Google Ads customers who use GA4 to measure mobile app performance now have access to cross-channel conversion reporting tools previously limited to web data. Google confirmed the change in its September 29, 2026 entry on the "What's New in Google Analytics" page.
What Changed in GA4's Conversion Reporting
Google has extended its cross-channel reporting features and conversion management tools in GA4 to support app conversions. App conversions are now fully supported in conversion reports, including performance data, attribution analysis, and attribution models.
Separately, conversion attribution settings are now adjustable independently for app conversions, giving advertisers control over how conversion credit is assigned across channels in their reports.
Prior to this update, these conversion management and cross-channel reporting capabilities within GA4 were available for web conversions but did not extend to app conversion data.
Availability Is Not Universal
Google's announcement includes a significant eligibility caveat. This feature may not be available to all Google Analytics properties. The Google Analytics team is actively working to expand it to more properties. Advertisers with questions about their property's eligibility are directed to contact their support team.
Cross-channel budgeting features within GA4 continue to support web conversions only, meaning app conversions remain excluded from that part of the platform for the time being.
Scope of the Update for Google Ads Customers
The update applies specifically to Google Ads customers using GA4 to manage and report on app conversion activity. Conversion management is designed to be streamlined across Google Ads and Google Analytics for a unified cross-channel experience, enabling users to create conversions directly from Google Analytics events and share them with Google Ads.
With attribution settings now configurable independently per app conversion, advertisers running campaigns across both web and app surfaces can apply distinct attribution logic to each, rather than inheriting a shared setting. This separation allows for more granular reporting on how credit is distributed across paid and organic channels for app-driven outcomes.
Tools are also available within GA4 to identify and address diverging conversion settings between Google Analytics and Google Ads, with all conversion changes tracked within Google Analytics change history, including detailed before-and-after views.
