Google Analytics adds app conversions to its cross-channel conversion reports

Google Analytics has added app conversions to its cross-channel conversion reports, so GA4 properties that track both a website and an app can now see app conversions alongside web conversions in the same reports. Google announced the change on its What's New page on September 29, 2026, as reported by Search Engine Journal.

What changed in GA4's conversion reports

Three specific reports inside Google Analytics now support app conversions rather than only web conversions: the conversion performance report, the attribution analysis report, and the attribution models report. Until this update, a property tracking both a website and an app could see web conversions broken down across channels in these reports, but app conversions were not part of the same cross-channel view. Now app conversions can appear in those same reports, next to web conversions, inside GA4 properties where the rollout has reached the property.

Google published this as a What's New entry on September 29, 2026, and Search Engine Journal's report on September 30, 2026 is based on that announcement. The update does not change how conversions are recorded in the first place; it changes which conversion reports can display app conversions once they have been recorded.

Attribution settings can now be set independently for app

One detail in the announcement is that attribution settings for app conversions can be configured separately from the attribution settings used for web conversions. In practice, that means a property does not have to apply the same attribution model, or the same lookback window, to app conversions that it applies to web conversions. A business could, for example, use one attribution approach for how web conversions get credited across channels and a different approach for app conversions, inside the same GA4 property.

This separation matters because web and app user journeys do not always look alike. A web conversion might be influenced by a long chain of search and display touchpoints over several weeks, while an app conversion might follow a much shorter path from install to in-app purchase. Giving each its own attribution settings lets a property reflect that difference instead of forcing both into one model built mainly around web behavior.

Before this update, a property that wanted to analyze app conversion attribution on its own terms generally had to work around the fact that the main cross-channel conversion reports were built with web conversions in mind. Treating app conversions as a first-class citizen inside the conversion performance, attribution analysis, and attribution models reports, with its own attribution settings, removes some of that workaround. It does not, on its own, tell a business which attribution model is correct for its app; it simply makes it possible to choose a model for app conversions without that choice being tied to whatever model is already set for the web side of the same property.

Rolling out property by property, not all at once

Google's announcement describes this as rolling out property by property rather than appearing everywhere on the same day. That means two GA4 properties, even inside the same Google Analytics account, could see this feature on different days. There is no fixed date by which every property is guaranteed to have it, and no confirmation of how long the full rollout will take.

What stays web-only for now

The announcement is explicit about one limit: cross-channel budgeting and projection tools inside GA4 remain web-only for the moment. In other words, a property can now view app conversions inside the conversion performance, attribution analysis, and attribution models reports, but it cannot yet use those app conversions to drive the budgeting or projection features built on top of cross-channel data. Anyone hoping to plan ad spend or forecast results using blended web-plus-app conversion data through those specific tools will not be able to do so yet, based on what has been announced so far.

It is also worth being precise about what was not announced. There is no mention in the source of a launch date for every market, no mention of which specific app platforms (iOS, Android, or both) are covered, and no mention of pricing or edition requirements. Anything beyond the three reports, the independent app attribution setting, the property-by-property rollout, and the web-only budgeting limitation is simply not part of what Google published.

What this means for businesses running both a website and an app

For a business that markets through both a website and a mobile app, conversions have historically lived in two somewhat separate worlds inside GA4's reporting: web conversions showing up in cross-channel reports, and app conversions often requiring a different view to analyze fully alongside web performance. Bringing app conversions into the same conversion performance, attribution analysis, and attribution models reports as web conversions is a step toward a single, more complete attribution picture across both surfaces, rather than two disconnected pictures that have to be stitched together manually.

That matters most for businesses where the website and the app serve overlapping goals, for example a retailer that takes orders on its website and inside its app, or a service business that generates leads through a web form and through an app-based booking flow. Seeing both conversion types together in one attribution view makes it easier to judge which channels are actually driving results across the whole customer journey, instead of only the part of it that happens on the web.

It also changes the kind of question a marketing team can reasonably ask of its own data. Previously, comparing a web conversion's attributed channel against an app conversion's attributed channel inside the same report simply was not how these three reports worked, since app conversions were outside their scope. Once a property has the update, that comparison becomes possible inside the standard reports rather than requiring a separate export or a manual combination of two different data sources. That is a reporting change, not a tracking change, and it only helps if app conversions were already being recorded accurately before the update arrived.

The source reporting does not say anything about Thailand or any specific country's rollout timeline, so it would not be accurate to claim this feature is available to any particular market yet beyond what Google's own property-by-property rollout determines. Businesses operating in Thailand with both a website and an app should treat this the same way as any other property: check directly inside the GA4 interface rather than assume based on general international coverage of the announcement.

What to check in your GA4 property once this rolls out

• Open the conversion performance report, the attribution analysis report, and the attribution models report in your own GA4 property, and check whether app conversions now appear alongside web conversions in each one.
• Look in GA4's attribution settings for a separate configuration option for app conversions, and compare it to whatever attribution model and lookback window your property currently uses for web conversions.
• If your property has not received the update yet, there is no announced way to force it; Google has described this as a property-by-property rollout without a published completion date.
• Remember that cross-channel budgeting and projection tools inside GA4 are still web-only for now, so do not plan to feed blended web-plus-app conversion data into those specific tools yet.

FAQ

Is this live for Google Analytics properties in Thailand yet?

Not stated by the source. Google's announcement describes a property-by-property rollout without naming specific countries, so there is no confirmed answer either way for properties set up in Thailand.

Does this change how app conversions are tracked or recorded?

Not stated by the source. The update changes which conversion reports can display app conversions and allows independent attribution settings for them; it does not describe any change to how app conversions are captured or recorded in the first place.

Can I now use app conversions in GA4's budgeting and forecasting tools?

No. The announcement is explicit that cross-channel budgeting and projection tools inside GA4 remain web-only for now, even though app conversions are supported in the conversion performance, attribution analysis, and attribution models reports.

Do I need to turn this on, or does it appear automatically?

Not stated by the source beyond the fact that it is rolling out property by property. There is no mention of a manual opt-in step or a setting a property owner needs to toggle to receive it.

Will my existing web attribution settings change because of this update?

Not stated by the source directly, but the announcement specifies that app attribution settings can be configured independently of web attribution settings, which suggests existing web settings are not automatically altered by the addition of app support.

A more complete attribution picture across web and app is only useful if the underlying tracking and attribution setup is solid to begin with. Relevant Audience's GA4 migration service helps businesses get their Google Analytics 4 setup in order, and for businesses running paid media across channels, pairing that with a close look at Google Ads performance makes it easier to act on a blended attribution view once app conversions are fully in the picture for a given property.