Google has announced a major change for advertisers using Google Analytics 4 (GA4) and Google Ads.
From March 31, 2023, Google Ads will only use the conversion window settings for GA4, which means advertisers can no longer independently configure conversion windows.
Conversion window refers to the period after an ad interaction (such as a click or video view) during which a conversion is recorded.
Currently, conversion period settings can be configured independently in both Google Ads and GA4, which leads to inconsistencies in performance reports between the two platforms.
To solve this problem, Google will automatically update the conversion period settings for imported GA4 conversions in Google Ads, ensuring reporting consistency.
Google will notify advertisers of this change via email.
If your account contains conversions with inconsistent conversion period settings in GA4 and Google Ads, you may receive an email similar to the one Charles Farina received:
Another change in the unification of GA4 and Google Ads. Google is removing the ability to independently configure conversion windows. After March 31st, GA4 conversions in Google Ads will only use GA4 settings.
GA4 allows you to specify conversion periods of 30, 60 or 90 days. pic.twitter.com/kgjj661dMS
– Charles Farina (@CharlesFarina) March 9, 2023
Email reads:
We will automatically update your conversion window settings for imported Google Analytics 4 (GA4) conversions in Google Ads to match your GA4 conversion window settings…
On March 31, 2023, we will automatically update the conversion period setting in Google Ads to match the conversion period setting in GA4… After March 31, 2023, changes can be made to the conversion period settings in the GA4 user interface.”
While this update will help reduce confusion, some advertisers may need more flexibility.
Previously, Google Ads allowed advertisers to set conversion periods ranging from 1 day to 90 days.
Advertisers can opt out of this change by contacting Google Support.
In summary
Google Ads will only use the GA4 conversion window settings from March 31st.
This change will provide more granular insights and help marketers optimize their campaigns more effectively.
Accurate performance reporting is essential in making data-driven decisions.
Google advises advertisers to review their GA4 and Google Ads conversion window settings to ensure they are consistent with campaign goals and objectives.
Featured image: afotostock / Shutterstock
