The metrics that are different yet still complementary between Search Ads 360 and Google Analytics 4 are conversions.
- Return on investment (ROI)
- Return on ad spend (ROAS)
- Engagements
- Conversions
The correct answer is: Conversions
Explanation: There are inherent differences in how conversions are measured and reported between Search Ads 360 and Google Analytics 4, owing to various factors. These include the types of ads supported, the way unattributed conversions are counted, and the methods used to attribute conversions to specific days.
When you link Google Analytics with Google Ads or Microsoft Advertising, the resulting data in Google Analytics might slightly vary from what Search Ads 360 reports for the same campaigns. This difference arises because Search Ads 360 focuses on data related to visits from Search Ads 360, while Google Analytics bases its data on clicks from Google Ads or Microsoft Advertising.
Both platforms use distinct systems for counting conversions and attributing them to days. Additionally, Search Ads 360 displays Google Analytics data only from the day it is linked to Google Analytics. Therefore, if the Google Analytics report predates this linkage, the data between the two will not correspond.
Moreover, Search Ads 360 applies scaling to conversion metrics when direct measurement is not feasible, a practice not followed by Google Analytics. Despite these differences, both sets of metrics complement each other, providing a broader and more nuanced understanding of conversion performance across the platforms.
Read more here: https://support.google.com/searchads/answer/2791195
Chapter 16: Use Search Ads 360 and Google Analytics 4