Google Ads · Status at source date: Newsletter archive
Conversion attribution is now tied to the install date rather than ad interaction
Google has changed how it attributes conversions for app campaigns, now crediting the day of install rather than the day of the ad interaction. The shift should reduce discrepancies between Google Ads data and mobile measurement partner (MMP) reporting, which has long been a source of frustration for app marketers trying to reconcile figures across platforms.
What changed
Beyond cleaner reporting, David Vargas argues that the change should improve machine learning optimisation. Under the previous model, conversions could be attributed up to 30 days after an ad interaction - the default attribution window - meaning signals arrived too late to be useful for campaign learning. By tying conversions to the install date, the feedback loop tightens, potentially improving how Google's algorithms optimise toward valuable users.
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Original newsletter text and archive evidence
Conversion attribution is now tied to the install date rather than ad interaction
Google has changed how it attributes conversions for app campaigns, now crediting the day of install rather than the day of the ad interaction. The shift should reduce discrepancies between Google Ads data and mobile measurement partner (MMP) reporting, which has long been a source of frustration for app marketers trying to reconcile figures across platforms.
Beyond cleaner reporting, David Vargas argues that the change should improve machine learning optimisation. Under the previous model, conversions could be attributed up to 30 days after an ad interaction - the default attribution window - meaning signals arrived too late to be useful for campaign learning. By tying conversions to the install date, the feedback loop tightens, potentially improving how Google's algorithms optimise toward valuable users.
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