Google is expanding its Analytics Data API to include cross-channel conversion reporting — giving developers programmatic access to paid and organic performance data.

What’s happening. The new feature, currently in alpha, allows Google Analytics and Google Ads users to pull conversion data across channels via the API — mirroring what’s available in the Conversion performance report in the Analytics interface.

This means developers can now access the same insights without relying on manual reporting.

Why we care. As measurement becomes more complex, advertisers need unified views of performance across paid and organic channels. This update enables teams to automate reporting, integrate data into their own systems and build more advanced analysis workflows.

It’s particularly valuable for businesses managing multiple platforms and looking to centralise performance data.

The caveat. This feature may not be available to every Google Analytics property yet. Google says it is actively working to expand access, and advertisers should check with their support teams to confirm eligibility.

What to watch:

• When the feature moves beyond alpha and becomes widely available
• How advertisers use API access to build custom attribution models
• Whether more reporting capabilities are added to the Data API

Bottom line. By bringing cross-channel conversion data into the API, Google is giving advertisers and developers more control over how they access, analyse and act on performance data.