Various reporting methodologies, such as Google Ads Modeled Conversion Reporting, Integrated Conversion Measurement (ICM) in AAP Probabilistic Reporting, and SKAdNetwork, help advertisers assess iOS campaign performance while respecting user privacy. The table below outlines the differences between each measurement solution to help you determine which option best suits your needs.
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iOS measurement options
- Google Ads Modeled Conversions: Uses advanced Google modeling to estimate event level performance, ensuring comprehensive coverage for all users globally, including the European Economic Area (EEA), United Kingdom, and Switzerland. You'll find this data directly within the Campaigns and Ad groups tables in Google Ads.
Note: iOS measurement in Google Ads will change in the future to align closer with ICM measurement in App Attribution Partners for apps with ICM and on-device measurement event data implemented.
- Integrated Conversion Measurement (ICM): Offers granular, real-time event level data, providing a view of Google's contribution in a cross network context. Access is available through your App Attribution Partners’ (AAP) UI. Learn more About Integrated Conversion Measurement for App Campaigns.
- Note: This data isn't available in Google Ads reporting today.
- Apple’s SKAdNetwork: Helps App advertisers measure their ad activity on an aggregate level across multiple networks. Data can be found in your AAP or BI reports.
- Note: Only SKAdNetwork installs are reported in Google Ads through the dedicated SKAdNetwork report.
Key differences in iOS App campaign reporting
| Google Ads Modeled Conversions | Integrated Conversion Measurement (ICM) in AAP Probabilistic Reporting | SKAdNetwork | |
|---|---|---|---|
| Reporting details |
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| Install lookback window |
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| Redownload definition |
Subject to configured options on what constitutes a redownload versus new install which may also lead to discrepancies across reports. |
Utilizes a specific, non-configurable definition of a redownload. |
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| Recommended for |
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Note: It’s recommended that you wait the full length of the conversion window before assessing campaign performance.
Keep in mind
- Your choice of reporting solution depends on your implementation status. You can use ICM in AAP Probabilistic Reporting if you've implemented ICM, as it provides granular, event level data and a cross network view. If you haven't implemented ICM, you should rely on either Google Ads Modeled conversion reporting available in the Google Ads UI or SKAdNetwork reports in AAP or your BI system.
- This information is only applicable for App campaigns for installs (ACi), as App campaigns for engagement (ACe) don't use modeling capabilities.
