Tag Archives: Analytics

Google Ads API support for importing and editing conversions from Google Analytics

What's changing
Starting October 9, 2023, the Google Ads API will allow the following types of mutate operations for a ConversionAction imported from a Google Analytics 4 (GA4) property:
  1. An update that modifies status, primary_for_goal, category, name, or value_settings.
  2. A remove that removes the conversion action.
Why this is important
For many Google Ads users, the conversions they import from Google Analytics are a critical component of bidding and reporting. Until now, you could use the Google Analytics Admin API to create a link between your Google Analytics and Ads accounts, but you could not use the Google Ads API to complete the following remaining steps in the linking process: With this change, the Google Ads API supports both of these steps and provides a complete API-based solution for linking your Google Analytics 4 property to your Google Ads account.

In addition to the attributes needed for proper configuration of conversion goals, you can now modify the following attributes of an imported GA4 ConversionAction:
  • name
  • value_settings
Requests that attempt to modify any other attributes of an imported GA4 ConversionAction will continue to fail, as will requests that attempt to remove or update a ConversionAction imported from a Universal Analytics (UA) property.

What you should do
Modify any code in your integration that depends on the Google Ads API rejecting a ConversionActionOperation with a MUTATE_NOT_ALLOWED error if it attempts to update or remove an imported GA4 conversion. For example, if your integration relies on this behavior to detect if a conversion action is an imported GA4 conversion, modify it to instead check if the type of the ConversionAction is either GOOGLE_ANALYTICS_4_CUSTOM or GOOGLE_ANALYTICS_4_PURCHASE.

In addition, if you currently complete the process of linking Google Analytics to Google Ads accounts using the UI, consider whether switching to an API-based solution is appropriate for your use case.

How to get help
If you have any questions or need help, check out the Google Ads API support page for options.

Upcoming changes to Google Analytics audiences and conversions in Google Ads

What's changing

Starting in April 2023, Google Analytics 4 (GA4) will automatically set up a basic GA4 property linked to your Google Ads account if the Google Ads account still uses Universal Analyticsconversions and/or audiences.

During this process, GA4 will configure corresponding conversions and/or audiences in GA4 and apply them in your Google Ads account. This will happen even if you already have a GA4 property but still use Universal Analytics conversions and/or audiences in Google Ads.

Options for handling these changes

The configuration created by GA4 may not be set up to meet your specific business goals or capture all the historical data you need, so we recommend you start manually moving your conversions and/or audiences to GA4 now.

If you don’t want the GA4 Setup Assistant to make these changes, you may opt out by the end of April.

If you don’t want an automatically set up GA4 property at all, you can also opt out of the entire process.

What you should know

Universal Analytics standard properties will stop processing new data from July 1, 2023 onwards. GA4, our next-generation measurement solution, will become the sole Google Analytics standard property type.

This impacts Universal Analytics conversions, audiences, and site stats currently used in your Google Ads campaigns. We recommend that you switch to GA4 now to ensure your campaigns and ad groups are effectively moved to GA4 conversions, site stats, and audiences. If you’re unsure whether a GA4 property has been created, please contact the admin user for your Universal Analytics property in Google Analytics to verify.

Resources to help you migrate to Google Analytics 4

For an overview of functionality and features in UA and GA4, including APIs, check out the Universal Analytics to GA4 migration reference.

For API integrations:

  • If you previously used the Google Analytics Management API v3 to manage your Universal Analytics properties, migrate to the Admin API v1.
  • If you previously used the Google Analytics Reporting API v4 to run reports in your Universal Analytics properties, migrate to the Data API v1.

How to get help

Turn insights into ROI with Google Analytics

Three years ago, we introduced Google Analytics 4, a re-imagined tool that helps you get a complete view of consumer behavior across web and app by using first-party, modeled data. This is critical in an evolving privacy and technology landscape, where marketers have to rethink their approach to measurement in order to keep getting the insights they rely on. Today we’re introducing new resources to help you make the switch to Google Analytics 4, improved machine learning features, actionable reporting and new integrations.

Make the switch now to Google Analytics 4 with helpful solutions

Earlier this year we shared that we will begin sunsetting standard Universal Analytics properties on July 1, 2023. We recognize that setting up Google Analytics 4 to fit your needs takes time and resources, in particular for large enterprises with complex Analytics 360 setups. To allow enterprise customers more time to have a smoother transition to Google Analytics 4, we’re moving the Universal Analytics 360 properties’ sunset date from October 1, 2023 to July 1, 2024. We're focusing our efforts and investments on Google Analytics 4 to deliver a solution built to adapt to a changing ecosystem. Because of this, throughout 2023 we'll be shifting support away from Universal Analytics 360 and will move our full focus to Google Analytics 4 in 2024. As a result, performance will likely degrade in Universal Analytics 360 up until the new sunset date.

To help everyone make the move, we're launching new resources and tools to help you get started with Google Analytics 4. Our step by step guide helps you complete the entire setup of Google Analytics 4 at your pace and customize it to your needs. Or, if you prefer a more automated experience, you can use the Setup Assistant in the admin section of your Universal Analytics property. Once a Google Analytics 4 property is created and connected, the Setup Assistant can automate some required setup steps and help you track your progress. For example, the Setup Assistant lets you select the goals you want to import to Google Analytics 4, copy desired Google Ads links and audiences, and add users who have access to your current property.

Screenshot of the Setup Assistant showing the tools to configure data collection and property settings for a new Google Analytics 4 property

The Setup Assistant tools

The best Google Analytics 4 setup comes from following the steps above to create a customized property tailored to your needs. The earlier you do this, the more historical data and insights you will have in Google Analytics 4. For example, SunCorp, one of Australia's largest financial services brands, prioritized setting up Google Analytics 4 to build a base of historical insights.

When Universal Analytics stops collecting data in 2023, we will have over two years of insights and reporting in Google Analytics 4. This is critical for a business like us to ensure we have a robust foundation of data to inform decision making. Mim Haysom
Chief Marketing Officer, Suncorp Group

Beginning in early 2023, the Setup Assistant will also create a new Google Analytics 4 property for each standard Universal Analytics property that doesn’t already have one — helping you jumpstart your migration. These new Google Analytics 4 properties will be connected with the corresponding Universal Analytics properties to match your privacy and collection settings. They’ll also enable equivalent basic features such as goals and Google Ads links. If you’d rather begin the switch on your own, you can opt out of having the Setup Assistant do it for you.

Get accurate insights with new machine learning solutions

Behavioral modeling uses machine learning to fill gaps in your understanding of customer behavior when cookies and other identifiers aren’t available. Soon, behavioral modeling will also be available in the real time reporting, giving you a complete view of the consumer journey as it happens. It’s helping marketers like Nestlé get accurate insights from more customer activity.

Behavioral modeling with Consent Mode in Google Analytics 4 drove a 23% increase in the observable traffic in analytics reporting on European and UK websites. Jaime Rodera
Privacy & Consumer Data Manager, Nestlé

Improve ROI with new actionable reporting and integrations

To get a more accurate picture of your campaigns across all of your marketing touchpoints, we will soon introduce custom channel grouping in Google Analytics 4 to help you see the performance of different channels aggregated. For example, you’ll be able to compare the performance of your paid search brand with your non-brand campaigns. These custom channel groupings work in reporting retroactively, and across the advertising and explore workspaces.

Your insights are only as good as the actions you can take from them. On top of Google Ads, Display & Video 360 and Search Ads 360, we will soon launch an integration with Campaign Manager 360 via Floodlight. This will allow marketers to bid towards Google Analytics 4 conversions in Display & Video 360’s automated bid strategies.

Now is the time to make Google Analytics 4 your cross-platform Analytics solution. Get started with Google Analytics 4 now, complete the setup by following our step by step guide and learn how to get the most out of it with the refreshed Google Analytics 4 certification.