Content Category
On September 29, 2026 Google announced that app conversions are supported in cross-channel conversion reports, including performance, attribution analysis and attribution models. Budgeting still covers web only.
Why it matters
Customer journeys that cross apps and sites were split across reports, which skews credit between channels.
In May 2026 GA4 began grouping sessions from recognized AI assistants such as ChatGPT, Gemini and Claude into a new AI Assistant channel with an ai-assistant medium. Traffic without a referrer still lands in Direct.
Why it matters
It makes AI-assistant visits countable without custom rules, which is the first step to knowing whether they matter.
The Commission proposed single-click reject and a six-month pause on re-asking. In mid-2026 the Council's working text dropped the cookie provisions.
Why it matters
Marketers should not redesign consent flows around a proposal that is not law and may change, but they should expect pressure toward simpler consent and browser-level signals.
