When Google Analytics and Google Ads are linked, Google Ads can use conversion events from Google Analytics by importing these key events (designated conversions in GA4) as conversions into Google Ads. Once imported, Google Ads leverages these conversion events primarily to optimize bids for ad placements. This means that Google Ads' Smart Bidding strategies can automatically adjust bids in real-time based on the likelihood that an ad placement will lead to a conversion event tracked in Google Analytics, thereby improving campaign performance and maximizing conversion outcomes.
How the process works:
- Conversion events tracked in Google Analytics 4 (GA4) can be imported into Google Ads through the interface.
- These imported conversion events are used by Google Ads as signals for optimizing bidding strategies, such as Maximize Conversions or Target CPA.
- Google Ads uses this data to adjust bids dynamically to focus ad spend on placements more likely to result in conversions.
- This linkage ensures consistent and unified measurement of conversions across both platforms.
- While core conversion actions like purchases should be tracked natively in Google Ads, GA4 conversion events can complement these and serve as secondary conversion signals for bid optimization.
In summary, Google Ads uses the imported Google Analytics conversion events to optimize bids for ad placements by employing automated bidding strategies that target audiences and placements most likely to convert, improving the overall effectiveness and ROI of advertising campaigns.
