Google Analytics now includes app conversions in its cross-channel conversion reports, which previously covered web conversions only. Google announced the change on September 29 on its "What's new" page in Google Analytics, and it is a confirmed, first-party update rather than a tool-signal observation.

The rollout is not yet universal. Google says the feature isn't available for every property right now, but the company states it is actively working to bring it to more. Advertisers who import app conversions from Analytics into Google Ads will feel the change first, because the Conversion performance report only displays conversions shared with a linked Google Ads account.

What changed for app conversions

Google says it has updated its conversion reports to fully support app conversions. Users can now see app conversions in three places:

• The Conversion performance report, which highlights which channels drive the conversions a user selects, with a toggle between Analytics and Google Ads attribution settings.
• The attribution analysis report, which shows assisted conversions and breaks touchpoints down into early, mid, and late stages.
• The attribution models report, which allows side-by-side comparison of conversions across different attribution models.

Google also says users can set attribution settings independently for app conversions, giving them more control over how channel credit is assigned.

What still doesn't support apps

The update has clear limits. Cross-channel budgeting remains limited to web conversions only, according to the same September 29 entry. These are the projection and scenario planning features that Search Engine Journal's Brooke Osmundson described in March, which were still in beta as of her update.

Some reports also continue to run on key events rather than conversions. As of September 30, Google's cross-channel conversion reporting page advised users to keep using key events when a report doesn't support app conversions, and it specifically named the Attribution paths report as one that still relies on them.

The Paid and organic channels setting is another web-only feature. It lets web conversions be attributed to organic traffic, direct traffic, and Google Ads. Google's attribution settings page states plainly that "app conversions always use Google paid channels." That note sits directly beside the September 29 update's language on channel credit distribution, but neither page indicates whether the setting will open up to app conversions.

Why this matters

The update merges web and app conversion reporting into a single view, so advertisers can compare performance across the two environments in one place instead of stitching reports together manually.

The asymmetry in attribution is the practical catch. With the Paid and organic channels setting turned on, web conversions can still include credit for organic search and direct visits. App conversions cannot, so only Google's paid channels are eligible to receive credit for them. Advertisers comparing web and app conversion paths side by side should read the numbers with that structural difference in mind.

For app-heavy advertisers — gaming, subscription apps, and any business running both mobile app installs and web campaigns through Google Ads — the change simplifies reporting that previously required separate views. Web-only advertisers will notice no difference.

Looking ahead

Google's note covers the entire conversions section, not just the app addition, so users should first confirm their property shows the conversions section at all. Two gaps are worth monitoring: cross-channel budgeting has not yet started accounting for app conversions, and the Paid and organic channels setting does not cover them either. Google's reporting page is the place to check whether app conversions remain on the list of data some reports still don't support — and whether those two features follow the conversion reports in adding app support.