Google Analytics adds app conversions to reports

Google Analytics now supports app conversions in its cross-channel conversion reports. Google announced it in the What’s new in Google Analytics release notes on 29 September 2026, under the heading “Improved app conversion management and reporting capabilities for Google Ads customers”. Search Engine Journal reported it the next day.

What changed for app conversions?#

Google says app conversions are now fully supported in the conversion reports: performance, attribution analysis and attribution models. The release note describes this as unlocking new cross-channel insights.

It also says conversion attribution settings are now adjustable independently for app conversions, which gives you more control over how credit is assigned across channels in your reports.

Who can use it today?#

Not everyone. Google’s note says the feature may not be available to your property and that the Google Analytics team is working to expand it to more properties. It tells you to reach out to your support team about eligibility.

The change matters most to advertisers who share conversions with a linked Google Ads account. The Conversion performance report contains only conversions shared with Google Ads.

What still does not cover apps?#

Cross-channel budgeting features currently support web conversions only, according to the same release note.

Some reports also still run on key events. Google’s cross-channel reporting page says that when a report does not support data such as app conversions, you continue to use key events, and it names the Attribution paths report as one that is not supported by conversions.

Do apps get organic credit?#

No. Google’s attribution settings page says the Paid and organic channels setting applies only to web conversions, and that app conversions always use Google paid channels. Neither page says whether that will change.

In practice, a web conversion can be credited to organic or direct traffic when that setting is on, while an app conversion can be credited only to Google’s paid channels.

What should you check?#

Open the Conversion performance report and see whether your app conversions appear, then compare them with your web conversions. If a report is empty or missing, Google’s note on eligibility is the likely reason, and key events remain the fallback.

Google Analytics reporting has been changing in other places too. See our report on the custom dashboards rolling out in GA4.