Google Analytics Now Shows App Conversions Alongside Web Data in Cross-Channel Reports

Google has updated its Analytics platform to include app conversions in cross-channel conversion reports, giving advertisers a unified view of performance data across both web and mobile app channels.

The update, announced September 29 on Google's What's New page, marks a significant shift for marketers who import app conversions from Analytics into Google Ads. For the first time, app conversion data appears alongside web conversions in the same reporting environment — though the rollout is not yet complete across all properties.

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What the Update Actually Changes

The core change is straightforward: app conversions now appear in three key reporting areas within Google Analytics. These are the Conversion performance report, the attribution analysis report, and the attribution models report.

The Conversion performance report highlights which channels are driving selected conversions. It includes a toggle between Analytics and Google Ads attribution settings, allowing marketers to switch between views without leaving the report. Understanding how these reports interact with broader Google Analytics tracking and measurement metrics can help teams get more from this consolidated view.

The attribution analysis report breaks assisted conversions into early, mid, and late touchpoints — a granular view that was previously limited to web data. This level of detail is particularly useful for teams running blended campaigns, where understanding the full conversion path matters as much as the final click.

Perhaps most notably, Google says advertisers can now set attribution settings independently for app conversions. This means channel credit for app activity can be configured separately from web attribution rules, giving teams more precise control over how performance is measured across different surfaces.

The models report also lets users compare conversion counts across different attribution models simultaneously, making it easier to evaluate the true impact of various channels on app-driven outcomes.

A Note on Eligibility

It is worth noting that the Conversion performance report only displays conversions shared with a linked Google Ads account. This means the update is most relevant to advertisers who are already importing app conversions from Analytics into Google Ads — not every Analytics user will see an immediate difference.

If your property does not yet show a conversions section within these reports, the feature may not have rolled out to your account. Google has confirmed the rollout is ongoing.

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What the Update Does Not Cover

Despite the expanded scope of the update, several limitations remain in place.

Cross-Channel Budgeting Remains Web-Only

Cross-channel budgeting — which includes projection and scenario planning tools — continues to support web conversions only. These budgeting tools were described as still in beta as recently as March 2026. Marketers building forecasts using Google's cross-channel scenario planning tools should factor this in explicitly: app conversion data will not inform those projections, which means any forecasts may underrepresent the full picture of app-driven performance.

Key Events Still Power Certain Reports

Some reports continue to rely on key events rather than conversions. As of September 30, Google's cross-channel conversion reporting page specifically advised users to keep using key events when a report does not support app conversions. The Attribution paths report was cited as one example that still depends on key events.

The Paid and Organic Channels Gap

The Paid and organic channels setting remains web-exclusive. This setting allows web conversions to be attributed to organic traffic, direct traffic, and Google Ads. App conversions, by contrast, always use Google paid channels — meaning organic search visits and direct traffic cannot receive attribution credit for app-driven outcomes.

Google's attribution settings page notes this distinction but neither that page nor the September 29 update clarifies whether the Paid and organic channels setting will eventually extend to app conversions. That gap leaves a meaningful asymmetry between how web and app conversions are credited — one that marketers relying on organic traffic to drive app engagement should understand clearly before drawing conclusions from cross-channel reports.

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Why This Matters for Marketers and Advertisers

The Case for Consolidated Reporting

The practical value of this update lies in consolidation. Before this change, comparing web and app conversion data required moving between separate reporting views. Now, both data types sit within the same cross-channel framework — making side-by-side analysis more accessible for teams managing blended web-and-app campaigns.

For organisations running campaigns across multiple touchpoints, this kind of unified reporting connects directly to broader questions around omnichannel versus multichannel marketing strategy — specifically, how to attribute value accurately when audiences move between web and app environments before converting.

Understanding the Attribution Asymmetry

The asymmetry in attribution eligibility is worth understanding clearly. When the Paid and organic channels setting is active, web conversions can receive credit from organic searches and direct visits. App conversions cannot. Only Google's paid channels are eligible to receive credit for app activity under the current setup. Marketers relying heavily on organic traffic to drive app engagement will not see that reflected in cross-channel attribution — a blind spot that could distort channel performance comparisons if left unexamined.

Availability Is Not Universal

Availability is also uneven. Google confirmed the feature is not yet live for every property and that work is ongoing to expand access. Marketers should verify whether their specific property includes the conversions section at all before drawing conclusions about missing data.

What to Watch Going Forward

Looking ahead, the two most significant gaps to watch are cross-channel budgeting support for app conversions and whether the Paid and organic channels setting will eventually include app activity. Neither is confirmed at this stage. Monitoring Google's What's New page regularly is currently the most reliable way to track these developments as they are announced.

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How to Act on This Update

Marketers managing app and web campaigns in parallel should audit their current Analytics setup to confirm whether app conversions are now visible in the Conversion performance and attribution reports. If the feature is not yet available on a property, checking Google's What's New page and reporting documentation regularly will help track when access expands.

Advertisers should also review their current attribution settings for app conversions now that independent configuration is possible. Aligning those settings with campaign goals — rather than accepting defaults — could meaningfully affect how channel credit is distributed across paid activity. For teams less familiar with how Analytics attribution works in practice, a grounding in SEO and analytics reporting fundamentals can provide useful context for making those configuration decisions confidently.

Finally, teams building budget projections using Google's cross-channel scenario planning tools should factor in the current web-only limitation. App conversion data will not yet inform those projections, which means any forecasts built on cross-channel budgeting tools may underrepresent the full picture of app-driven performance until Google extends support.