conversion Measurement (First-Party Data) | `FirebaseAnalytics` `FirebaseAnalyticsOnDeviceConversion` (deprecated) | `FirebaseAnalytics`\* |
| Analytics IDFA On-Device Conversion Measurement (Event Data) | N/A | `FirebaseAnalytics` |

^**\*** This configuration will include On-Device Conversion Measurement
(Event Data) as well. If needed, you can disable the feature by setting the
value of `GOOGLE_ADS_ON_DEVICE_CONVERSION_EVENT_DATA_ENABLED` to
`NO` (Boolean) in your app's `Info.plist` file.^

## What's next?

Follow along in the step-by-step tutorials:

- On-device conversion measurement [using first-party data](https://firebase.google.com/docs/tutorials/ads-ios-on-device-measurement/index-first-party.md.txt)
- On-device conversion measurement [using event data](https://firebase.google.com/docs/tutorials/ads-ios-on-device-measurement-event-data/index-event-driven.md.txt)