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Automatically collected user properties

As long as you use the Firebase SDK, you don't need to write any additional code to collect a number of user properties automatically. All of these user properties are available for use in Audience conditions, and some of them are also available as general report filters. Note that for iOS apps, the app must collect IDFA (i.e., add the AdSupport framework to the project) in order to  automatically collect  the Age, Gender, and Interests user properties.

For iOS apps, the app must collect IDFA in order to automatically collect 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 microseconds, 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).

Where Firebase Analytics gets demographics and interests data

Firebase Analytics collects demographics and interests data from the following sources:

  • The Android Advertising ID. Applies to app activity only. When you use the Firebase Analytics tracking code in an Android app, Firebase Analytics generates an identifier based on the ID that includes demographic and interest information associated with users’ app activity.
  • The iOS Identifier for Advertisers (IDFA). Applies to app activity only. When you use the Firebase Analytics tracking code in an iOS app to collect the IDFA, Firebase Analytics generates an identifier based on the IDFA that includes demographic and interest information associated with users’ app activity.

When the Device Advertising ID is not present, Firebase Analytics cannot collect demographics and interests information. Consequently, demographics and interests data may only be available for a subset of your users, and may not represent the overall composition of your traffic.

Data thresholds

Thresholds are applied to prevent anyone viewing a report from inferring the demographics or interests of individual users. When a report contains Age, Gender, or Interests, a threshold may be applied and some data may be withheld from the report. For example, if there are fewer than N instances of Gender=male in a report, then data for the male value may be withheld.

If a threshold has been applied to a report, you will see a notice.

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