As you might have heard, in July of 2023, we will witness the deprecation of Universal Analytics, but at the same time, Google is introducing a new integration of Google Analytics 4 and Search Ads 360. This means that we will start seeing more valuable data sharing between the platforms.
According to Google, when linking your Google Analytics 4 property to your Search Ads 360 advertiser, you’ll get the following benefits:
- Analytics exports conversions to Search Ads 360
- Search Ads 360 campaign and cost data is imported to Analytics
- Analytics app- and site-engagement metrics are available in Search Ads 360 reports (available only if you have upgraded to the new Search Ads 360 experience)