Integration Conversion Measurement | Google x Adjust | Adjust

Summary

Google's Integrated Conversion Measurement (ICM) addresses the challenge of accurate app campaign attribution amid increasing privacy restrictions and declining device identifiers. ICM leverages on-device conversion measurement (ODM 2.0) to deliver event-level performance data for users who have opted out of tracking or reside in restricted regions, including iOS 14.5+ users with ATT opt-out, Android users in the EEA, and any users who opt out of device-level tracking. This privacy-preserving technology enables real-time, cross-platform visibility across iOS and Android, helping fill reporting gaps that have emerged due to platform policy changes.

ICM supports both SDK-based and server-to-server integrations, ensuring compatibility with existing measurement stacks through MMPs (like Adjust) and the App Conversion Tracking API. Key benefits include expanded cross-platform visibility, measurement aligned with privacy standards, and seamless compatibility with current setups. For decision-makers, ICM provides actionable insights to optimize campaigns and allocate budgets more effectively, with minimal integration changes required.

Adjust will incorporate ICM-attributed conversions into its probabilistic attribution tier and cross-network reporting, offering advertisers direct access to improved reporting for restricted user cohorts. This development is a strategic response to the evolving privacy landscape, enabling continued growth and confident campaign measurement.