Branch is the linking and measurement partner for growth-focused teams, trusted to maximize the value of their evolving digital strategies. World-class brands like Instacart, Western Union, NBCUniversal, ZocDoc and Sephora rely on Branch to acquire users, retain customers and drive more conversions. Branch has raised more than $667M from investors such as NEA, Founders Fund, and Playground Ventures and is headquartered in Palo Alto, CA and with offices around the globe. https://www.branch.io/
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Google Confirms It: Conversion Attribution Has Evolved
In the past year alone, the mobile advertising ecosystem has seen seismic shifts in how we attribute and measure conversions. Google’s recent announcement of Integrated Conversion Measurement (ICM) marks another major milestone — and possibly a turning point.
If you’re responsible for marketing strategies and trying to make sense of this rapidly evolving space, you’re not alone. Let’s break down what ICM is, why it matters, and how it fits into the broader narrative that includes solutions like Meta’s Aggregate Event Measurement (AEM) and Branch’s Predictive Aggregate Measurement (PAM).
What is Integrated Conversion Measurement?
Integrated Conversion Measurement (ICM) is Google’s latest solution aimed at enhanced conversion tracking and optimization for App campaigns across both Android and iOS platforms. As platform and regulatory changes have made it more challenging to understand the full impact and performance of App campaigns, ICM addresses these challenges by offering more accurate and comprehensive cross-channel attribution in MMP reporting.
ICM provides several key benefits:
Enhanced reporting across iOS & Android: ICM enables real-time and event data reporting of campaign performance. On iOS, it offers improved reporting for mobile app conversions from iOS 14+ users. On Android, it enhances reporting for mobile app conversions from users in the European Economic Area (EEA) or when a user opts out of device-level permissions.
Privacy-preserving techniques: Incorporates innovative technologies, such as on-device conversion measurement (ODM), to improve measurement accuracy, all without compromising user privacy.
Flexible integrations: ICM integrates reporting improvements for advertisers using third-party App Attribution Partners, like Branch, and for those utilizing the App Conversion Tracking API for attribution.
Why ICM matters
Historically, Google Ads-driven, opted-out installs have been a visibility black hole. Advertisers have long struggled to understand how clicks on app-based ad inventory drive conversion actions on mobile especially under newer privacy regulations and platform policies (ATT).
ICM represents a new default future — one where deterministic, user-data level is no longer feasible at scale. And Google is signaling that measurement must evolve or die.
This isn’t just a technical update. It’s a continuation of the fundamental rethinking of how performance marketing is measured:
From people-based to aggregated attribution
From deterministic to probabilistic and predictive models
From granular user journeys to privacy-preserving conversion modeling
How it works compared to Meta AEM and Branch PAM
ICM isn’t launching into a vacuum. Let’s look at how it stacks up against other major attribution shifts:SolutionChannelCoverageApproachMeta AEMMetaAttribution under iOS ATTModeled and aggregate identifiersGoogle ICMGoogleAttribution under iOS ATT, iOS & Android EEA/DMAProbabilistic, modeled, aggregate identifiers, and on-device techBranch PAMAllAttribution in signal-limited environmentsModeled and aggregate identifiers
While each solves different facets of the attribution problem, they’re all part of the same larger trend: modeled measurement is becoming the norm.
Branch’s PAM plays a critical role here by extending attribution beyond the SANs. Where ICM or AEM might capture one part of the journey, PAM helps stitch the broader story together across all marketing channels.
Mobile attribution has changed — Here’s the timeline
Mobile attribution milestone timeline
Below is a quick view of just how much has changed in the last ~20 months:DateEventAug 2023Googles launches GBRAID for MMP Reengagement CoverageJul 2024Meta launches MMP coverage for Aggregate Event Measurement for ReengagementOct 2024Branch introduces PAM — expanding privacy preserving coverage for opted-out users outside of the SANsNov 2024Meta launches MMP coverage for Aggregate Event Measurement on Acquisition CampaignsMay 2025Google announces ICM — expanding coverage to Acquisition
How to start planning for ICM now
Invest in cross-channel attribution tools: ICM will help, but only within the Google ecosystem. You need complementary solutions (like PAM) to analyze influence across TikTok, Snap, CTV, and more.
Branch will automatically support and begin reporting on ICM upon Google’s rollout.
To get the latest performance benefits from on-device conversion measurement, update to the latest iOS SDK v3.11.0 to support integration with ODM.
Rethink KPIs: You’ll increasingly rely on aggregated and modeled data. Build trust in your modeled results now, so you’re not left scrambling.
Final thoughts
Google’s ICM isn’t just another adtech acronym. It’s a signpost for where mobile attribution and metrics are going: privacy-forward, aggregated, and increasingly predictive. Paired with tools like Meta AEM and Branch PAM, it paints a picture of a new attribution era that demands both technical flexibility and strategic foresight.
The marketers who thrive in this new era won’t be those chasing perfect data. They’ll be the ones adapting fastest to imperfect but actionable insights.
Have questions about mobile attribution? We’re here to help.
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A Mobile Measurement Partner (MMP) is a crucial tool for businesses looking to track and optimize their mobile marketing campaigns. Branch provides an in-depth guide on how MMPs help marketers attribute app installs, analyze user behavior, and measure campaign performance across multiple channels. By leveraging an MMP, businesses can gain actionable insights, reduce ad fraud, and improve return on investment. This guide explains the role of MMPs, their key features, and how they integrate with various advertising platforms to provide accurate and transparent attribution, making them essential for data-driven mobile growth strategies. Visit here:
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Boosting Revenue and Efficiency in Healthcare Through Mobile Apps
Mobile apps have fundamentally transformed the way healthcare enterprises interact with customers. Thanks to apps, healthcare services are more accessible than ever. Forward-thinking healthcare organizations are leveraging Branch’s mobile linking and measurement solutions to unlock new opportunities for improved customer experiences and operational efficiencies while driving compliance.
Driving revenue growth
Apps are pivotal in connecting healthcare platforms and their users, ensuring effortless access to revenue-generating services like appointment scheduling and telehealth consultations. Apps not only enhance user engagement but also drive higher conversion and retention rates, as well as increased usage of ancillary services, thereby boosting users’ overall lifetime value (LTV).
Incorporating deep linking strategies across various digital touchpoints enables healthcare enterprises to guide users directly to specific features within the app. This amplifies the effectiveness of reengagement efforts and drives enhanced monetization opportunities.
With features ranging from virtual consultations to real-time patient monitoring and claims processing, a well-crafted mobile strategy not only enhances user satisfaction but also catalyzes additional revenue generation.
Enhancing user experience
It’s one thing to understand the impact of mobile apps and another to execute and deliver seamless mobile experiences. Apps enable organizations to own real estate on their users’ phones, and deep links maximize the value of apps for healthcare enterprises by taking users directly to in-app features that can simplify their experience or enable self-service.
Branch empowers healthcare enterprises to direct users to specific app content from campaigns like an email or QR code, allowing users to easily book appointments, check in online, and manage their health information with a single tap. By automatically logging in users with saved credentials, match-guaranteed deep links streamline the booking process, making meaningful engagement with the app easy and seamless.
Branch offers the industry’s most reliable and scalable linking as well as solutions to drive in-app actions and engagement from every digital touchpoint. From quick links, email links, and QR codes to Journeys web-to-app banners, Branch plugs into every marketing channel to fix broken mobile experiences and foster user loyalty.
Minimizing cost to serve
One of the most significant advantages of optimized mobile app strategies in healthcare is their ability to minimize cost to serve. By continuously optimizing app feature adoption, healthcare organizations can reduce reliance on traditional communication channels like costly customer service call centers and direct mail. This not only alleviates operational expenses but also enhances efficiency within the organization.
With attribution for all owned, earned, and organic channels, Branch offers holistic data views of acquisition, engagement, and performance to optimize all aspects of marketing and operations. By identifying high-cost service pathways and driving feature adoption through the app, healthcare enterprises can optimize resource allocation and decrease long-term costs.
Navigating compliance challenges
As the preferred partner for enterprise brands, Branch consistently emphasizes security, privacy, compliance, and serving as a trusted advisor for our customers.
Branch safeguards sensitive data like PHI, enabling healthcare companies to benefit from linking and attribution solutions as part of their broader HIPAA compliance strategies.
With elevated data and privacy measures for effective linking and secure attribution, healthcare enterprises can leverage Branch to get data-driven insights for continuous optimization.
If your healthcare organization is looking to harness the value of your mobile app while maintaining compliance obligations, reach out to your Branch account team or contact us.
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Branch provides industry-leading mobile deep linking solutions that enhance user experiences by seamlessly directing them to the right content within apps. With Branch’s deep linking technology, businesses can improve user engagement, increase conversions, and drive higher retention rates. These solutions ensure that links work across platforms, whether users are on iOS, Android, or the web. By offering personalized routing, deferred deep linking, and accurate attribution, Branch helps brands maximize their mobile marketing efforts. Whether for app installs, re-engagement, or seamless cross-channel experiences, Branch’s deep linking solutions deliver reliable and scalable performance for businesses of all sizes. Visit here:- https://www.branch.io/deep-linking/
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Branch’s QR Code Campaign solution helps businesses drive seamless user experiences by connecting offline and online channels. With Branch’s smart QR codes, you can launch campaigns that track every touchpoint, measure performance, and boost engagement across platforms. Whether for app installs, product promotions, or personalized offers, Branch’s advanced QR code technology ensures your campaigns deliver measurable results and a superior user journey from scan to conversion. Visit here: https://www.branch.io/qr-codes
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Branch offers powerful app install attribution solutions to help you track, analyze, and optimize user journeys across channels. With Branch’s advanced attribution tools, you can accurately measure which campaigns drive app installs, understand user behavior, and maximize ROI. Trusted by top brands, Branch ensures seamless integration, deep linking, and real-time analytics for superior mobile marketing performance and growth. Learn more: https://www.branch.io/attribution/
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Mobile Measurement Partner - Branch
A Mobile Measurement Partner (MMP) is a crucial tool for businesses looking to track and optimize their mobile marketing campaigns. Branch provides an in-depth guide on how MMPs help marketers attribute app installs, analyze user behavior, and measure campaign performance across multiple channels. By leveraging an MMP, businesses can gain actionable insights, reduce ad fraud, and improve return on investment. This guide explains the role of MMPs, their key features, and how they integrate with various advertising platforms to provide accurate and transparent attribution, making them essential for data-driven mobile growth strategies. Visit here:
Email: [email protected]
Address : 195 Page Mill Rd, Suite 101, Palo Alto, California 94306, US
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Mobile Marketing Analytics - Branch
Branch’s Mobile Marketing Analytics solutions help businesses drive higher engagement and retention by providing deep insights into user interactions. With powerful attribution tools, Branch enables marketers to track the effectiveness of their campaigns across multiple channels, ensuring a seamless user experience from the first touchpoint to conversion. Its robust deep linking technology enhances customer journeys, making re-engagement more effective. Whether it’s push notifications, email, or paid media, Branch’s analytics offer a data-driven approach to optimize marketing efforts. Elevate your mobile growth strategy with Branch’s engagement solutions and unlock actionable insights for better user acquisition and retention. Visit here:- https://www.branch.io/engagement/
Email: [email protected]
Address : 195 Page Mill Rd, Suite 101, Palo Alto, California 94306, US
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Mobile Deep Linking Solutions - Branch
Branch provides industry-leading mobile deep linking solutions that enhance user experiences by seamlessly directing them to the right content within apps. With Branch’s deep linking technology, businesses can improve user engagement, increase conversions, and drive higher retention rates. These solutions ensure that links work across platforms, whether users are on iOS, Android, or the web. By offering personalized routing, deferred deep linking, and accurate attribution, Branch helps brands maximize their mobile marketing efforts. Whether for app installs, re-engagement, or seamless cross-channel experiences, Branch’s deep linking solutions deliver reliable and scalable performance for businesses of all sizes. Visit here:- https://www.branch.io/deep-linking/
Email: [email protected]
Address : 195 Page Mill Rd, Suite 101, Palo Alto, California 94306, US
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Marketing Attribution Platforms - Branch
Branch is a leading marketing attribution platform that helps businesses accurately track user journeys across web, mobile, and app channels. With advanced attribution tools, Branch empowers marketers to optimize campaigns, improve engagement, and drive higher ROI. Trusted by global brands, Branch ensures seamless, cross-platform attribution to deliver a unified, data-driven marketing strategy that accelerates growth and customer success. Visit here: https://www.branch.io/attribution/
Email: [email protected]
Address : 195 Page Mill Rd, Suite 101, Palo Alto, California 94306, US
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QR Code Campaign - Branch
Branch’s QR Code Campaign solution helps businesses drive seamless user experiences by connecting offline and online channels. With Branch’s smart QR codes, you can launch campaigns that track every touchpoint, measure performance, and boost engagement across platforms. Whether for app installs, product promotions, or personalized offers, Branch’s advanced QR code technology ensures your campaigns deliver measurable results and a superior user journey from scan to conversion. Visit here: https://www.branch.io/qr-codes
Email: [email protected]
Address : 195 Page Mill Rd, Suite 101, Palo Alto, California 94306, US
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Ad Fraud Prevention - Branch
Mobile ad fraud refers to any fraudulent activity that artificially boosts key mobile ad metrics, like the number of views on a mobile ad or the number of clicks and installs it generates. This fraud can be carried out by bots or automated software, as well as by individuals (fraudsters) who are paid to manipulate a mobile ad’s engagement numbers. Visit here: https://www.branch.io/guides/how-to-prevent-mobile-ad-fraud/
Email: [email protected]
Address : 195 Page Mill Rd, Suite 101, Palo Alto, California 94306, US
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App Install Attribution - Branch
Branch offers powerful app install attribution solutions to help you track, analyze, and optimize user journeys across channels. With Branch’s advanced attribution tools, you can accurately measure which campaigns drive app installs, understand user behavior, and maximize ROI. Trusted by top brands, Branch ensures seamless integration, deep linking, and real-time analytics for superior mobile marketing performance and growth. Learn more: https://www.branch.io/attribution/
Email: [email protected]
Address : 195 Page Mill Rd, Suite 101, Palo Alto, California 94306, US
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Mobile Marketing Strategy - Branch
Mobile marketing refers to promoting products or services through mobile devices like smartphones and tablets. A strong mobile marketing strategy helps brands engage users via SMS, push notifications, in-app ads, and mobile-friendly content. By targeting on-the-go audiences, businesses can boost customer engagement, drive app installs, and increase sales. Learn more about how effective mobile marketing can transform your business: https://www.branch.io/glossary/mobile-marketing/
Email: [email protected]
Address : 195 Page Mill Rd, Suite 101, Palo Alto, California 94306, US
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Branch’s QR Code Campaign solution helps businesses drive seamless user experiences by connecting offline and online channels. With Branch’s smart QR codes, you can launch campaigns that track every touchpoint, measure performance, and boost engagement across platforms. Whether for app installs, product promotions, or personalized offers, Branch’s advanced QR code technology ensures your campaigns deliver measurable results and a superior user journey from scan to conversion. Visit here: https://www.branch.io/qr-codes
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Branch provides industry-leading mobile deep linking solutions that enhance user experiences by seamlessly directing them to the right content within apps. With Branch’s deep linking technology, businesses can improve user engagement, increase conversions, and drive higher retention rates. These solutions ensure that links work across platforms, whether users are on iOS, Android, or the web. By offering personalized routing, deferred deep linking, and accurate attribution, Branch helps brands maximize their mobile marketing efforts. Whether for app installs, re-engagement, or seamless cross-channel experiences, Branch’s deep linking solutions deliver reliable and scalable performance for businesses of all sizes. Visit here:- https://www.branch.io/deep-linking/
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Branch is a leading marketing attribution platform that helps businesses accurately track user journeys across web, mobile, and app channels. With advanced attribution tools, Branch empowers marketers to optimize campaigns, improve engagement, and drive higher ROI. Trusted by global brands, Branch ensures seamless, cross-platform attribution to deliver a unified, data-driven marketing strategy that accelerates growth and customer success. Visit here: https://www.branch.io/attribution/
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