Google Ads is a crucial advertising platform for businesses, and changes to the platform are always of great interest to advertisers. In 2021, Google introduced GA4, a new version of Google Analytics, which has the potential to significantly impact the way advertisers use Google Ads. In this post, we will explore what GA4 is, how it differs from the previous version, and what its impact on Google Ads is likely to be.

What is GA4?

GA4 is the fourth generation of Google Analytics, a free web analytics service offered by Google that tracks and reports website traffic. The previous version, Universal Analytics, has been widely used by businesses to track website performance, user behavior, and to collect data for advertising purposes. GA4 is designed to be a more modern and integrated version of Google Analytics, offering enhanced features and a simpler user interface.

How is GA4 different from Universal Analytics?

One of the key differences between GA4 and Universal Analytics is the integration of machine learning algorithms. GA4 uses artificial intelligence and machine learning algorithms to provide users with more actionable insights and to automate certain processes, such as tracking and data analysis. This means that businesses can save time and resources that would otherwise be spent on manual tracking and analysis.

Another important difference is the way GA4 collects and processes data. Unlike Universal Analytics, which relied on cookies to track user behavior, GA4 uses a more secure and privacy-friendly method called ‘Firebase App Installs’. This means that GA4 is more compliant with data privacy regulations, such as the General Data Protection Regulation (GDPR) in Europe.

Does GA4 integrate with Google Ads?

Yes, GA4 integrates with Google Ads. The integration of GA4 with Google Ads allows advertisers to track and analyze the performance of their ad campaigns more accurately and effectively, and to use the insights gained to optimize their campaigns for better results. The integration of GA4 and Google Ads also provides a more seamless and efficient workflow, as advertisers can access data from both platforms in one place. This integration makes it easier for advertisers to make informed decisions about their ad campaigns and to improve the return on their advertising investment.

Is GA4 replacing Google Analytics?

Starting July 1st, 2023, the standard Universal Analytics properties will no longer accept new data. If you’re currently relying on Universal Analytics, it’s recommended that you start making plans to switch to GA4 moving forward.

Impact on GA4 for Google Ads

One of the key impacts of GA4 on Google Ads is the integration of machine learning algorithms. With GA4, advertisers can take advantage of artificial intelligence to automate tasks such as bid optimization, audience targeting, and ad placement. This will not only save time and resources but also improve the accuracy and effectiveness of these tasks.

Another impact of GA4 on Google Ads is the improved measurement of user behavior. GA4 collects more detailed data on user behavior, such as the time spent on each page, the number of pages visited, and the actions taken by users on a website. This data can be used by advertisers to gain a better understanding of user behavior and to make more informed decisions about ad targeting, placement, and optimization.

GA4 also provides more accurate and relevant information about conversion rates, which is crucial for advertisers. With GA4, advertisers can track conversions across multiple devices, including mobile, desktop, and tablet. This means that advertisers can get a more complete picture of their customer’s behavior and can optimize their campaigns accordingly.

What are the benefits of using GA4?

Some of the benefits of using GA4 include improved accuracy and efficiency of tracking and analysis, more detailed measurement of user behavior, and enhanced features such as bid optimization and audience targeting. GA4 also provides more accurate and relevant information about conversion rates, which is crucial for advertisers. Finally, GA4 is more compliant with data privacy regulations, such as the GDPR.

GA4 is a significant upgrade to Google Analytics and could have major implications for digital marketing and advertising. The enhanced features and improved accuracy of tracking offered by GA4 make it an attractive platform for businesses looking to get an edge in their online advertising efforts. As more businesses adopt this new version of Google Analytics, we can expect to see changes in the way they use Google Ads in the future.

With these changes comes great potential for businesses that are willing to invest time and resources into learning how to leverage GA4 effectively. This will enable them to gain a better understanding of user behavior, optimize their campaigns accordingly, measure conversion rates

How does GA4 collect and process data?

GA4 collects data using a method called ‘Firebase App Installs’, which is more secure and privacy-friendly than the method used by Universal Analytics. GA4 processes data using machine learning algorithms to provide users with more actionable insights and to automate certain processes, such as tracking and data analysis.

Furthermore, GA4 provides more detailed information about user behavior, such as the time spent on each page and the actions taken by users on a website. This data can be used to gain a better understanding of user behavior and to make more informed decisions about ad targeting, placement, and optimization. Finally, GA4 is also more compliant with data privacy regulations, such as the GDPR in Europe.

Can I still use Universal Analytics if I don’t want to switch to GA4?

Yes, you can still use Universal Analytics if you do not want to switch to GA4. However, it is important to note that Google may eventually phase out support for Universal Analytics, and it may not receive updates or new features in the future. Additionally, you may not be able to access some features that are available with GA4. For this reason, it is recommended that businesses switch to GA4 as soon as possible in order to take advantage of its enhanced features and improved accuracy.

How do I link GA4 conversions to Google Ads?

Here is a step-by-step guide to linking GA4 conversions to Google Ads:

1. Set up GA4: Make sure you have a GA4 property set up for your website or mobile app. If you haven’t done this already, follow the steps in the GA4 setup process to create a new GA4 property.
   
   
2. Create a conversion in GA4: In GA4, you can track conversions by creating a “conversion action”. To do this, go to the “Conversions” section of GA4, and click the “Create Conversion” button. Select the type of conversion you want to track (e.g. purchase, sign-up, etc.), and then enter the necessary information to define the conversion.
   
   
3. Add a GA4 tag to your website: To track conversions in GA4, you need to add a GA4 tag to your website. To do this, go to the “Tag Manager” section of GA4, and follow the steps to create a new GA4 tag. Make sure to select the “GA4 Conversion Tracking” tag type, and then select the conversion action you created in step 2.
   
   
4. Link GA4 to Google Ads: To link GA4 conversions to Google Ads, go to the “Linked Accounts” section of GA4, and follow the steps to link your GA4 property to your Google Ads account.
   
   
5. Import conversions from GA4 to Google Ads: After you’ve linked GA4 to Google Ads, you can import conversions from GA4 into Google Ads. To do this, go to the “Conversions” section of Google Ads, and click the “Import” button. Select the GA4 conversion action you want to import, and then follow the steps to map the GA4 conversion to a Google Ads conversion.
   
   
6. Test the conversion tracking: Before you start optimizing your campaigns based on the GA4 conversions, make sure that the conversion tracking is working correctly. You can test the conversion tracking by making a test purchase or completing a test sign-up on your website. Check the GA4 and Google Ads reports to see if the test conversion is being recorded correctly.
   
   
7. Optimize your campaigns based on conversions: Once the conversion tracking is working correctly, you can use the GA4 conversions data to optimize your Google Ads campaigns. Use the conversion data to see which campaigns are driving the most conversions, and make changes to your campaigns to improve their performance.
   
   

This guide provides a general overview of the steps involved in linking GA4 conversions to Google Ads. It’s always a good idea to consult the GA4 and Google Ads documentation for more detailed information and specific instructions.

How does GA4 handle data privacy and security?

GA4 handles data privacy and security by collecting data using the secure and privacy-friendly method of ‘Firebase App Installs’. Google also follows strict data privacy and security guidelines to ensure the protection of user data. In addition, GA4 is compliant with data privacy regulations, such as the GDPR in Europe. Finally, Google has implemented powerful encryption to protect user data from unauthorized access.

GA4 represents a major step forward for Google Analytics and is set to have a significant impact on Google Ads. The integration of machine learning algorithms will automate many tasks and improve the accuracy of tracking and analysis, while the improved measurement of user behavior will provide advertisers with more relevant and actionable insights.

Overall, GA4 is a more modern and sophisticated version of Google Analytics that is designed to meet the needs of modern businesses. By taking advantage of the enhanced features of GA4, advertisers can improve the performance of their campaigns, save time and resources, and get a better understanding of their customers.