Google Analytics now includes app conversions in cross-channel performance and attribution reports, which matters if our lead capture spans web and app. Audit which app events count as PII capture this week, then check channel CPA before shifting budget on the strength of a larger conversion total.

Analysis by Ryan Sappington, founder of Scaled Advertising, a paid media agency for B2C big-ticket lead generation across Google Ads, Microsoft Ads, and Meta.

What was published

Google Analytics Adds App Conversions To Cross-Channel Reports via @sejournal, @MattGSouthern

Google Analytics now supports app conversions in its performance and attribution reports. The post Google Analytics Adds App Conversions To Cross-Channel Reports appeared first on Search Engine Journal .

Read the original on Search Engine Journal

What we'd do about it

Changes like this show up in cost per qualified lead before they show up in the interface. Audit the affected campaigns this week: search terms, conversion actions tied to real PII capture, ad relevance, and landing page speed. Then decide whether spend can scale rather than assuming it can. We do exactly that work for clients as part of our paid media management.

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