Introducing Google’s Integrated Conversion Measurement (ICM)

The mobile advertising landscape has been steadily reshaped by privacy regulations, platform policy changes, and decreasing access to device identifiers—and the next major update is here. Google has announced Integrated Conversion Measurement (ICM), a new approach to campaign attribution designed to improve reporting accuracy across iOS and Android in mobile measurement partner (App Attribution Partner) reporting interfaces. 

With the rollout beginning now, this blog breaks down what ICM is, what mobile marketers and developers can expect, and how Adjust is here to support next steps.

Integrated Conversion Measurement aims to give advertisers better visibility into the performance of their App campaigns while adhering to privacy requirements. The goal is to improve conversion reporting by enabling “more accurate and comprehensive measurement across iOS and Android” within App Attribution Partners (AAP)—otherwise known as MMP—interfaces. In short, industry-wide developments have made it increasingly difficult to gain comprehensive insight into App campaigns, and ICM is Google’s answer to this problem.

ICM uses privacy-preserving technology such as on-device conversion measurement (ODM2.0) to provide event-level data in environments where traditional identifiers may be limited. This includes iOS 14.5+ users that have not opted-in to App Tracking Transparency (ATT), Android users within the European Economic Area (EEA), and any users who have opted-out of device level tracking. ICM supports both SDK-based and server-to-server integrations.

How ICM strengthens App campaign measurement

Google’s explains the benefits of ICM as follows:

• Expanded cross platform visibility: Delivers real-time, event-level performance data across both iOS and Android and helps fill key reporting gaps.
• Measurement aligned with privacy standards: Utilizes on-device conversion measurement to collect conversion signals, allowing for accurate attribution without device identifiers and with platform restrictions in mind.
• Seamless compatibility with existing measurement stacks: Designed to enhance reporting through supported MMPs and the App Conversion Tracking API, requiring minimal changes for advertisers already integrated with partner platforms.

ICM reporting through Google Ads will be available directly within your Adjust dashboard.

Conversions attributed via ICM will be included in Adjust’s probabilistic attribution tier and cross-network reporting. This means you’ll have direct access to improved reporting for app events from users on iOS 14.5+ who have opted out of app tracking, along with other device-ID restricted cohorts. With this solution, you can gain a clearer picture of how your App campaigns perform and benefit from actionable insights that enable effective optimization of campaigns and better allocation of budgets.

As leaders in next generation mobile measurement, Adjust has consistently remained at the forefront of privacy, platform, and regulatory shifts in the mobile marketing ecosystem, delivering the solutions app marketers and developers need for confident and uninterrupted growth.

You can read more about ICM here, get in touch with your Adjust contact person for more information, or request a demo. We’re happy to help you make the most of this development by getting you started with ICM as soon as possible.