To your agency client’s inquiry about which metrics are different yet still complementary between Search Ads 360 and Google Analytics 4, your answer is conversions.
- Your answer is engagements.
- Your answer is return on ad spend (ROAS).
- Your answer is return on investment (ROI).
- Your answer is conversions.
The correct answer is: Your answer is conversions
Explanation: There are measurement differences between these two platforms due to the nature of supported ad types, the counting of unattributed conversions, and the way conversions are attributed to specific days.
When Google Analytics is linked with Google Ads or Microsoft Advertising, the resulting data in Google Analytics might be slightly different from the data in Search Ads 360 for the same campaigns. Search Ads 360 focuses on data associated with visits from its platform, whereas Google Analytics presents data based on clicks from Google Ads or Microsoft Advertising.
Furthermore, Search Ads 360 and Google Analytics have distinct methods for counting and attributing conversions. It’s important to note that Search Ads 360 only begins to display Google Analytics data from the day the two platforms are linked. So, if the Google Analytics report predates this linkage, the data between the two will not align.
Additionally, Search Ads 360 employs scaling for conversion metrics when direct measurement isn’t possible, a feature not present in Google Analytics. Despite these differences, the conversion metrics from both platforms offer complementary insights, providing a more complete view of campaign performance.
Read more here: https://support.google.com/searchads/answer/2791195
Chapter 16: Use Search Ads 360 and Google Analytics 4