In the past year alone, the mobile advertising ecosystem has seen seismic shifts in how we attribute and measure conversions. Google’s recent announcement of Integrated Conversion Measurement (ICM) marks another major milestone — and possibly a turning point.
If you’re responsible for marketing strategies and trying to make sense of this rapidly evolving space, you’re not alone. Let’s break down what ICM is, why it matters, and how it fits into the broader narrative that includes solutions like Meta’s Aggregate Event Measurement (AEM) and Branch’s Predictive Aggregate Measurement (PAM).
What is Integrated Conversion Measurement?
Integrated Conversion Measurement (ICM) is Google’s latest solution aimed at enhanced conversion tracking and optimization for App campaigns across both Android and iOS platforms. As platform and regulatory changes have made it more challenging to understand the full impact and performance of App campaigns, ICM addresses these challenges by offering more accurate and comprehensive cross-channel attribution in MMP reporting.
ICM provides several key benefits:
- Enhanced reporting across iOS & Android: ICM enables real-time and event data reporting of campaign performance. On iOS, it offers improved reporting for mobile app conversions from iOS 14+ users. On Android, it enhances reporting for mobile app conversions from users in the European Economic Area (EEA) or when a user opts out of device-level permissions.
- Privacy-preserving techniques: Incorporates innovative technologies, such as on-device conversion measurement (ODM), to improve measurement accuracy, all without compromising user privacy.
- Flexible integrations: ICM integrates reporting improvements for advertisers using third-party App Attribution Partners, like Branch, and for those utilizing the App Conversion Tracking API for attribution.
Why ICM matters
Historically, Google Ads-driven, opted-out installs have been a visibility black hole. Advertisers have long struggled to understand how clicks on app-based ad inventory drive conversion actions on mobile especially under newer privacy regulations and platform policies (ATT).
ICM represents a new default future — one where deterministic, user-data level is no longer feasible at scale. And Google is signaling that measurement must evolve or die.
This isn’t just a technical update. It’s a continuation of the fundamental rethinking of how performance marketing is measured:
- From people-based to aggregated attribution
- From deterministic to probabilistic and predictive models
- From granular user journeys to privacy-preserving conversion modeling
How it works compared to Meta AEM and Branch PAM
ICM isn’t launching into a vacuum. Let’s look at how it stacks up against other major attribution shifts:
| Solution | Channel | Coverage | Approach |
|---|---|---|---|
| Meta AEM | Meta | Attribution under iOS ATT | Modeled and aggregate identifiers |
| Google ICM | Attribution under iOS ATT, iOS & Android EEA/DMA | Probabilistic, modeled, aggregate identifiers, and on-device tech | |
| Branch PAM | All | Attribution in signal-limited environments | Modeled and aggregate identifiers |
While each solves different facets of the attribution problem, they’re all part of the same larger trend: modeled measurement is becoming the norm.
Branch’s PAM plays a critical role here by extending attribution beyond the SANs. Where ICM or AEM might capture one part of the journey, PAM helps stitch the broader story together across all marketing channels.
Mobile attribution has changed — Here’s the timeline
Mobile attribution milestone timeline
Below is a quick view of just how much has changed in the last ~20 months:
| Date | Event |
|---|---|
| Aug 2023 | Googles launches GBRAID for MMP Reengagement Coverage |
| Jul 2024 | Meta launches MMP coverage for Aggregate Event Measurement for Reengagement |
| Oct 2024 | Branch introduces PAM — expanding privacy preserving coverage for opted-out users outside of the SANs |
| Nov 2024 | Meta launches MMP coverage for Aggregate Event Measurement on Acquisition Campaigns |
| May 2025 | Google announces ICM — expanding coverage to Acquisition |
How to start planning for ICM now
- Invest in cross-channel attribution tools: ICM will help, but only within the Google ecosystem. You need complementary solutions (like PAM) to analyze influence across TikTok, Snap, CTV, and more.
- Branch will automatically support and begin reporting on ICM upon Google’s rollout.
- To get the latest performance benefits from on-device conversion measurement, update to the latest iOS SDK v3.11.0 to support integration with ODM.
- Rethink KPIs: You’ll increasingly rely on aggregated and modeled data. Build trust in your modeled results now, so you’re not left scrambling.
Final thoughts
Google’s ICM isn’t just another adtech acronym. It’s a signpost for where mobile attribution and metrics are going: privacy-forward, aggregated, and increasingly predictive. Paired with tools like Meta AEM and Branch PAM, it paints a picture of a new attribution era that demands both technical flexibility and strategic foresight.
The marketers who thrive in this new era won’t be those chasing perfect data. They’ll be the ones adapting fastest to imperfect but actionable insights.
Have questions about mobile attribution? We’re here to help.