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Google has launched a Search Ads 360 integration for Google Analytics 4 (GA4), the company announced Monday.
Why we care. Integrating Search Ads 360 data into GA4 enables advertisers to see sessions, users and conversions within the context of dimensions such as source, campaign, medium and default channel grouping. They’ll also be able to see cross-channel attribution data in their Model comparison and Conversion paths reports.
Contextualizing data can enable better decision-making and more efficient campaigns. This integration may also help advertisers save time that might otherwise be spent flipping between GA4 and Search Ads 360.
Data sharing between Analytics and Search Ads 360. Linking your GA4 property to your Search Ads 360 advertiser allows:
How to link GA4 and Search Ads 360. Advertisers using the new Search Ads 360 can follow the procedures below to link GA4.
Note: Those not using the new Search Ads 360 will still have to follow the procedure above, in addition to opening their Search Ads 360 interface and creating a link from their Advertiser to their GA4 property in order to also export conversions.
Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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