Developing
Not available for every property yet. Google says it is working to bring it to more.
In 60 seconds
- On September 29, 2026 Google announced improved app conversion management and reporting for Google Ads customers using Google Analytics.
- App conversions are supported in conversion reports, including performance, attribution analysis and attribution models.
- Attribution settings can be adjusted independently for app conversions.
- The feature is not available for every property; cross-channel budgeting supports web conversions only.
Impact Layer
- What changed
- Teams with web and app can see both in the same cross-channel views.
- Why it matters
- Customer journeys that cross apps and sites were split across reports, which skews credit between channels.
- Who is affected
- Marketers and analysts who run both web and app campaigns.
- Martech stack area
- Analytics, Advertising
- Stack impact
- Review attribution settings for app conversions separately, and check whether your property has the feature.
- Business impact
- Low Details come from search summaries of Google's help page and trade coverage; we did not read the pages.
- Related technologies
- What to watch
- Availability for more properties and extension of budgeting features beyond web conversions.
Google’s Analytics announcements page lists a September 29, 2026 release on improved app conversion management and reporting capabilities for Google Ads customers. Search summaries of the trade coverage describe what changed.
What changed
- App conversions are fully supported in conversion reports, including performance, attribution analysis and attribution models, which gives cross-channel insight across web and app.
- Conversion attribution settings can be adjusted independently for app conversions, so the credit rules for app events can differ from web ones.
- The feature is not available for every property, and Google is working to extend it. Cross-channel budgeting features currently support web conversions only.
Our read
Teams that sell on a site and in an app have often had two views of the same customer. Putting app and web conversions in one attribution report fixes part of that, while separate settings acknowledge that app journeys behave differently. Check whether your property has it, and avoid comparing numbers from before and after the change without noting it. We did not read the full pages, so confirm details in Google’s help centre.
Sources
- Search Engine Journal: Google Analytics adds app conversions to cross-channel reports (opens in a new tab)
Source of the change. Cited in search results and not read directly.
- Google Analytics Help: Announcements (opens in a new tab)
Lists the September 29, 2026 release; the page showed only the heading.