Using ICM for Improved 3P Reporting

Why It Matters

ICM restores visibility into iOS campaign performance, letting marketers optimize spend and scale while respecting user privacy, a critical advantage in the post‑ATT advertising landscape.

Key Takeaways

• ICM provides real‑time, event‑level attribution for iOS campaigns.
• Uses on‑device conversion measurement preserving user privacy strictly.
• Early adopters saw installs increase up to six‑fold, cost per install drop.
• Requires Google Ads, Firebase SDK, partner SDK, and probabilistic attribution.
• Dashboard will show doubled installs, reflecting recovered previously missed conversions.

Summary

Google introduced Integrated Conversion Measurement (ICM), a privacy‑preserving on‑device solution that feeds more accurate iOS install and conversion data into third‑party attribution dashboards.

ICM leverages event‑level data from the latest Firebase SDK and a probabilistic attribution layer to recover conversions lost under Apple’s SKAdNetwork restrictions, delivering real‑time, deterministic and non‑deterministic metrics.

Early pilots reported dramatic lifts—one driver‑education app saw installs rise 138‑fold and subscription revenue up 50‑fold while cutting CPI by 97%; another publisher logged six‑times more installs and an 80% CPI reduction.

For advertisers, the immediate effect is a higher install count in reporting dashboards, enabling better budget allocation and scaling on iOS; the approach also aligns with privacy regulations, positioning Google as a compliant measurement partner.

Original Description

In this video, we’ll walk you through how Google’s Integrated Conversion Measurement (ICM) solution enables more accurate, granular attribution for your iOS App campaigns.

We’ll cover:

- An overview of Integrated Conversion Measurement (ICM) and how it works

- Real-world results

- Steps to get started and how to interpret your reporting

𝗪𝗮𝘁𝗰𝗵 𝘁𝗵𝗲 𝗳𝘂𝗹𝗹 𝘀𝗲𝗿𝗶𝗲𝘀: Be sure to watch our other videos in this series to learn about other key iOS measurement frameworks and our latest strategies to maximize performance → https://www.youtube.com/playlist?list=PL9piTIvKJnJM383Cp5bSNjOGu1ec7OAIu

𝗙𝘂𝗿𝘁𝗵𝗲𝗿 𝗿𝗲𝗮𝗱𝗶𝗻𝗴:

Check out our latest iOS best practice guide for deeper insights → https://business.google.com/us/accelerate/resources/articles/drive-better-performance-and-measurement-for-ios-app-campaigns/

Learn more about Integrated Conversion Measurement → https://support.google.com/google-ads/answer/16203286

0:42 - Agenda

0:53 - Overview of Integrated Conversion Measurement

1:30 - How it works

2:12 - Example results

2:49 - Getting started

4:37 - Recap