Web2App · Published 2025-05-27 · 2 min read
Google ICM: a new conversion tracking technology
Google is launching ICM, a new technology for tracking conversions in apps.
Google is rolling out Integrated Conversion Measurement (ICM), a solution for accurate attribution in iOS and Android apps. Deployment starts in May 2025.
Why this matters
Google Ads currently has two campaign types
- UAC (apps) — attribution of 10–20%.
- Web (site) — attribution of 70%.
Low attribution in UAC gets in the way of campaign learning, especially on small budgets. ICM is meant to fix that by giving UAC the same signals that web campaigns already have.
How it is implemented
Google uses an on-device API
«Call the on-device measurement API with the email or phone number data you gathered.» «This update will incorporate additional signals, such as IP addresses.»
In essence this is an analogue of probabilistic matching, similar to Meta AEM (Advanced Event Matching).
What you need to do
- If you use Firebase, update to version 11.14.0 and wait for the feature to be activated.
- If you are on AppsFlyer or Adjust, write to support after the release — the integration will work out of the box.
Where it does not work. ICM will be disabled in the EEA, the United Kingdom and Switzerland, for GDPR compliance.
What about ATT and SKAdNetwork? Google is the last major player whose UAC is still not adapted to ATT. ICM is an attempt to catch up with web campaigns and Meta AEM without breaking Apple's policies.
Availability. Right now ICM is only in closed beta, for participants in Google's acceleration programmes. Rumour has it that no new participants are being admitted, but the list may expand if the release slips.
Is Web2App dead? Probably not. As with Meta (Web versus AEM), Google will develop both models in parallel. These are alternative auctions, and each has its place in a UA strategy.