Google Analytics Integrates App Conversions into Web Reports

Google Analytics logo on the screen of a smartphone in mans hand with laptop and tablet with graphical diagrams on the background, December 2023, Prague,… — Image credit: Search Engine Journal

Google Analytics announced Sept. 29 that app conversions are now included in cross-channel conversion reports for web conversions, integrating application data with web performance metrics.

The update allows advertisers to view app conversions within performance reports, attribution analysis, and attribution models, offering a more unified perspective on user interactions across platforms.

Advertisers who import app conversions from Analytics into Google Ads will particularly benefit, as the Conversion performance report now displays these shared conversions, according to Google.

Users can also independently set attribution settings for app conversions, providing greater control over how credit is assigned to various marketing channels.

Brooke Osmundson, a Google spokesperson, stated that the integration aims to provide a more comprehensive view of the customer journey for businesses utilizing both web and app presences.

The company reported that this enhancement enables advertisers to better understand the combined impact of their digital marketing efforts.

Despite the integration, certain functionalities still do not support app conversions. Cross-channel budgeting, the Attribution paths report, and the Paid and organic channels setting currently lack support for app conversions.

Google clarified that app conversions consistently utilize Google paid channels, while web conversions can be attributed to organic traffic, direct traffic, and Google Ads when the Paid and organic channels setting is active.

Source: Search Engine Journal