We consider the estimation of a random vector observed through a linear transform followed by a componentwise probabilistic measurement channel. Although such linear mixing estimation problems are generally highly non-convex, Gaussian approximations of belief propagation (BP) have proven to be computationally attractive and highly effective in a range of applications. Recently, Bayati and Montanari have provided a rigorous and extremely general analysis of a large class of approximate message passing (AMP) algorithms that includes many Gaussian approximate BP methods. This paper extends their analysis to a larger class of algorithms to include what we call generalized AMP (G-AMP). G-AMP incorporates general (possibly non-AWGN) measurement channels. Similar to the AWGN output channel case, we show that the asymptotic behavior of the G-AMP algorithm under large i.i.d. Gaussian transform matrices is described by a simple set of state evolution (SE) equations. The general SE equations recover and extend several earlier results, including SE equations for approximate BP on general output channels by Guo and Wang.