Introducing ICM: Google Ads' New Solution to Bridge the Attribution Gap

As privacy regulations tighten and access to device identifiers like IDFA and GAID continues to decline, advertisers are facing major blind spots in their performance data, especially on iOS and in privacy-sensitive markets such as the European Economic Area (EEA).

To help marketers regain visibility into campaign performance while staying compliant, Google Ads has introduced Integrated Conversion Measurement (ICM)—a new privacy-forward attribution solution designed to deliver accurate, cross-platform insights without relying on personal identifiers.

What Is Integrated Conversion Measurement (ICM)?

ICM is Google’s latest innovation in mobile attribution. Built in collaboration with App Attribution Partners, it enables event-level conversion tracking without the need for device identifiers like IDFA or GAID. Instead, it uses on-device signals—such as ad interactions and in-app events—to model conversions in a privacy-safe manner.

ICM addresses two of the most pressing attribution challenges:

• Limited Attribution on iOS Without IDFA
  With Apple’s App Tracking Transparency (ATT) framework, IDFA access is restricted. ICM solves this by using privacy-preserving, on-device modeling to link ad interactions with conversions, without collecting personal data. Results are aggregated and anonymized, giving advertisers a clearer picture of iOS performance while safeguarding user privacy.

• Gaps in Android Attribution as GAID Fades
  As Android moves toward more restrictive identifier usage, ICM ensures accurate attribution even when GAID is unavailable. It complies with global privacy standards like GDPR by avoiding the use of personal identifiers, making it especially useful in sensitive regions.

Key Benefits of ICM

• Cross-Platform Attribution Coverage
  ICM restores visibility across platforms, helping advertisers track previously unmeasurable conversions on both iOS and Android.

• Privacy-First Architecture
  Attribution is processed directly on the user’s device, with no collection of personally identifiable information. Only aggregated, de-identified data is returned, ensuring both compliance and performance clarity.

• Flexible Integration Options
  ICM supports a range of integration methods, including third-party SDKs and server-to-server (S2S) APIs, allowing advertisers to adapt ICM to their existing tech stack.

SolarEngine + ICM: What to Expect

Starting in June, Google will roll out ICM in phases, and SolarEngine is fully aligned to support this launch. As Google Ads’ ICM becomes available, SolarEngine will provide seamless integration and hands-on support to help you leverage this solution to its full potential.

Why It Matters for You

• Bridge attribution gaps caused by privacy restrictions and track conversions from users who were previously invisible.

• Access real-time performance signals and combine them with SolarEngine’s analytics to map the complete user journey—from acquisition to conversion.

• Make smarter, data-driven decisions with restored visibility and compliance-ready measurement.

At SolarEngine, we’re committed to staying ahead of the curve as attribution evolves. We’ll continue working closely with Google to ensure our partners benefit from accurate, privacy-safe, and actionable insights, empowering you to grow with confidence in a privacy-first world.