Google has updated its conversion attribution for app campaigns. Conversions are now assigned to the day of the app install, rather than the original ad interaction.
This change aims to reduce discrepancies between Google and Mobile Measurement Partners (MMPs).
By attributing conversions to the install date, machine learning models should receive more stable signals. This is especially relevant since most advertisers do not adjust attribution windows, and Google’s default 30-day window often delayed conversion reporting, impacting campaign optimization.
Advertisers can expect improved data accuracy and faster optimization cycles as a result of this update.
This update was discovered by David Vargas.