Google implements a new GA4 fractional, cross-channel web conversions feature

The new tracking enhancement could lead to more precise measurements and improved optimization.

How it works. In the past, web conversions were imported from Google Analytics 4 using a cross-channel last click approach and then assigned in Google Ads based on the chosen attribution model in the user’s Google Ads account. This meant that if the final click did not originate from Google advertising, the conversion would not be imported into Google Ads.