Google Analytics now includes app conversions in its cross-channel conversion reports, an update announced Sept. 29 on Google's What's new page. The change unifies web and app conversion reporting in a single view for the first time.

The rollout is not yet universal. Google says the feature is not available for every property, but the company is "actively working to bring it to more."

The reach of the update has a specific boundary. The Conversion performance report only displays conversions shared with a linked Google Ads account, so the change directly affects advertisers importing app conversions from Analytics into Google Ads.

What changed for app conversions

Google says it has updated its conversion reports to fully support app conversions. They now appear in three places: the performance report, the attribution analysis report, and the attribution models report.

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

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

What still doesn't support apps

Cross-channel budgeting remains limited to web conversions only, according to the same Google entry. These are the projection and scenario plans Brooke Osmundson described in March, which were still in beta at the time of her update.

Some reports continue to run on key events rather than conversions. As of Sept. 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 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 that "app conversions always use Google paid channels." That note sits beside the Sept. 29 update's line on channel credit distribution, but neither page says whether the setting will open to app conversions.

Why this matters

The update gives advertisers one place to compare web and app conversion performance. But the comparison is asymmetric. With the Paid and organic channels setting turned on, web conversions still include organic searches and direct visits. App conversions cannot, so only Google's paid channels are eligible to receive credit for them.

What to watch

Advertisers should first confirm their property has the conversions section at all, since Google's note covers the entire area, not just the app addition. Cross-channel budgeting has yet to account for app conversions, and the Paid and organic channels setting does not cover them either. Google's reporting page lists which reports still exclude app conversion data, and advertisers should check it before assuming full parity between web and app measurement.