Google Analytics adds app conversions to cross‑channel reports

Google announced on its What’s new page that Analytics now includes app conversions in its cross‑channel conversion reports. The update appears in the Conversion performance, Attribution analysis and Models reports, and only displays conversions that are shared with a linked Google Ads account. Google notes the feature is not yet available for every property but says it is actively working to broaden rollout.

What the new reports now include

Three core reports have been updated:

• Conversion performance report – lists app conversions side‑by‑side with web conversions and provides a toggle between Analytics‑based and Google Ads‑based attribution settings.
• Attribution analysis – breaks down assisted conversions for app events into early, mid and late touchpoints, showing how search and other channels support installs and purchases.
• Models report – lets you compare app conversions across different attribution models, making it easier to see how credit shifts when you change the model.

How to bring app data into Google Ads

• Link your Google Analytics property to the Google Ads account that runs your search campaigns via the standard linking flow in Analytics.
• In Analytics, mark the app events you care about – typically install and purchase – as conversions and enable the sharing toggle for each conversion with Google Ads.
• Confirm that the Conversion performance report now shows the app conversions you expect; if they are missing, revisit the conversion‑sharing settings or verify that the property supports the new feature.

Key practical steps to start measuring

• Audit your current Analytics setup: ensure that the app events you want to track are defined as conversions and that the property has the conversions section enabled.
• If the new app‑conversion view is not yet visible, create a test property, enable the feature there, and monitor Google’s rollout announcements for broader availability.
• Use the Attribution analysis report to spot non‑search touchpoints that assist app installs. This insight can guide budget shifts toward channels that help move users through the funnel.
• Experiment with attribution settings for app conversions. The source notes you can set attribution preferences independently for app conversions, giving you more control over how credit is assigned across channels.

Limitations to keep in mind

While the reports now cover app conversions, some cross‑channel budgeting features remain limited to web conversions only. The source also points out that certain reports, such as the Attribution paths report, still rely on key events rather than full conversion data for app actions.

Additionally, the Paid and organic channels setting – which lets web conversions be attributed to organic search, direct traffic and Google Ads – is currently exclusive to web conversions. App conversions always use Google paid channels for credit, according to the source. This means organic search credit is not yet available for app‑related actions.

What to do now

Start by confirming that your Google Analytics property is linked to the Google Ads account you use for search. Then, in Analytics, mark the key app events – install and purchase – as conversions and enable sharing with Ads. Once the updated reports appear, review the Conversion performance and Attribution analysis sections to identify which search keywords and campaigns are delivering the most app installs. Adjust bids, refine ad copy, or create new search ad groups around those high‑performing terms. Finally, keep an eye on Google’s rollout notes for broader availability and any future changes to the Paid and organic channels setting, which could affect how app conversions are credited.

Sources

• Search Engine Journal — Google Analytics Adds App Conversions To Cross-Channel Reports