New Integration For GA4 And Search Ads 360

With the closure of Universal Analytics in July 2023, Google introduced a new integration of Google Analytics 4 and Search Ads 360. This integration provides valuable and necessary data sharing between the two platforms.

If you run Search Ads 360, check out these tips and benefits of integrating with Google Analytics 4.

What are the benefits of integration?

There are several benefits to integrating these two data sources and accounts together:

  • Analytics 4 conversions exported to Search Ads 360
  • Search Ads 360 Cost and Campaign Data Analytics 4 . imported into
  • Analytics 4 App & Site Engagement Metrics Search Ads 360 . are available in

These benefits are in line with previous options for linking Universal Analytics and Search Ads 360.

Navigating Cross-Channel Reporting

One of the main benefits of linking Search Ads 360 and Google Analytics 4 is its ability to report on cross-channel metrics. You’ll be able to review cross-channel attribution for search ads in these reports:

  • model comparison
  • conversion path
An example of a model comparison report in Google Analytics.Image credits: Screenshot taken from the author, March 2022

You’ll be able to access user, session, and conversion metrics in the following dimensions:

  • source/medium
  • Campaign
  • Channel

To review cross-channel acquisition, you can view it in the Acquisition report.

How to Create Link Integration

You must be an editor of Google Analytics 4 and an administrator of your Search Ads 360 account to link the two platforms.

To get started, you’ll go to the “Administrator” section of your Google Analytics account. From there, you will find link options under the “Property” column.

  • Property >> Product Links >> Search Ads 360

There are a few important callouts to keep in mind when linking the two platforms.

  • “Enable auto-tagging” is on by default. There is no way to change this setting while linking.
  • Stick to the “Enable Campaign Attribution” setting. This allows conversions to be exported to Search Ads 360.

how to export conversions

To export Analytics 4 conversions, you must enable the setting when creating the integration link. Just turn on the setting “Enable Campaign Attribution” under Property Settings.

Export conversion is available for any conversion that uses the cross-channel last click attribution model.


You don’t want to leave valuable conversion reporting on the table. By integrating the two platforms, you will be able to more accurately attribute marketing efforts to your overall business strategy. Integration will be important if you’re currently sharing conversions from Universal Analytics or importing campaign data into those properties.

Source, google analytics support

Featured image: WDNet Creation/Shutterstock

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