Integrating Google Ads with Google Analytics 4

Akanksha Chandan
3 min readNov 20, 2023

In an era where data takes center stage, GA4 stands out as a prominent leader in the realm of analytics.

It is the latest version of the Google Analytics platform. GA4’s advanced capabilities surpass its predecessor, Universal Analytics, providing you with insight into user behavior and interactions.

Hopping on to Google Ads, it is a platform where each click is a conversation, every impression tells a story, and success is written in the language of relevance.

Imagine what are the possibilities if we integrate these two.

Think of your marketing journey as a friendly coffee chat between Google Ads and GA4 — they’re like your dynamic duo, sharing secrets and making your campaigns better. Ever wondered how they do it? It’s like behind-the-scenes chat, where Google Ads spills the beans to GA4 about your clicks, and together, they whip up strategies to make your marketing shine. So, grab your favorite mug, join the conversation, and let’s spill the ‘how’ of this magical collaboration!

How Integrating GA4 with Google Ads Supercharges Marketing?

  1. Unravel the Customer Journey

To unravel the customer journey, you’ll need to track how users interact with your website or app across different channels and devices.\

By integrating GA4 with Google Ads, you gain a holistic view of the customer journey — from the first time they see your ad to the time they convert. This data helps you identify the steps prospects take and the important touchpoints that result in converting them into customers.

Consequently, you can optimize Google Ads campaigns and improve customer experiences.

2. Mobile Optimization

In today’s mobile-centric world, mastering mobile optimization is non-negotiable.

GA4’s mobile-first approach is your guiding light in achieving this feat. You can leverage your audience’s mobile behavior to understand preferences, browsing habits, and engagement patterns.

Armed with this data, you can create captivating mobile campaigns tailored to their needs and preferences.

3. Seamless Cross-Platform Tracking

GA4 and Google Ads integration allows you to track user interactions across different platforms.

You can see how people interact with your website or app, whether they are using a desktop computer, a laptop, a tablet, or a smartphone.

This allows you to create personalized and relevant ad campaigns that are more likely to convert.

For example, you can use GA4 data to see which devices people are using to visit your website and then create ads to target prospects using those devices.

4. Amplify Conversions

Integrating GA4 with Google Ads helps amplify conversions. With detailed and accurate data about website visitors, you can design ad campaigns that match customer interests and increase their chances of getting converted.

For example, you can use GA4 data to create custom audiences for remarketing campaigns. This means that you can show your ads to people who have already visited your website or app, but not yet converted.

5. Data Privacy

GA4 is designed with data privacy in mind. You can use GA4 data without
compromising the privacy of website visitors.

GA4 employs a modern data model focused on events and parameters, which respects user privacy better than the model in Universal Analytics.

This ensures you can gather and utilize data confidently, without worrying about compromising visitor privacy.

Important Things to Consider Before the Integration

Before you start, here’s something you should know: Things to Consider Before the Integration

  • You can only link up to 400 Google Analytics 4 properties to individual Google Ads accounts or Google Ads Manager accounts.
  • If you exceed the limit, consider utilizing a Google Ads Manager account to accommodate all properties.

To learn more about the steps to integrate Google Ads with GA4, best practices, and addressing data discrepancies, download this eBook — The Complete Guide to Mastering GA4 and Google Ads Integration

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Akanksha Chandan

MBA — Marketing & International Management | Senior Marketing Specialist | Sprouting Interest in Psychology