Measurement on iOS has changed a lot over the past few years. With stronger privacy rules and new limits on data sharing, Google is rolling out on-device conversion measurement to keep performance tracking accurate while protecting user privacy. This update enables accurate tracking without sending any user identifiers off the device.
Inside Google’s On-Device Conversion Approach
Google’s on-device conversion measurement is designed to keep iOS campaign tracking accurate while meeting Apple’s privacy standards. Instead of relying on identifiers that leave the device, conversion data is now processed and verified locally.
When an ad leads to a conversion, the device records and confirms the event before sharing only aggregated, privacy-safe results with Google Ads. This approach gives developers reliable insight into installs and in-app actions without depending on cross-environment tracking or IDFA access. It’s a more privacy-conscious way to measure performance while keeping visibility into key campaign metrics.
How This Affects Campaign Measurement
For developers, this update means more consistent and privacy-safe attribution on iOS without needing workarounds or manual adjustments. Campaign insights stay accurate even as Apple’s privacy policies evolve. For marketers, it helps preserve key performance signals, like installs and in-app events, so budget and creative decisions can still be data-driven.
By keeping conversion data on the device, Google is making it easier to adapt to privacy-first measurement without sacrificing performance insight. This is a step toward balancing user trust with the need for reliable app campaign reporting.
Reliable Insights for Developers
On-device conversion measurement provides developers with accurate and privacy-safe insights into iOS app campaigns. Properly defining conversion events and keeping apps up to date ensures reporting stays reliable. This gives teams a clear view of user behavior and the data needed to optimize campaigns effectively. The update strikes a balance between respecting user privacy and maintaining actionable performance metrics.
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