What Changed in Google Analytics
Google Analytics has announced support for app conversions in its performance and attribution reports. Marketers can now see conversion data not only from websites but also from mobile apps within cross-channel analytics. This allows for more accurate evaluation of each channel's contribution to overall results, especially for businesses with a multi-channel presence.
Previously, performance and attribution reports in Google Analytics 4 (GA4) focused primarily on web conversions, creating challenges for companies heavily using mobile apps. Now, data on app events (e.g., purchases, registrations, subscriptions) will be integrated into overall reports, providing a more complete picture of the customer journey.
How It Works and What It Means for Affiliates
For traffic arbitrage specialists, this update opens new opportunities. First, it becomes easier to evaluate the effectiveness of ad campaigns that lead to both websites and apps. Second, attribution improves: you can now understand which channels bring users who later convert in the app. This is especially relevant for mobile apps, where tracking the source of installs and subsequent actions was traditionally difficult.
However, keep in mind that proper data collection from both web and app sources is required. Integration with Firebase and event setup in GA4 will be necessary. Those already using GA4 for web analytics should ensure their mobile app is also connected to the same account and data stream.
Context for the Market
In recent years, Google has been actively developing GA4, focusing on an event-based model and cross-channel analytics. This update is another step toward making GA4 a full-fledged tool for multi-channel marketing. For Russian specialists working with foreign traffic, this can be particularly useful, as many foreign affiliate programs and ad networks require app conversion tracking.
According to Search Engine Journal, the new feature is already available to all GA4 users. Google is expected to further improve app attribution reports soon, adding more flexibility in settings.
Expert Opinion
This update is long-awaited for the market. Affiliates driving traffic to mobile apps often faced the problem of "fragmented" analytics: data on installs and post-install events had to be collected from different sources. Now GA4 can become a single source of truth. However, don't relax: Google continues to limit data transfer, and accurate attribution still requires UTM tagging and integration with MMPs (mobile measurement partners). Nevertheless, it's a positive step that will simplify life for many media buyers.