Google Analytics 4 (GA4) has recently introduced a new feature that allows users to select which channels are eligible to receive conversion credit for web conversions shared with Google Ads. Users now have the option to choose between Google paid channels or paid and organic channels, whereas the default channel is set to Google paid channels.
This update grants marketers more control over conversion credit allocation, ensuring that only the desired channels receive credit. Google Ads will display conversion credit assigned to Google Ads channels, while conversions from paid and organic channels will still be eligible but won’t appear in Google Ads accounts.
Users can manage this setting by accessing the Conversions tabs in Google Ads and the Attribution settings in Google Analytics. You can make changes to this setting at any time, and they will apply to future conversions.
On a related note, Google Ads is undergoing a significant change by transitioning from importing the last non-direct click from GA4 to adopting a complete cross-channel conversion credit import approach. This shift aims to provide a more comprehensive understanding of the customer buying journey, enabling marketers to make better-informed marketing decisions.
While GA4 tracking has some limitations compared to Google Ads tracking, such as the inability to track view-throughs for networks like display or YouTube, and the lack of built-in cross-device identification, it still offers improved reporting capabilities. Google Ads tracking will likely remain the preferred choice for bidding due to its robust features, while GA4 import may become the go-to option for comprehensive reporting.
Overall, these updates in Google Analytics 4 and Google Ads contribute to a more accurate assessment of the customer journey and enhance marketers’ ability to optimize their campaigns effectively.