A device orientation calibration system to perform operations that include: accessing inertial measurement unit (IMU) data generated by an IMU mounted upon an object that corresponds with a first reference frame, the IMU data indicating a second reference frame that comprises a Z-axis, a Y-axis, and an X-axis; performing a calibration of the IMU data to align the second reference frame of the IMU with the first reference frame of the object, the performing the calibration comprising: determining a gravitational vector based on a first portion of the IMU data; applying a first rotation to the IMU data to align the Z-axis of the second reference frame with the gravitational vector; determining a forward motion vector based on a second portion of the IMU data; and applying a second rotation to the IMU data to align the X-axis of the second reference frame with the forward motion vector.