With Universal Analytics being phased out in July 2023, Google has introduced a new Google Analytics 4 and Search Ads 360 integration. This integration allows the two platforms to share valuable and necessary data.
Check out these tips and the advantages of integrating with Google Analytics 4 if you use Search Ads 360.
What Are Some Of The Advantages Of Integration?
There are a number of advantages to combining these two data sources and accounts:
- Analytics 4 conversions exported to Search Ads 360
- Search Ads 360 cost and campaign data imported to Analytics 4
- Analytics 4 app and site engagement metrics are available in Search Ads 360
These advantages are similar to those gained by linking Universal Analytics and Search Ads 360 previously.
Getting the Most Out of Cross-Channel Reporting
The ability to report on cross-channel metrics is one of the main advantages of linking Search Ads 360 and Google Analytics 4. In these reports, you’ll be able to see cross-channel attribution for search ads:
- Model Comparison
- Conversion Path
You’ll be able to see user, session, and conversion metrics from a variety of angles, including:
- Source/medium
- Campaign
- Channel
Read 22 Insightful Google SEO Tips for 2022.
How Do You Make A Link Integration?
To link the two platforms, you must be an Editor of Google Analytics 4 and an Admin of your Search Ads 360 account.
To get started, go to your Google Analytics account’s “Admin” section. The link options can be found under the “Property” column from there.
- Search Ads 360 >> Property >> Product Links
When connecting the two platforms, there are a few things to keep in mind.
- By default, “Enable Auto-tagging” is enabled. When linking, there is no way to change this setting.
- Continue to use the “Enable Campaign Attribution” option. This makes it possible to export conversions to Search Ads 360.
What Is The Best Way To Export Conversions?
You must enable the setting when creating the integration link in order to export Analytics 4 conversions. Simply select the “Enable Campaign Attribution” option from the Property menu.
Any conversion that uses the cross-channel last-click attribution model is eligible for export.
Summary
You don’t want to throw away valuable conversion reporting. You’ll be able to more accurately attribute marketing efforts to your overall business strategy by integrating the two platforms. If you’re currently sharing conversions from Universal Analytics or importing campaign data to those properties, the integration will be useful.
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