Between Search Ads 360 and Google Analytics 4, the metrics that differ yet are still complementary are conversions.
- Return on investment (ROI)
- Engagements
- Return on ad spend (ROAS)
- Conversions
The correct answer is: Conversions
Explanation: The difference in conversion metrics between Search Ads 360 and Google Analytics 4 arises due to several factors. These include the types of ads supported, the manner in which unattributed conversions are counted, and the methods used for attributing conversions to specific days.
When Google Analytics is linked with Google Ads or Microsoft Advertising, the data received from these platforms into Google Analytics might slightly differ from what Search Ads 360 reports for the same campaigns. This is because Search Ads 360 focuses on data related to Search Ads 360 visits, whereas Google Analytics bases its data on clicks from Google Ads or Microsoft Advertising.
Additionally, Search Ads 360 and Google Analytics employ different systems for counting and attributing conversions. Notably, Search Ads 360 only shows Google Analytics data from the day it is linked with Google Analytics. Therefore, if your Google Analytics report starts before this linkage, the data will not align.
Another key point is that Search Ads 360 scales conversion metrics when direct measurement isn’t possible, a process not replicated in Google Analytics. These variations, while present, complement each other in providing a broader understanding of campaign performance across different platforms.
Read more here: https://support.google.com/searchads/answer/2791195
Chapter 16: Use Search Ads 360 and Google Analytics 4