In the ever-changing world of digital advertising, our strategies and tools have undergone significant shifts. Not too long ago, the focal point of tracking conversions rested on the Google Ads Conversion tracking code. This code was generated right from the account and offered a comprehensive approach, especially when compared to the somewhat complicated process of importing goals from Universal Analytics.
In the period when goals were imported from Universal Analytics, the system only recognized conversions that adhered to the last-click model of Google Ads. This scenario posed a dilemma when an individual interacted with a Google ad, stumbled upon the website via an organic search, and eventually completed the desired action. While such instances didn’t register as conversions in Universal Analytics, Google Ads did acknowledge these situations as valid conversions. As a result, the decision to rely on Google Ads for conversion tracking was a natural one, given its ability to encompass a broader spectrum of scenarios.
Fast forward to the present, the arrival of Google Analytics 4 (GA4) has brought about significant changes to how we understand attribution. GA4’s approach to attribution is different from its earlier version. Google has moved away from only considering conversions attributed to the last click in GA4.
Theoretically, any conversion where Google Ads played a role should be imported into Google Ads. But theory and practice don’t always align seamlessly. A hint of skepticism arises as potential glitches loom in the shadows. Although the possibility of using GA4 exclusively for both tracking and importing is enticing, there are notable drawbacks to consider.
Pros and Cons of Exclusive GA4 Adoption
Certainly, a streamlined processes is alluring. Relying solely on GA4 for tracking and importing could save time and alleviate the frustration associated with additional tracking codes. Yet, there’s a flip side. The industry buzz suggests that GA4 isn’t importing as many conversions into Google Ads as the conventional Google Ads Conversion tracking code.
While we’re talking about relatively small discrepancies – around 5% – a margin is still a margin, and in the world of data, every percentage point counts. Moreover, there’s the issue of data delay. GA4’s data transfer pace lags behind that of tracking within Google Ads itself. This latency poses challenges, particularly when employing smart bidding strategies that thrive on recent conversion data.
The Value of Diversification
Redundancy is a key concept in any undertaking, providing an extra layer of security and problem-solving potential. This principle is equally applicable to conversion tracking. By utilizing both Google’s Conversion tracking code and GA4, advertisers enhance their ability to withstand challenges.
If one method experiences issues, the other serves as a dependable backup. Moreover, adopting this dual strategy empowers marketers to delve into comparisons. Significant discrepancies between GA4 and Google Ads data suggest issues within either system, triggering a closer examination and the possibility of corrective measures.
Striking a Balance
In light of these considerations, it’s prudent to maintain a balanced approach. Although the appeal of relying solely on a unified tracking solution is strong, it’s important not to ignore the potential downsides and uncertainties that come with adopting GA4. We recommend maintaining the use of both Google’s Conversion tracking code and GA4 in the future.
This may demand a little extra work, but the advantages far exceed the associated efforts. In the ever-changing world of digital advertising, flexibility and adaptability are key. The harmonious collaboration between these two tracking methods establishes a stronger base for gaining insights into conversions and refining strategies.
Embracing the Dynamic Landscape
In a world shaped by digital transformation, where change is the sole constant, it’s imperative to remain at the forefront of conversion tracking. Embracing the combination of Google’s Conversion tracking code and GA4 presents advertisers with all-encompassing insights, heightened adaptability, and analytical experience. This approach not only facilitates business growth but also maximizes the potential for success.
If you’re ready to dominate Google ads in this ever-evolving landscape and grow your business but would like expert assistance, reach out to us at stubgroup.com for a free consultation. We can help you take your advertising to the next level.
