Tighter privacy rules and disappearing device IDs have already rewritten mobile measurement. Google’s Integrated Conversion Measurement (ICM) pushes that transformation into overdrive. At Singular, we see Integrated Conversion Measurement as both evidence and catalyst of a broader reality: ID‑level attribution is giving way to privacy‑first, modeled measurement. Marketers who adapt now will compound learning and growth while everyone else plays catch‑up.
What is Google’s Integrated Conversion Measurement?
Integrated Conversion Measurement provides more real-time, comprehensive, and accurate attribution for your Google App campaigns in your third-party App Attribution Partner interfaces. It incorporates innovative technologies, such as on-device conversion measurement using event data, to improve measurement accuracy, all without compromising user privacy. The result is event‑level insight even when user‑level identifiers are missing.
It covers:
iOS 14.5+ users who declined App Tracking Transparency (ATT).
Android users in the European Economic Area (EEA).
Because Integrated Conversion Measurement feeds data through Google Ads directly into Mobile Measurement Partners (MMPs), you can surface richer conversion details without ripping up your stack.
Why Integrated Conversion Measurement deserves your attention
Wider Device Coverage
Integrated Conversion Measurement injects fresh event‑level signals from both Android and iOS where data used to be dark.
Privacy‑First On-Device-Measurement
Signals stay on‑device until aggregated, so you gain accuracy while upholding platform and regulatory standards.
Fast Enablement
If you’re already integrated with an Integrated Conversion Measurement‑ready MMP (that’s us), turning it on takes minutes…not months.
Singular and Integrated Conversion Measurement
Integrated Conversion Measurement will be available directly in your Singular dashboard.
Our advanced data analytics and optimization will feed Integrated Conversion Measurement signals into probabilistic and cross-device attribution, giving you even more granular insight and reporting; letting marketing teams act while competitors still refresh dashboards.
In June 2025, Integrated Conversion Measurement will be available directly in your Singular dashboard on iOS and Android.
To enable on iOS:
Implement on-device conversion measurement using event data, available June 2025 via the Google Analytics for Firebase iOS SDK v11.14.0+, or GoogleAdsOnDeviceConversion SDK (available via CocoaPods or Swift Package Manager).
Update to Singular iOS SDK version 12.7.0 or later.
Ensure the “Include Integrated Conversion Measurement Attributions” option is enabled in the Singular partner configuration for Google Ads (available June 2025).
To enable on Android:
Ensure the “Include Integrated Conversion Measurement Attributions” option is enabled in the Singular partner configuration for Google Ads (available June 2025).
Closing thoughts
Perfect data is a myth, but responsive, privacy‑aligned insight is a competitive moat. Google’s Integrated Conversion Measurement proves that attribution isn’t disappearing, it’s evolving.
With Singular, you can harness every new signal, optimize faster, and keep winning as the measurement chapter turns. Get in touch with a Singular representative to learn more about Integrated Conversion Measurement, and how Singular can deliver you smarter insights and faster growth.
Over the past decade we’ve seen the rise of the marketing technologist, who has one foot in the marketing department and another in engineering. And we’ve seen the data scientist role jump from almost nonexistent to being one of the fastest-growing jobs in just a decade.
Increasingly, as marketing is changing, technology is central to how marketers perform. Growth is now a key unifying function in brands and enterprise, and we’re also seeing the rise of the Chief Growth Officer.
We’re releasing a report on that in about a month.
But … our CEO Gadi Eliashiv gave a sneak peak at some of the results recently at Mobile Apps Unlocked in Las Vegas.
The rise of chief growth officers
Ultimately, the way chief growth officers lead their organizations is by using data-driven insights. Some of the most successful leaders drive those insights via marketing intelligence platforms like Singular.
The primary function of a marketing intelligence platform?
To provide insights for growth by connecting effort with outcome at granular and aggregate levels.
Ultimately, that’s how CGOs and other growth leaders get the score. Understand if they’re winning or losing. And know at both as high level and as granular as they want: how successful are our marketing, our campaigns, our ads, our creative.
Knowing that — and getting smart insights for optimization — powers breakthrough improvement in conversions and ROI. And that’s exactly what most brands, enterprises, and companies need.
I’m extremely happy to announce that Singular is now an official integration partner of Segment.
Segment is a customer data platform that many companies use to collect and action their customers’ data. When new relevant data comes from any source that a publisher has connected to Segment, they can now push real-time data streams from Segment to Singular.
That could include information such as customer purchases and revenue, mobile events like push notifications, or custom events that developers define for themselves.
Integration: easier than easy?
The integration also enables Segment customers to immediately adopt Singular attribution with almost zero migration effort.
Using Singular attribution is the best way to measure ROI from the campaign level all the way down to the creative level. It also allows you to benefit from Singular’s fraud protection and audience management solutions to boost and optimize your marketing.
The new integration capability is server-to-server, which means that mobile app developers do not need to add code or Singular’s SDK to their mobile apps. In other words, it can be instantly available.
That’s critically important to many customers because it means no switching costs and no engineering work. Not having to put an extra SDK in your app can also help slim down your install size, shield you from security and privacy concerns, and make your app more stable.
Capabilities: what can you do?
What can Singular customers do with this integration?
In just one example, advertisers can now receive real-time data about purchases that mobile users make via other platforms. That allows Singular to combine this data with details about customer acquisition cost, marketing campaigns, and ad creatives to provide continually updated ROI and customer acquisition cost data for customers, campaigns, and ads.
In much the same way, brands can track results from push notifications such as opens, actions taken after opening, and determine both cost and return of messaging.
And, of course, brands can attribute mobile app installs using Singular’s industry-leading attribution, fraud detection, and audience management tools.
Singular: first mobile attribution company
Singular is one of the first partners for this new integration program, and we couldn’t be happier to offer it to our customers.
For Singular, this is yet another way for us to unify accurate marketing data from an important partner in the mobile ecosystem, which gives marketers more visibility into what they’re doing, and what impact it is driving.
“Our goal at Segment is to allow our customer to quickly and painlessly connect all their data,” says Segment CTO Calvin French-Owen. “Singular is the first mobile attribution company to custom-build their integration using our Developer Center, and we expect great results for Segment customers and Singular customers.”
We’re very happy to be the first to offer this new integration method and are looking forward to ensuring our customers have a successful and simple integration.
If you have any questions about this, please feel free to contact your customer success manager.
Singular’s ROI Index is the largest study that ranks top ad networks globally based on their ability to deliver ROI for advertisers. We’ve already published the Index and made it available to the world, giving you the ability to find the best advertising ROI available.
But now it’s time to dig deeper.
This webinar goes beyond the Index to talk about not only where individual media sources rank, but also what some of the key differentiators are.
Meet the experts
To do that, we’re going to bring in the experts: Susan Kuo, Brian Sapp, and Christen Luciano. (Yours truly, John Koetsier, VP of Insights at Singular, will moderate.)
Susan and Christen have deep insight into how various ad partners performed in the Index. Brian has an even deeper insight into what mobile marketers look for, and what they need in terms of advertising ROI from ad networks.
Susan Kuo
COO, Head of Business Development
Susan has an extensive background in mobile ad tech, analytics, and gaming. Prior to Singular, Susan held senior leadership roles at Onavo and InMobi. Susan is an active member of the mobile community and serves on the advisory board for several mobile-focused start-ups.
Brian Sapp
VP, User Acquisition Marketing, Jam City
A mobile veteran with previous roles at Tapjoy and Web Games, Brian manages user acquisition for Jam City, which currently has six of the top 100 highest-grossing games across the App Store and Google Play.
Christen Luciano
Director of Partner Development
Christen oversees Singular’s relationships with key partners. Prior to Singular, she was a product marketing manager with Kenshoo and held multiple additional marketing roles. Her focus is collaborating with top marketing platforms to help advertisers grow reach and maximize performance.
We’ll review the 2019 Singular ROI Index, but also talk about fraud, things marketers need to know about their ad campaigns, some of the biggest surprises, and the role SANs (self-attributing networks like Facebook and Google) should play in marketers’ ad campaigns alongside some of the mid-tier players.
Advertising ROI is critical, of course, but it doesn’t happen in a vacuum.
So we’ll also talk about how to find niches of profitable growth, new innovative players, and what to look out for.
One of the things that the 2019 Singular ROI Index makes very clear is that Snap and Twitter have made significant moves recently in terms of the value they offer to advertisers. We’ve seen that in their recent quarterly reports: Snap grew quarterly revenue almost $100 million year over year, and Twitter had record quarterly earnings.
We’ll talk about what we’re seeing in the platforms that is driving increased advertiser adoption, and we’ll talk about everything else the Index reveals about advertising ROI.
How do you grow ROI while maintaining CPA and scale?
This is a question marketers face every day. And answering this question has become more complex as they advertise on more platforms across more devices than ever before. When conversions happen, it’s a struggle to connect the dots and understand what caused them.
Back when Singular was founded in 2014, we focused on solving this challenge first for the complex, highly fragmented, mobile ecosystem: providing a single solution that automatically collects and combines spend data and conversion data to expose mobile marketing performance, including ROI, at unrivaled levels of granularity.
That is powerful. And we quickly became the de facto solution for unifying campaign analytics and mobile attribution to expose ROI.
But in 2019, the game is different
Top brands advertise over a wide range of platforms to users on multiple devices. A customer may see an advertisement for a product on her desktop, and later buy that product on her mobile app. With today’s analytics, it’s hard to connect the two experiences and measure the customer journey accurately.
For mobile-first brands, this often leads to two separate teams, one web, one mobile app, using different tools, and even different metrics, to measure the customer journey. For web-first brands, it results in limited investment in mobile apps, preventing them from diversifying their marketing efforts to bring in incremental users, leaving untapped growth potential on the line.
Moreover, inaccurate measurement leads to misguided decision-making. Matter of fact, poor data quality costs brands an average of $15 million annually, according to Gartner. Making an investment and creative decisions with inaccurate and incomplete datasets is just plain costly.
In true Singular spirit, we sought to solve this new challenge for our customers so they can drive growth more effectively and efficiently in this multichannel world. And I’m happy to say that we have leveraged our vast experience in attribution and marketing analytics to do just that.
Cross-device, cross-platform attribution
Today, Singular is announcing the first-ever cross-platform and cross-device ROI analytics solution for growth marketers.
With the release of Cross-Device Attribution, Singular’s Marketing Intelligence Platform connects marketing spend data to conversion results across devices and platforms. First, we ingest granular spend and marketing data from thousands of sources. Then we connect it with attribution data from our easy-to-implement in-app and web SDKs as well as direct integrations with customer data platforms, analytics solutions, and internal BI systems, bringing the full customer journey into a single view. Finally, we match the two datasets.
The result is the most accurate cohort ROI and CPA metrics available to marketers, at the deepest levels of granularity including campaign, publisher and even creative.
That’s ground-breaking. It’s revolutionary.
But bringing cross-device and cross-platform ROI into Singular and measuring it accurately, at granular levels, is only the beginning to driving impactful growth.
Granular data for growth
Marketers can now access granular ROI cohort reporting that is more accurate than ever, as you can get clear, combined revenue for users across all devices. This is critical to achieving profitable growth and only possible with Singular – a complete platform that innovates beyond a single attribution solution.
Moreover, marketers can also utilize the wide set of capabilities that Singular’s Marketing Intelligence Platform offers to make smarter decisions and optimize their growth efforts with additional cross-device visibility; plus, they have more visibility into essential context such as the exact creative customers engaged with and the audience segments they belong to.
For example, you may find that a web channel’s impact is much higher than expected for specific types of customers. And now you can analyze the impact of the same creative across mobile and web.
In fact, we won’t be surprised if marketers start shifting investments with this new level of clarity. We are excited to see how growth strategists are going to rise above the crowd using this new solution to become part of the future wave of sophisticated marketers. Gone are the days of attribution feature wars – Marketing Intelligence has arrived.
Launching Cross-Device Attribution is just another step towards achieving our goal: to be every marketer’s indispensable tool in driving growth. We keep working not only to ensure that you can innovate your growth processes and have access to the highest data accuracy but also to ensure that we bring you the right insights at the right time to help you make timely strategic and operational decisions.
Are you ready to take part in the future of growth?
In some fantasy world, growth marketers have all the cash, corporate support, creative assets, and analytics they need, and can do their jobs in splendid isolation. In the real world? No marketer is an island, every team is an integrated component of the overall organization, and marketing alignment is a tough challenge.
Which means that kindergarten lessons still apply.
And marketers need to play nice with others … for their own good.
Marketing alignment in fast-growing companies
That’s exactly what we recently discussed with key executives at fast-growing Lyft, LinkedIn, Poshmark, and Calm during our recent UNIFY conference.
Specifically, we asked them how marketers should align internal teams to achieve ROI.
On the panel: Esther Hwang, Director of Growth at Poshmark, Ben Shanken, Director of Product and Growth at Lyft, Jake Bailey, Senior Manager, Digital Marketing and Strategy at LinkedIn, and Dun Wang, VP of Product and Growth at Calm. Fabien-Pierre Nicolas, Head of Marketing at SmartNews, moderated.
Here’s a summary of their insights.
Aligning with executive teams
Aligning with the executive can be challenging. Most CxOs don’t know growth marketing, and they may also have a different time-frame for decision-making than campaign-driven marketers. Achieving marketing alignment requires tight coordination.
“At Calm we have three KPIs,” says Calm VP Dun Wang. “It’s purchase conversion, subscriber engagement, and subscriber renewals, so all of the conversations come back to those three metrics.”
That simplifies conversations, because those three key performance indicators are identical all the way up and all the way down the organization. Every decision can be weighed by how it contributes to at least one, and hopefully multiple of the top KPIs.
At Lyft, with 1,600 employees, alignment requires structural thinking.
“We actually invest a lot in building a structure for how we think, and disseminating that structure across the whole company, so that people can be in line with how we think,” says Ben Shanken, Director of Product and Growth.
But it’s also about investment, and investment carries risk.
And that’s something else to consider at the executive level.
“We think about things in terms of how much risk we want to take in terms of learning,” says Shanken.
Aligning with finance teams
Marketing alignment with finance and the CFO matters too. And it’s often not without some history.
“Historically the relationship between finance and marketing has been kind of contentious, because one is the money-spender and one is the money-protector,” says Poshmark Director of Growth Esther Hwang.
That means marketers need to educate finance.
Finance teams typically don’t understand growth activity or marketing, and nuance escapes them. For example, when one channel is killing it, finance might think: invest all your dollars there. Growth marketers, on the other hand, might know that channel, understand its capacity, and understand that there is not enough scale there to withstand doubling or tripling the budget.
But finance often sees things that marketers don’t.
“At the same time the finance team is a really great ally,” says Hwang. “From their vantage point they have a really great way of looking at certain blind spots that the marketing team might have. For example, at Poshmark it was the finance team that pointed out to us the difference in very long LTV for our male users versus our female users … which the growth team, operating much more short-term, weren’t keeping as close an eye on.”
That’s relevant at LinkedIn too:
“From a finance perspective we have to understand the full evolution of a user,” says Jake Bailey, Senior Manager, Digital Marketing and Strategy at LinkedIn. “We have finance partners that are very baked into our everyday engagement.”
Lyft does the same thing: add a finance executive to the marketing and user acquisition group, says Ben Shanken. It’s easier to run the numbers on LTV and budget allocations — and ensure tight feedback loops — when finance has a seat at the table.
Aligning with engineering teams
Science and art. Data and creativity. Marketing and engineering.
Sometimes it seems like marketing and engineering are oil and water. One promises, and the other has to deliver; one builds, and the other has to market. And they don’t always speak the same language.
That’s not the case in the world’s best companies, however.
“We’re fortunate to have very commercially minded engineers,” says Calm’s VP Dun Wang. “They want to know … if they’re going to spend a week working on a feature, how does that affect the user experience and how does that tie back to more revenue for Calm? So we’re super-transparent with that.”
For Poshmark, it’s all about the relationships.
“Our VP of Growth is an ex-engineer … who has a lot of personal relationships [with engineers],” Director Esther Hwang says. “He still makes it a habit to set up unstructured time with engineers … and that’s proven to be very helpful.”
Just one example: Poshmark has set up car pool routes that intentionally mix staff members across departments. In one case, a growth marketer complained to an engineer about the cost of marketing on Facebook. The engineer brainstormed a solution that involved using Facebook social logins as part of the registration flow. It was super-easy to implement, and had a significant benefit.
“That low-hanging fruit improved our registration conversion rate by about five points,” Hwang says.
Lyft engineers collaboration right into standard workflow and employee organization, says Director of Product and Growth Ben Shanken.
“We have a social pod which is an engineer, a data scientist, a program manager, and a marketer,” he says. “We want the engineer to be a channel manager [and] we want the manager to be a marketer.”
The result?
First of all, Lyft has changed the career path of engineers from building technology to making an impact. And secondly, they’ve empowered engineers with ownership of metrics.
Marketing alignment … with other marketing teams
It may sound silly, but marketing does need to align with marketing. Growth marketers have different imperatives, techniques, technologies, and budgets than brand marketers. Performance marketers and user acquisition marketers look at the world differently. Creative teams are not always aligned with marketing managers.
It’s about size.
“As you scale you’re going to run into these more siloed teams in the marketing space,” says LinkedIn’s Jake Bailey. “You have to find a way to bring those together.”
One way LinkedIn has done it is by creating an internal digital agency.
The agency is horizontal, and flows across silos. It leverages what is working in one team with the others, and derives a whole-company number for ROAS (return on ad spend).
“[This] allows us to work together to grow the business as a whole,” Bailey says.
Lyft has a different way of solving a similar problem, and it involves sometimes intentionally building inefficiencies into the system. It sounds paradoxical — or nonsensical — but it’s actually necessary.
“We have huge brand dollars that we do not control,” says Ben Shanken, Lyft’s Director of Product and Growth. “We can try to align our roadmaps … but every time we do that it sort of fails. It all comes down to agreeing on goals … if you do that, then it becomes easier to sequence how we do things.”
One example: brand marketers tend to like the most efficient ways of buying brand: national advertising. But, if you want to be great at measurement, local spend is the way to go.
The solution: sometimes being less efficient at one goal (in this case, brand advertising) to enable long-term efficiencies in another goal (in this case, local performance-oriented advertising).
Aligning with creative teams
Mistakes are great teachers, and Lyft saw this first-hand.
“We did a really bad thing … we gave the marketing team and the creative team a goal to replace all creative within four weeks with winning creative,” says Shanken. “They started cranking out huge amounts of creative, but the downside was they were cutting a lot of corners on analyzing this stuff … and rolling out creatives that weren’t that amazing.”
Lyft adjusted team OKRs (objectives and key results) and fixed the problem.
But this isn’t easy, as Calm also learned.
“For us it was really hard to align creative and UA,” says Dun Wang. “[There were] too many opinions on what ads we should launch and why … most of it not founded on data.”
What helped Calm move faster was empowering user acquisition directors to lead creative as well. Each UA team received design resources … and UA managers were given some leeway in marketing.
“We’re not so precious about the brand,” Wang says.
Aligning with BI/Analytics
Growth marketers live and die by the numbers. So it’s no surprise that the best marketers want super-tight relationships with business intelligence and analytics pros.
“Incorporating biz analytics into your process early is the key to success,” says LinkedIn’s Bailey. “Include them early and include them often. For us, they are the core of the team … without them nothing else would exist.”
Lyft’s Ben Shanken agrees:
“Data science is hugely important to each channel for us, especially as we start to automate and build programmatic,” Shanken says. “Because they’re building the models … they are arguably the most important part of the pod. They are the person making the actual model and algorithm working with the engineer and the marketer to translate logic into model.”
The same is true at Poshmark and Calm, where Wang says that data analysts work on every project and with every team.
Summing up
It’s not often that you can get some of the world’s top marketing experts and user acquisition leaders to open up about the core challenges of their jobs. Watch the whole video to get every last detail.