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Marketing strategies are only as good as the data you are able to collect. Data is important to determining the effectiveness of certain campaigns and understanding what external market forces may be at play in your business. Without strong, accurate data, all the efforts you put into your digital marketing strategy may be wasted. Understanding how Google Ads collects data is important to determining the effectiveness of your digital marketing strategy.

Recently, Google released an update to Google Ads that enhances the conversion of imports from Google Analytics 4, or GA4. This update drastically changes how Google Ads collects their data and, in turn, how your KPIs are being measured. First, we need to understand what exactly occurred in this Google Ads update. Then, we can determine what those changes mean for your business.

What is in the Google Ads Update?

Before the recent update, web conversions were imported to GA4 using a cross-channel last-click attribution model. Under this design, conversions were only imported into Google Ads if the last click in the series originated from Google Advertising. This model misses conversion data from other channels, which can result in misleading results.

After this update, Google Ads now supports importing fractional, cross-channel conversion credits from GA4 properties. The last interaction no longer needs to go through Google in order for the data to be converted. Instead, there only needs to be partial Google credits from GA4 in order for the interaction to be imported into Google Ads for data collection.

Additionally, this update improved how web conversion data is imported. These more precise data measurements and enhanced optimization for ad campaigns should result in more accurate data collection, thus providing stronger results.

It is clear to see that this update is going to drastically improve how Google Ads processes GA4 data. However, this update is also going to change how users interact with their data and the management processes needed to ensure that their data collection is taking full advantage of these new improvements.

What the Update Means for Users

In order to fully utilize this update, users need to set up proper conversion actions with GA4. Your Google Analytics and Google Ads accounts need to be linked with auto-tagging enabled. Additionally, users will need to mitigate conversions to GA4 to ensure there aren’t any duplicate conversions.

Some may think that this sounds too technical and would require more effort than they would receive in benefits. However, there are several advantages to importing conversions to Google Ads from GA4. For one, this allows you to access analytics, conversions, and additional data related to Google Ads clicks. Additionally, users can view analytics conversion data within Google Ads without having to switch back and forth to Google Analytics. Importing conversions also allows Google Ads Smart Bidding to optimize bids using this imported data, improving your digital advertising potential.

Improve Your Google Ads Strategy

Making sure you are using Google Analytics and Google Ads effectively and efficiently requires more than researching the latest Google update. Making a strong Google Ads strategy requires an in-depth knowledge of Google Analytics and modern SEO practices. By partnering with our team at BluShark Digital, you can ensure that your digital presence is handled by the best in the business. Contact our team today to take your digital marketing strategy to the next level.