When conversions happen cross-device
Cross-device conversions are modelled to account for users who start their journey on one device with an ad interaction and complete the conversion on another. Learn more about cross-device conversions
For conversion values, we use the values from your observed conversions to predict the value of a modelled conversion. Learn more about attribution models and conversion value
When cookies are limited or not allowed
Conversion modelling can be used under specific conditions in the following situations:
- If conversions can’t be measured because cookies aren’t allowed by browsers or have limited time windows, conversions are modelled based on your websites’ traffic. Learn how to improve modelling by upgrading to the Google tag and using enhanced conversions.
- When countries require consent to use cookies for advertising activities. When advertisers use consent mode, they can modify their tags to provide the necessary signals for Google to apply modelling to account for unconsented users.
When device IDs aren’t available
If conversion journeys including apps can't be measured because device IDs aren't allowed (e.g. on ATT-impacted traffic), conversions are modelled based on your consented or historical mobile traffic, platform APIs like SKAdNetwork, and aggregate identifiers. Learn more about Apple’s App Tracking Transparency (ATT) policy. For unconsented users, we don’t use the IDFA. Instead, we use aggregate identifiers and modelling to provide the best picture.
A note about SKAdNetwork: The Google Analytics for Firebase SDK supports conversion tracking using Apple's SKAdNetwork and lets Google and participating third-party advertisers attribute an app install even when the IDFA is not available. The SDK automatically integrates with SKAdNetwork, Apple’s framework for install conversion measurement that adheres to the new privacy measures. Using Google Analytics for Firebase automatically registers your apps for SKAdNetwork attribution so you can measure 'first open' conversions. Learn more about best practices for iOS app campaigns
