Improve performance with Google Analytics 4 & Google Ads

Official guide to evaluating and improving Google Ads performance using Google Analytics 4.

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Google Analytics 4 and Google Ads can be used together to get cross-platform insights in a single set of reports for both your app and website. Combining app and web reports gives you more in-depth insights into how your campaigns are performing and helps you make better optimization decisions in Google Ads. It can also measure conversions from YouTube engaged views that occur in-app and on the web.

This guide will walk you through all the necessary steps to get the most out of both platforms.

Before you start, ensure that you have conversion events for your websites and apps set up in your Google Analytics 4 property that you intend to use together with Google Ads.

Now, you can use Google Analytics 4 conversion data to measure campaign performance and make adjustments as needed. For example, you can use Google Analytics 4’s imported conversions to inform your automated bidding strategies and use Google AI to drive more of the results you care about.

Here are some additional tips for using Google Analytics 4 and Google Ads together:

  • Use conversions in Google Analytics 4 to measure the specific actions you want people to take on your website or app. This will help you measure and optimize your campaigns' success.
  • Build audience lists (including predictive audiences) in Google Analytics 4 to create custom segments and apply them to your Google Ads campaigns.
  • Use reporting in Google Analytics 4 to measure cross-channel campaign performance to identify areas where you can improve results.

Additionally, if you have an app and are running App campaigns, Google Analytics 4 can help you better measure and optimize your iOS campaigns. 

SKAdNetwork has proven to be a valuable app attribution solution to evaluate the performance of your iOS campaigns. As a result, we are continuing to enhance our integrations with SKAdNetwork in order to improve the quality and consistency of our modeled reporting.

  • Google Analytics 4 can help you register your app with SKAdNetwork for better cross-network install measurement.
  • To better measure post-install events, you should set up your SKAdNetwork conversion value schema. Google Analytics 4 will soon release new tools to help you do this. 
  • Once you have set up your schema, you can integrate it with Google Ads for better event and value-oriented bidding optimization. Today, this integration ability is available in beta. Contact your account manager for more information. 

Learn more about setting up your SKAdNetwork conversion value schema and best practices for your iOS App campaigns.

Google Analytics 4 and Google Ads can be used together to get a complete picture of your campaign performance, whether it's for your app or website. This will allow you to make informed decisions about how to improve your results.



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