Google Analytics integrates app conversions into cross-channel reports

Google has updated its Analytics platform to integrate app conversions into cross-channel conversion reports. This update, announced on September 29, allows advertisers to view and compare app conversion data alongside web data within a single interface.

App conversions are now supported in three primary areas: conversion performance reports, attribution analysis reports, and attribution models reports. The attribution analysis report provides a granular view by breaking assisted conversions into early, mid, and late touchpoints. Additionally, advertisers can now set attribution settings independently for app conversions, providing more precise control over how channel credit is assigned compared to web attribution rules.

While the update offers a more unified view of marketing performance, current limitations exist. Paid and organic channel settings remain exclusive to web conversions, whereas app conversions currently utilize only Google's paid channels.