Understanding iOS App campaign measurement and reporting

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
Key differences in iOS App campaign reporting
Keep in mind

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.
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	Event level data, informed by IDFA, On-device measurement (ODM), and SKAdNetwork when appropriate. Subject to delays up to 5 days. Includes Click-through conversions (CTCs) and Engaged-view conversions (EVCs), but not View-through conversions (VTCs). Available for all users including those in the European Economic Area (EEA), United Kingdom, and Switzerland.	Granular, event level data informed by IDFA and On-device measurement (ODM) with event data. More real time attribution (outside of some AAP level delays in some regions). Includes CTCs and EVCs, but not VTCs. Provides a view of Google's contribution in a cross-network context.	Aggregated data that is subject to conversion value limitations (only 64 possible values) and predefined activity windows. Subject to variable delays. Includes CTCs, EVCs, and VTCs. Available for all users including those in the European Economic Area (EEA), United Kingdom, and Switzerland.
Install lookback window	CTC default: Configurable (30 days) EVC default: Configurable (2 days) VTC: Not included	EVC or CTC default: Configurable in AAP UI except AppsFlyer (6 hours to 30 days) VTC: Not included	CTC default: Configurable (30 days) EVC default: Unconfigurable (30 days) VTC: Configurable (1 day)
Recommended for	Advertisers who haven’t implemented Integrated Conversion Measurement (ICM).	Advertisers who have implemented Integrated Conversion Measurement (ICM).	Advertisers who haven’t implemented Integrated Conversion Measurement (ICM).

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.

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Understanding iOS App campaign measurement and reporting

iOS measurement options

Key differences in iOS App campaign reporting

Keep in mind

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