{"id":1616,"date":"2025-10-11T09:34:15","date_gmt":"2025-10-11T09:34:15","guid":{"rendered":"https:\/\/arpubrothers.com\/blog\/?p=1616"},"modified":"2025-10-12T09:06:59","modified_gmt":"2025-10-12T09:06:59","slug":"what-is-google-icm-integrated-conversion-measurement","status":"publish","type":"post","link":"https:\/\/arpubrothers.com\/blog\/what-is-google-icm-integrated-conversion-measurement\/","title":{"rendered":"What is Google ICM (Integrated Conversion Measurement)?"},"content":{"rendered":"<p><strong>What exactly is Integrated Conversion Measurement (ICM)? How does on-device conversion measurement work \u2014 the process of tracking conversions directly on the user\u2019s device? What role do Firebase (GA4) and the On-Device Measurement (ODM) library play in this system? And finally, what steps must advertisers take to implement ICM in their apps and connect it with Google Ads and MMPs (Mobile Measurement Partners)? You\u2019ll find all the answers in the text below.<\/strong><\/p>\n<p>The world of mobile user acquisition is undergoing a fundamental transformation in how campaign effectiveness is measured. Data that for years served as the foundation of performance marketing is no longer freely available.<\/p>\n<p>Increasing privacy regulations (such as GDPR and CCPA) and system-level restrictions have drastically reduced the effectiveness of traditional deterministic attribution methods. User identifiers \u2014 IDFA on iOS and AdID (GAID) on Android \u2014 still exist, but their accessibility is becoming increasingly limited.<\/p>\n<p>The turning point came in 2021 with the introduction of App Tracking Transparency (ATT) in iOS 14.5. Access to IDFA now requires explicit user consent, which only a small percentage of users grant. As a result, marketers have lost the ability to precisely track iOS users. Google is following a similar path \u2014 the Privacy Sandbox for Android is gradually limiting access to AdID, signaling the end of the era of full visibility on that platform as well.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/arpubrothers.com\/blog\/what-is-google-icm-integrated-conversion-measurement\/#The_decline_of_traditional_attribution_how_privacy_is_reshaping_mobile_user_acquisition\" >The decline of traditional attribution: how privacy is reshaping mobile user acquisition?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/arpubrothers.com\/blog\/what-is-google-icm-integrated-conversion-measurement\/#A_new_era_aggregation_modeling_and_probabilistic_attribution\" >A new era: aggregation, modeling, and probabilistic attribution<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/arpubrothers.com\/blog\/what-is-google-icm-integrated-conversion-measurement\/#Probabilistic_attribution_a_new_approach\" >Probabilistic attribution: a new approach<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/arpubrothers.com\/blog\/what-is-google-icm-integrated-conversion-measurement\/#The_waterfall_attribution_model\" >The waterfall attribution model<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/arpubrothers.com\/blog\/what-is-google-icm-integrated-conversion-measurement\/#What_is_Integrated_Conversion_Measurement_ICM\" >What is Integrated Conversion Measurement (ICM)?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/arpubrothers.com\/blog\/what-is-google-icm-integrated-conversion-measurement\/#The_benefits_of_on-device_conversion_measurement\" >The benefits of on-device conversion measurement<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/arpubrothers.com\/blog\/what-is-google-icm-integrated-conversion-measurement\/#How_ICM_works_step_by_step\" >How ICM works step by step?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/arpubrothers.com\/blog\/what-is-google-icm-integrated-conversion-measurement\/#Practical_notes\" >Practical notes<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/arpubrothers.com\/blog\/what-is-google-icm-integrated-conversion-measurement\/#Signals_used_for_verification\" >Signals used for verification<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/arpubrothers.com\/blog\/what-is-google-icm-integrated-conversion-measurement\/#Benefits_of_ICM\" >Benefits of ICM<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/arpubrothers.com\/blog\/what-is-google-icm-integrated-conversion-measurement\/#How_advertisers_can_implement_ICM\" >How advertisers can implement ICM?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/arpubrothers.com\/blog\/what-is-google-icm-integrated-conversion-measurement\/#Why_ICM_is_a_breakthrough\" >Why ICM is a breakthrough?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/arpubrothers.com\/blog\/what-is-google-icm-integrated-conversion-measurement\/#Summary\" >Summary<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_decline_of_traditional_attribution_how_privacy_is_reshaping_mobile_user_acquisition\"><\/span><a id=\"post-1616-_5so73apzeav8\"><\/a><strong>The decline of traditional attribution: how privacy is reshaping mobile user acquisition?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The major industry players have developed their own privacy-compliant measurement frameworks to adapt to the new landscape:<\/p>\n<p><strong>AEM (Aggregated Event Measurement)<\/strong> by Meta \u2013 AEM is a framework introduced by Meta (Facebook) to measure conversions and events in apps and websites running Meta ads, especially after Apple introduced its App Tracking Transparency (ATT) policy in iOS 14.5. AEM enables Meta to collect and report aggregated conversion data even when a user opts out of tracking. It prioritizes selected conversion events while preserving user privacy through aggregation and anonymization.<\/p>\n<p><strong>ADC (Advanced Dedicated Campaigns)<\/strong> \u2013 ADC is a new type of iOS campaign introduced in TikTok Ads, designed to improve iOS ad performance despite privacy limitations such as SKAdNetwork (SKAN). ADC leverages real-time signals (from SANs and in-app user behavior) to enhance ad delivery models, increase conversions, and improve ROAS. <em>(A separate article will cover TikTok\u2019s ADC in detail.)<\/em><\/p>\n<h2><span class=\"ez-toc-section\" id=\"A_new_era_aggregation_modeling_and_probabilistic_attribution\"><\/span><a id=\"post-1616-_u9yjjd1jzkle\"><\/a><strong>A new era: aggregation, modeling, and probabilistic attribution<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Mobile marketers must accept that perfect attribution is a thing of the past. Real-time optimization is giving way to trend-based strategies, testing cycles need to be longer, and creative performance has become increasingly important in a world of limited targeting.<\/p>\n<p>ICM and similar solutions don\u2019t aim to recreate the old world of tracking \u2014 instead, they\u2019re building a new paradigm, where effective marketing and user privacy coexist.<\/p>\n<p>And in 2025, when it comes to attribution on iOS, things are still\u2026 well, a bit chaotic \ud83d\ude42<\/p>\n<div id=\"attachment_1617\" style=\"width: 1410px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1617\" class=\"wp-image-1617\" src=\"https:\/\/arpubrothers.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-1616-1.png\" alt=\"Airbridge MMP \" width=\"1400\" height=\"800\" srcset=\"https:\/\/arpubrothers.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-1616-1.png 1400w, https:\/\/arpubrothers.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-1616-1-300x171.png 300w, https:\/\/arpubrothers.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-1616-1-1024x585.png 1024w, https:\/\/arpubrothers.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-1616-1-768x439.png 768w, https:\/\/arpubrothers.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-1616-1-1240x709.png 1240w, https:\/\/arpubrothers.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-1616-1-860x491.png 860w, https:\/\/arpubrothers.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-1616-1-680x389.png 680w, https:\/\/arpubrothers.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-1616-1-500x286.png 500w, https:\/\/arpubrothers.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-1616-1-400x229.png 400w, https:\/\/arpubrothers.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-1616-1-250x143.png 250w, https:\/\/arpubrothers.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-1616-1-200x114.png 200w, https:\/\/arpubrothers.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-1616-1-100x57.png 100w, https:\/\/arpubrothers.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-1616-1-76x43.png 76w, https:\/\/arpubrothers.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-1616-1-50x29.png 50w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/><p id=\"caption-attachment-1617\" class=\"wp-caption-text\">Airbridge MMP<\/p><\/div>\n<p>In the next part, we\u2019ll take a closer look at how ICM works, the practical benefits of implementing it, and the key preparation steps advertisers should take.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Probabilistic_attribution_a_new_approach\"><\/span><a id=\"post-1616-_dg9j4nlnnbsc\"><\/a><strong>Probabilistic attribution: a new approach<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The advertising industry has responded to these privacy-driven changes with the development of probabilistic attribution.<\/p>\n<p>Unlike deterministic methods, probabilistic models use statistics and machine learning to estimate which touchpointsinfluenced a conversion.<\/p>\n<p>The analysis takes into account data points such as:<\/p>\n<ul>\n<li>IP address,<\/li>\n<li>device type and version,<\/li>\n<li>operating system,<\/li>\n<li>time of interaction,<\/li>\n<li>geographic location,<\/li>\n<li>and user behavior patterns.<\/li>\n<\/ul>\n<p>The model then assigns a probability score to each touchpoint, indicating how much it likely contributed to an app installation or other conversion event.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_waterfall_attribution_model\"><\/span><a id=\"post-1616-_7k5cxw7050ud\"><\/a><strong>The waterfall attribution model<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>App Attribution Partners (AAPs)<\/strong> use what\u2019s known as the <strong>waterfall model<\/strong>, which ranks different types of attribution based on their level of reliability:<\/p>\n<ul>\n<li><strong>Click-based deterministic<\/strong> \u2013 based on identifiers such as IDFA, AdID, gClid, or gBraid<\/li>\n<li><strong>Click-based probabilistic<\/strong> \u2013 clicks matched using indirect data (IP, device type)<\/li>\n<li><strong>View-based deterministic<\/strong> \u2013 impressions linked to the same device identifier<\/li>\n<li><strong>View-based probabilistic<\/strong> \u2013 impressions matched statistically<\/li>\n<li><strong>Organic<\/strong> \u2013 when there isn\u2019t enough data for attribution<\/li>\n<\/ul>\n<p>This hierarchy forms the <strong>standard foundation of modern attribution models<\/strong> \u2014 and it\u2019s exactly what ICM builds upon.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_is_Integrated_Conversion_Measurement_ICM\"><\/span><a id=\"post-1616-_4agpbc5ee1pv\"><\/a><strong>What is Integrated Conversion Measurement (ICM)?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Integrated Conversion Measurement (ICM) is a Google solution designed to improve the measurement of mobile app conversions in environments with limited access to user identifiers.<br \/>\nICM combines both deterministic and probabilistic elements, providing a more complete view of campaign performance.<\/p>\n<p>The system is particularly relevant for iOS 14+ and Android users in the EEA, where traditional user-level tracking is restricted.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_benefits_of_on-device_conversion_measurement\"><\/span><a id=\"post-1616-_6dknso1d4ydu\"><\/a><strong>The benefits of on-device conversion measurement<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>One of the key components of ICM is on-device conversion measurement \u2014 tracking conversions directly on the user\u2019s device.<br \/>\nThis approach allows advertisers to measure app installs and in-app actions such as logins, purchases, or subscriptions in a privacy-compliant way, without sending user identifiers outside the device.<\/p>\n<p>Google currently supports two main variants of this approach:<\/p>\n<ul>\n<li><strong>First-party data\u2013based measurement<\/strong> \u2013 designed for apps where users sign in and share data such as an email address or phone number. These data points are processed locally via the Google Analytics for Firebase (GA4F SDK) and can be used to attribute conversions within a campaign.<\/li>\n<li><strong>Event data\u2013based measurement<\/strong> \u2013 a newer variant in which the system uses anonymized, temporary event signals from the device (such as event time, device type, or operating system). These data are analyzed locally and processed in a way that prevents user identification, ensuring full compliance with privacy regulations.<\/li>\n<\/ul>\n<p>Through this approach, ICM combines attribution accuracy with strong data protection \u2014 without relying on traditional advertising identifiers.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_ICM_works_step_by_step\"><\/span><a id=\"post-1616-_y0ogzgph4gfo\"><\/a><strong>How ICM works step by step?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>1. Ad click, install and app open<br \/>\n<\/strong> The user clicks on a Google App Campaign ad, install and opens the mobile app. At this point, the attribution process begins within ICM, operating in a privacy-safe way without using any user identifiers.<\/p>\n<p><strong>2. Local event registration (Firebase \/ GA4 + ODM)<br \/>\n<\/strong> The app includes <strong>Firebase (GA4)<\/strong> integrated with the <strong>On-Device Measurement (ODM)<\/strong> library. On the device, app events such as first_open, purchase, or subscribe are logged.<br \/>\nAll data are processed locally \u2014 no personally identifiable information (PII) leaves the device.<br \/>\nDuring this process, the ODM library generates an <strong>encrypted token (odm_info)<\/strong> that stores the context of the ad click (e.g., campaign, time, ad format) in an anonymous form.<\/p>\n<p><strong>3. Attribution request (MMP \/ AAP SDK)<br \/>\n<\/strong> When a conversion occurs in the app (for example, an install or purchase), the Mobile Measurement Partner (MMP\/AAP) SDK \u2014 such as AppsFlyer, Adjust, or Airbridge \u2014 sends an attribution request to Google with the event data.<br \/>\nThis request also includes the <strong>odm_info token<\/strong> previously generated by Firebase\/ODM.<\/p>\n<p><strong>4. Google response (Attribution API)<br \/>\n<\/strong> Google analyzes data from ODM and from the MMP to determine whether the conversion belongs to a <strong>Google Ads campaign<\/strong>.<br \/>\nThe system classifies the match type as either:<\/p>\n<ul>\n<li><strong>Deterministic<\/strong> \u2013 when identifiers such as gClid, gBraid, or Play Referrer are available, or<\/li>\n<li><strong>Probabilistic<\/strong> \u2013 when the match relies on anonymized signals such as device model, country, OS version, or timestamp.<br \/>\nGoogle\u2019s response includes parameters like <strong>timestamp<\/strong>, <strong>campaign ID<\/strong>, and <strong>match type<\/strong>.<\/li>\n<\/ul>\n<p><strong>5. Validation and reporting (MMP \/ Firebase)<br \/>\n<\/strong> The <strong>MMP<\/strong> (Appsflyer, Singular, Airbridge, Adjust) validates the data and attributes the conversion to the appropriate Google Ads campaign using <strong>last-touch logic<\/strong>.<br \/>\nMeanwhile, Firebase (GA4) reports conversions in an aggregated and privacy-safe way, and Google Ads uses this data for modeling and Smart Bidding optimization.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Practical_notes\"><\/span><a id=\"post-1616-_o4zf8hryefae\"><\/a><strong>Practical notes<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Implementing ICM requires updating to the latest versions of your attribution partner SDKs and deploying the<strong> GA4F SDK<\/strong> with<strong> ODM<\/strong> support.<br \/>\nThe odm_info token must be correctly passed from the app to the partner (for example, via S2S).<\/li>\n<li>If the partner SDK is blocked for users who have not granted consent, ICM will not attribute conversions \u2014 the odm_info token will not be transmitted.<br \/>\nProbabilistic attribution uses shorter conversion windows, so a minimum of 24 hours is recommended.<\/li>\n<li>For the EEA, UK, and Switzerland, a separate version of ICM (independent of ODM) is planned, scheduled for rollout in Q4 2025.<br \/>\nThe GA4 SDK is required for proper ODM implementation on iOS.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Signals_used_for_verification\"><\/span><a id=\"post-1616-_4jr99dwee06\"><\/a><strong>Signals used for verification<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>ICM leverages a wide range of <strong>technical and contextual signals<\/strong> to increase measurement accuracy, including:<\/p>\n<ul>\n<li>operating system version,<\/li>\n<li>event time (time of day),<\/li>\n<li>device type,<\/li>\n<li>and geographic location.<\/li>\n<\/ul>\n<p>These help Google\u2019s model determine, with high probability, which conversions can be attributed to a given campaign.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Benefits_of_ICM\"><\/span><a id=\"post-1616-_agmbqo956scx\"><\/a><strong>Benefits of ICM<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li><strong>Better conversion representation<\/strong> \u2013 improved visibility in both AAP and Google Ads reports, even for users with limited tracking.<\/li>\n<li><strong>More accurate Cross-Network Attribution (XNA)<\/strong> \u2013 better-quality conversion data within Google Ads.<\/li>\n<li><strong>Event-level and quasi-real-time reporting<\/strong> \u2013 data is available faster than with SKAdNetwork.<\/li>\n<li><strong>Privacy compliance<\/strong> \u2013 ODM ensures that data is processed locally, fully respecting ATT and DMA requirements.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"How_advertisers_can_implement_ICM\"><\/span><a id=\"post-1616-_aqxtp3qfnlo0\"><\/a><strong>How advertisers can implement ICM?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To fully benefit from <strong>Integrated Conversion Measurement (ICM)<\/strong> and achieve more accurate conversion reporting on <strong>iOS and Android<\/strong>, advertisers should follow these steps:<\/p>\n<p>1. <strong>Check availability<\/strong><br \/>\nContact your Google Account Manager to confirm whether ICM is already available in your region.<br \/>\nThe system is currently in beta and is being gradually rolled out to more advertisers.<\/p>\n<p>2. <strong>Update Firebase (GA4 SDK)<\/strong><br \/>\nEnsure that your iOS app uses the latest version of Firebase (GA4), which includes the GoogleAdsOnDeviceConversion (ODM) library.<br \/>\nThis enables local conversion matching without sending user data off the device.<\/p>\n<p>3. <strong>Define your data path<\/strong><\/p>\n<ul>\n<li>First-party data path \u2013 for apps where users sign in (e.g., with an email or phone number). These data are hashed and processed locally, offering the highest match precision.<\/li>\n<li>Event-data path \u2013 for apps that don\u2019t require login. The system uses anonymous event data (e.g., app opens, purchases) for probabilistic conversion matching.<\/li>\n<\/ul>\n<p>4. <strong>Update your attribution partner SDK (AAP\/MMP)<\/strong><br \/>\nInstall the latest SDK provided by your partner (e.g., AppsFlyer, Adjust, Airbridge, Singular, or Tenjin) with ICM support.<\/p>\n<ul>\n<li>Enable probabilistic attribution if required by the partner\u2019s configuration.<br \/>\nAdjust your attribution windows \u2014 the recommended minimum is 24 hours.<\/li>\n<\/ul>\n<p><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/rJoOt6x7QYg?si=OGhrmzLasLshJ7fw\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>5. <strong>Connect Firebase (GA4) with Google Ads<\/strong><br \/>\nMake sure your Firebase and Google Ads accounts are linked to allow conversion imports.<br \/>\nSelect the key events you want to report as conversions, such as:<\/p>\n<ul>\n<li>first_open \u2013 first app launch,<\/li>\n<li>signup \u2013 user registration,<\/li>\n<li>purchase \u2013 in-app purchase or microtransaction,<\/li>\n<li>trial_start \u2013 trial period start.<\/li>\n<\/ul>\n<p>6. <strong>Choose your integration method<\/strong><\/p>\n<ul>\n<li>AAP SDK \u2013 standard integration using the partner SDK update and ODM module.<\/li>\n<li>Server-to-Server (S2S) \u2013 sending the odm_info parameter directly from the app to the partner via API.<\/li>\n<li>App Conversion Tracking API (without AAP) \u2013 developer-side integration using the new API v1.1 (available from June 2025).<\/li>\n<\/ul>\n<p>7. <strong>Keep in mind key technical requirements<\/strong><\/p>\n<ul>\n<li>ICM does not yet cover iOS traffic from the EEA, UK, or Switzerland \u2013 a standalone version (without ODM) is planned for Q4 2025.<\/li>\n<li>The AAP SDK cannot be blocked \u2013 parameters such as odm_info (iOS) and gBraid (Android) must be transmitted even without tracking consent.<\/li>\n<li>The GA4 SDK is required for ODM to function correctly on iOS.<\/li>\n<li>The odm_info token must be properly passed between the app and the partner (e.g., via S2S), otherwise conversions will not be attributed.<\/li>\n<li>Probabilistic attribution operates with shorter conversion windows \u2013 the recommended minimum is 24 hours.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Why_ICM_is_a_breakthrough\"><\/span><a id=\"post-1616-_jolkh8s5pll6\"><\/a><strong>Why ICM is a breakthrough?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>ICM represents a major step toward balancing privacy and measurement efficiency. It combines deterministic data (gClid, gBraid, Play Referrer, AdID) with probabilistic modeling and on-device measurement, providing more accurate reporting while maintaining full compliance with privacy regulations.<\/p>\n<p>Key advantages:<\/p>\n<ul>\n<li>Can be used in Google Ads iOS campaigns, for example for ROAS optimization<\/li>\n<li>Privacy first \u2013 no sharing of IDFA or AdID, full compliance with ATT and DMA<\/li>\n<li>Greater conversion visibility \u2013 recovery of some data lost under <a href=\"https:\/\/arpubrothers.com\/blog\/what-is-skadnetwork\/\" target=\"_blank\" rel=\"noopener\"><strong>SKAdNetwork<\/strong><\/a><\/li>\n<li>Faster reporting \u2013 event-level data available with minimal delay<\/li>\n<li>Flexible integration \u2013 via SDK, S2S, or API, depending on the advertiser\u2019s setup<\/li>\n<li>Future-ready \u2013 ICM prepares the ecosystem for the post-IDFA and Privacy Sandbox era<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Summary\"><\/span><a id=\"post-1616-_yy793llhthx1\"><\/a><strong>Summary<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Integrated Conversion Measurement (ICM) is Google\u2019s new, comprehensive measurement framework for mobile apps that merges deterministic and probabilistic signals to deliver a more complete and privacy-safe view of campaign performance.<\/p>\n<p>ICM enables marketers to:<\/p>\n<ul>\n<li>recover part of the data lost from iOS and Android,<\/li>\n<li>optimize campaigns more effectively for ROAS,<\/li>\n<li>operate in full compliance with privacy regulations.<\/li>\n<\/ul>\n<p>Implementation requires updating SDKs and working closely with an MMP (AAP), but within the coming months, it is expected to become a key measurement standard in the post-IDFA world.<\/p>\n<p>You can read more about ICM <a href=\"https:\/\/support.google.com\/google-ads\/answer\/16203286\">here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What exactly is Integrated Conversion Measurement (ICM)? How does on-device conversion measurement work \u2014 the process of tracking conversions directly on the user\u2019s device? What role do Firebase (GA4) and the On-Device Measurement (ODM) library play in this system? And finally, what steps must advertisers take to implement ICM in their apps and connect it with Google Ads and MMPs (Mobile Measurement Partners)? You\u2019ll find all the answers in the text below. The world of mobile user acquisition is undergoing a fundamental transformation in how campaign effectiveness is measured. Data that for years served as the foundation of performance marketing [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1618,"comment_status":"closed","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[284,283,282,285,280,281,111,101,102],"class_list":["post-1616","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-user-acquisition","tag-advanced-dedicated-campaigns","tag-aggregated-event-measurement","tag-firebase-ga4","tag-googleadsondeviceconversion","tag-odm","tag-on-device-measurement","tag-skadnetwork","tag-skan-3-0","tag-skan-4-0"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is Google ICM (Integrated Conversion Measurement)?<\/title>\n<meta name=\"description\" content=\"Google ICM (Integrated Conversion Measurement) redefines mobile attribution, combining 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