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Turn on user metrics for your apps

Unlock additional data to guide your monetization strategy with #usermetrics

Turning on user metrics will give you access to new data and powerful reports, such as the User Activity report, that may help inform your monetization strategy. 

AdMob will begin reporting on sessions per user, session duration, ad exposure per session, daily active users (DAU), and more. Over time, as user metrics evolve, additional metrics and report types will become available.

Example of a user metrics card in Ad Mob reports.

Turn on user metrics for your app

Note: Before enabling user metrics, you must install Google Mobile Ads SDK version 18.1.0+ for Android or 7.44+ for iOS

You can turn on user metrics when you set up your app in AdMob. If you didn’t turn user metrics on during set up, use the following instructions to turn on user metrics for your app:

  1. Sign in to your AdMob account at
  2. Click Settings in the sidebar.
  3. Click the Linked services tab. 
  4. Next to the app, click the User metrics toggle to turn it on.
  5. Click Turn on.
Note: Typically, it takes about an hour for data to appear in the user metrics card, but it may take up to 48 hours. During this time, you’ll find In progress next to the user metrics toggle. 

Data usage

In order to provide accurate measurements, the Google Mobile Ads SDK will begin sending events at app start. Data will be collected automatically but will not be further processed for reporting or ad serving unless you decide to enable user metrics functionality in the AdMob front end.

You may need to take action before sending data to Google. For example, if you have users in the European Economic Area (EEA) or the UK, please take the opportunity to review your EU consent implementation, the Google EU User Consent Policy and the corresponding Google Mobile Ads SDK developer docs. The SDK includes functionality that allows you to delay sending events (Android, iOS) until you initialize the SDK.

Google uses aggregated app- and ad-event data for the overall benefit of its advertising systems. For example, aggregated data helps advertisers match their ads to apps and improves the overall quality and accuracy of Google’s ad serving. 

Note: To opt out of user metrics, follow the instructions in Turn off user metrics for your apps.

Link your apps to Firebase 

Once user metrics is on, you can link your AdMob app(s) to Firebase so that you can use your linked Google Analytics account data in AdMob. To use your Google Analytics or Google Analytics for Firebase data in AdMob, your Firebase project must be linked to your Google Analytics or Google Analytics for Firebase account. 

Learn more about the benefits of using Firebase and Google Analytics

By linking AdMob to Firebase, your Google Analytics for Firebase data will be available to AdMob independent of your Google Analytics for Firebase Data Sharing Settings. This allows your Analytics data to flow to AdMob to enhance product features and improve app monetization.

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