Google to Merge GA4 and Google Ads Conversion Windows

The duration after an ad interaction (e.g., a click or video view), within which a conversion is recorded, is known as the conversion window. At present, both Google Ads and GA4 allow independent configuration of conversion window settings, which results in performance reporting inconsistencies between the two platforms.

To address this issue, Google plans to automatically update the conversion window settings for GA4 imported conversions in Google Ads, thereby ensuring report consistency. This change aims at providing more precise insights to marketers and enabling them to optimize their campaigns more effectively.

Why is Google making this change?

The purpose of this change is to provide more accurate insights to advertisers who use both Google Ads and GA4. By unifying conversion window settings, Google aims to reduce confusion and discrepancies in performance reporting.

Previously, advertisers could select conversion window lengths ranging from one to 90 days in Google Ads. However, with this change, Google Ads will solely use GA4’s conversion window settings, which allows for a more consistent reporting experience across platforms.

What do advertisers need to do?

Google is informing advertisers of this update through email. Advertisers whose accounts have conversions with incongruent conversion window settings in both GA4 and Google Ads may receive an email resembling the one received by an advertiser.

The email sent to the advertiser states, “Conversion window settings for GA4 imported conversions in Google Ads will be automatically updated to match those in GA4… The update will take effect on March 31, 2023, conversion window setting changes can be made in the GA4 user interface.”

Although this update can alleviate confusion, certain advertisers may need greater flexibility. If you need more flexibility in your conversion window settings, you can opt out of this change by contacting Google support.

Google advised Advertizers to review their conversion window settings in both GA4 and Google Ads to ensure that they are aligned with their campaign goals and objectives. This is particularly important for advertisers who use both platforms to track their campaigns.

How will this change affect advertisers?

The change will primarily affect advertisers who use both Google Ads and GA4 to track their campaigns. By unifying conversion window settings, Google aims to provide more accurate insights and help advertisers optimize their campaigns more effectively.

However, this change may also affect advertisers who rely on longer conversion windows in Google Ads. With the maximum conversion window length set to 28 days in GA4, advertisers who previously used longer conversion windows may need to adjust their tracking strategy.

Additionally, some advertisers may require more flexibility in their conversion window settings. While Google allows advertisers to opt-out of this change, it may be necessary to contact Google support to do so.

Final Thoughts on Merging GA4 and Google Ads.

Google’s recent announcement about unifying conversion window settings in GA4 and Google Ads is a significant change for advertisers. By ensuring report consistency, Google aims to provide more accurate insights and help advertisers optimize their campaigns more effectively.

While this change may affect advertisers who rely on longer conversion windows, it ultimately aims to reduce confusion and discrepancies in performance reporting. By reviewing conversion window settings in GA4 and Google Ads, advertisers can ensure that their tracking strategy aligns with their campaign goals and objectives.

If you have any questions about this change, contact Google support to learn more about your options. With accurate performance reporting, advertisers can make data-driven decisions that help them achieve their marketing objectives.

Attention advertisers! ? Google Ads & GA4 are merging their conversion windows on March 31, 2023. This means more precise insights and better campaign optimization. Review your conversion window settings in both platforms and contact support for flexibility options. You can also discuss this with Purple Cow Services. We are ready to guide you. Contacts us Now!