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Google implements a new GA4 fractional, cross-channel web conversions feature

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Summary. As a Google Ads specialist, I have exciting news to share with you. There’s a new feature available that can revolutionise your ad optimisation strategies. You can now import fractional, cross-channel web conversion credits from Google Analytics 4 into Google Ads. This enhancement is a game-changer as it considers all touch points, even if the last click wasn’t from Google advertising.

By leveraging this tracking enhancement, advertisers can make better-informed decisions and gain a comprehensive understanding of the customer journey. This means you can now optimise your ads based on a more holistic view, maximising your return on investment (ROI) and achieving improved campaign effectiveness.

Don’t miss out on this opportunity to take your Google Ads campaigns to the next level. Embrace this new feature, import fractional, cross-channel web conversion credits, and unlock the power of comprehensive ad optimisation.

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The new tracking enhancement could lead to more precise measurements and improved optimization.

Google Ads has recently implemented a new feature that allows the platform to import fractional, cross-channel web conversion credits from Google Analytics 4 properties.

How it works. In the past, web conversions were imported from Google Analytics 4 using a cross-channel last click approach and then assigned in Google Ads based on the chosen attribution model in the user’s Google Ads account. This meant that if the final click did not originate from Google advertising, the conversion would not be imported into Google Ads.

With the latest update, Google Ads now imports fractional cross-channel conversion credits, even when the last non-direct click was not from Google advertising. For instance, if data-driven attribution is chosen for an imported conversion action, all fractional, attributed Google credits visible in Google Analytics 4 reporting will be imported into Google Ads, irrespective of the last touchpoint.

Dig deeper. Read the announcement from Google here.

Why we care. This upgrade allows advertisers to make better-informed decisions when optimizing their ad spend, leading to improved ROI and increased campaign effectiveness. By considering all touchpoints in the customer journey, advertisers gain a holistic view of their marketing efforts, ensuring they allocate resources efficiently and ultimately achieve better results.


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Google ads specialist

Mike Raybone is a highly experienced Google ads specialist who helps businesses develop effective marketing strategies. His services are designed to improve a business’s marketing strategy and help them achieve their goals, get in touch today to find out more.