Google Analytics now supports app conversions in its cross-channel conversion reports, Search Engine Journal’s Matt G. Southern reported, citing Google’s What’s new entry dated September 29. The feature is not available for every property yet, and Google says it is working to expand access.
App conversions appear in the conversion performance, attribution analysis and attribution models reports. Google also lets advertisers set attribution settings independently for app conversions.
Limits remain. Cross-channel budgeting supports web conversions only. Some reports, including Attribution paths, still rely on key events. The Paid and organic channels setting applies only to the web, and Google’s attribution settings page says “app conversions always use Google paid channels.” Neither page says whether that will change.
Teams importing app conversions into Google Ads can now compare app and web results in one view, but should not expect organic or direct credit for app conversions, and should check whether their property has the conversions section.
Search Engine Journal, Matt G. Southern, September 30, 2026.
