Google's Integrated Conversion Measurement explained

iOS measurement is now fragmented across multiple frameworks, and Google’s Integrated Conversion Measurement solution is quickly becoming a critical piece of the puzzle for running campaigns on Google Ads.

Understanding how Google's Integrated Conversion Measurement fits into your broader iOS strategy is critical to driving performance. What does Google's Integrated Conversion Measurement actually measure? How is it different from SKAdNetwork? And how should it influence optimization, reporting, and decision-making?

In this live session recording, experts from Singular, Google, and Lyft break down Google's Integrated Conversion Measurement and show exactly how to use it to run smarter iOS campaigns.

What we covered:

• What Google's ICM solution is, why it exists, and where it fits in today’s iOS privacy landscape
  

• How ICM works, including the signals behind it and how marketers should interpret reported conversions

• What a strong ICM implementation looks like across Google Ads and your MMP

• Common discrepancies marketers may see between ICM and other reporting sources, and how to interpret them effectively