New GA4 And Search Ads 360 Integration

With the news that Universal Analytics will be sunsetting in July of 2023, Google has decided to introduce a new integration of Google Analytics 4 and Search Ads 360.

According to Google, when linking your Google Analytics 4 property to your Search Ads 360 advertiser, you’ll get the following benefits:

• Analytics exports conversions to Search Ads 360
• Search Ads 360 campaign and cost data is imported to Analytics
• Analytics app- and site-engagement metrics are available in Search Ads 360 reports (available only if you have upgraded to the new Search Ads 360 experience)

Here are Google\’s requirements to use the Search Ads 360 Reporting Integration, you need to:

• Be an Analytics 360 customer, and party to the latest version of the Analytics 360 contract, which includes the Policy requirements for Google Analytics Advertising Features.
• Be a Search Ads 360 advertiser.
• Be party to the email agreement that specifies which Search Ads 360 Advertiser IDs and which Analytics 360 properties you want to link. Your Analytics 360 Account Manager will confirm the terms and process the email agreement.
• Turn on the conversion API (also known as auto-tagging) in your Search Ads 360 account. (Your Account Manager will do this for you.) Turning on the conversion API appends gclid and gclsrc to your landing page URLs, which enables Analytics to track your Search Ads 360 traffic.

You can link Search Ads 360 with a Google Analytics property:

1. Click the Integrations▼ tab and select Google Analytics integration.
2. Toggle Google Analytics support to On.
3. In Web Property ID, enter the ID of the Google Analytics property that you use to track activity on your site.
4. Click Save.

You can find out more about this at Google, as well as Search Engine Journal.