Many businesses rely on Google Analytics as their source of conversion tracking and attribution data for marketing campaigns. However, the transition to Google Analytics 4 (GA4) has revealed limitations in using Google Analytics for tracking purposes.
Every business needs reliable conversion tracking to understand campaigns and optimize successfully, and GA4 might be falling short in providing accurate data.
Our Data team looked into the conversion tracking capabilities of GA4: here’s what we found out.
To remedy the undercounting issues, advertisers should explore using Google Ads tracking pixels to get a better understanding of campaign performance. This method tracks conversions from Google Ads campaigns only.
Google Ads tracking provides you with a large amount of data that can then be used to optimize your Google Ads channel, as well as give you an accurate figure when it comes to conversions. GA4 uses a different attribution model than both the old UA tracking and Google Ads tracking. Overall we saw a significant reduction in conversions and revenue attributed towards Google Ads traffic on GA4.
Combining Google Ads tracking with GA4 can help you get a better understanding of your campaigns, giving you more data to inform your strategy.
If you see a drop in conversion rates or campaign performance through GA4, your issue could be undercounting. Using GA4 alongside other tracking methods can provide you with the information you need to optimize successfully.