Reports

Automatically collected user properties

As long as you use the Google Mobile Ads SDK, you don't need to write any additional code to collect a number of user properties automatically. While these properties may not be visible in AdMob reporting, they will be available upon linking to Firebase. In Firebase, all of these user properties are available for use in Audience conditions, and some of them are also available as general report filters.

For iOS apps, the app must collect IDFA in order to automatically derive the Age, Gender, and Interests properties.
User property Type Description
Age Text Identifies users by six categories: 18-24, 25-34, 35-44, 45-54, 55-64, and 65+.
App Store Text The store from which the app was downloaded and installed.
App Version Text The versionName (Android) or the Bundle version (iOS).
Country Text The country the user resides in.
Device Brand Text The brand name of the mobile device (e.g., Motorola, LG, or Samsung).
Device Category Text The category of the mobile device (e.g., mobile or tablet).
Device Model Text The mobile device model name (e.g., iPhone 5s or SM-J500M).
First Open Time Number The time (in milliseconds, UTC) at which the user first opened the app, rounded up to the next hour.
Gender Text Identifies users as either male or female.
Interests Text Lists the interests of the user (e.g., "Arts & Entertainment, Games, Sports").
Language Text The language setting of the device OS (e.g., en-us or pt-br).
New/Established N/A New: First opened the app within the last 7 days.
Established: First opened the app more than 7 days ago.
OS Version Text The version of the device OS (e.g., 9.3.2 or 5.1.1).
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