Since Google Universal Analytics will be stop developed and start to move to Google Analytics 4 on March 16, 2022, Google introduced a new integration between GA4 and Search Ads 360, in order to provide valuable insights on these two platforms.

But do you understand what are the benefits of using the integration for your ads? The answer is navigating Cross-channel reports!

It will become the most useful benefit of linking Google Analytics 4 and Search Ads 360 since you can easily transfer your campaign cost, data, engagement metrics, and so on.

Not only that, you will be able to review some attributions in these reports:

1. Comparison
2. Conversion
3. Source
4. Campaign
5. Channel

To get this kind of Ads report, how to create the integration between Google Analytics 4 and Search Ads 360?

First of all, you need to have access of Editor on GA4 and become an Admin on Search Ads 360 account. If yes, you need to go to the Admin section on the Google Analytics account and find the link options under the Property column.

                                          Property > Product Links > Search Ads 360                                      

But there are some important things you must know:

The Enable Auto-tagging is always on by default. There is no way to change this setting when linking! So you need to keep on the Enable Campaign Attribution setting to allow you to export conversion data to Search Ads 360.

How To Export Conversions data?

First, you need to turn on Enable Campaign Attribution under the Property setting. Exporting those data is available to various conversion that use cross-channel last click attribution model.

Exporting conversions is available to any conversion that uses the cross-channel last click attribution model. By do the integration between these two platforms, you will be able to get more accurate Google Ads report and impact to your business digital marketing strategy.