Google has recently announced that it will be unifying the conversion windows for Google Analytics 4 (GA4) and Google Ads. This is a significant move that will impact how advertisers measure and optimize their digital marketing campaigns.
Historically, GA4 and Google Ads have used different conversion windows. GA4 uses a default 28-day attribution window for conversions, while Google Ads uses a default 30-day attribution window. This means that advertisers may see different conversion data in each platform, making it difficult to accurately measure campaign performance.
To address this issue, Google is unifying the conversion windows for both platforms. Starting in late April 2021, Google Ads will begin using the same 28-day attribution window as GA4. This means that advertisers will have a consistent view of their conversion data across both platforms.
The unification of conversion windows has several benefits for advertisers. Firstly, it will provide a more accurate picture of campaign performance. Advertisers will be able to see consistent conversion data across both GA4 and Google Ads, which will enable them to make better decisions about their digital marketing campaigns.
Secondly, it will simplify the process of setting up conversion tracking. With the same conversion window in both platforms, advertisers will no longer have to worry about setting different conversion windows for each platform.
Thirdly, it will make it easier to optimize campaigns across both platforms. With consistent conversion data, advertisers will be able to identify which campaigns are driving the most conversions and adjust their strategies accordingly.
It’s important to note that the unification of conversion windows only applies to new Google Ads conversions that occur after the change takes effect. Any existing conversion data will remain the same and continue to use the previous attribution window.
In conclusion, the unification of conversion windows for GA4 and Google Ads is a positive move for advertisers. It will provide a more accurate view of campaign performance, simplify the process of setting up conversion tracking, and make it easier to optimize campaigns across both platforms. Advertisers should be aware of this change and ensure that their campaigns are set up correctly to take advantage of these benefits.
