Aspects of technology described herein relate to guiding collection of ultrasound data collection using motion and/or orientation data. A directional indicator corresponding to an instruction for moving an ultrasound imaging device relative to a subject may be displayed in an augmented reality display. The direction of the directional indicator in the augmented reality display may be independent of an orientation of the ultrasound imaging device. The augmented reality display may include video captured by a camera that depicts the ultrasound imaging device and a fiducial marker on the ultrasound imaging device. The direction of the directional indicator may be based on the pose of the camera relative to the fiducial marker and the rotation and/or tilt of the ultrasound imaging device relative to the axis of gravity. The direction of the directional indicator may also be based on the pose of the camera relative to the subject.