One of the highlights was the improved integration of Google Ads and Google Analytics 4 (GA4), which we at UnitedAds are looking forward to using for our customers.
Linking your GA4 property to Google Ads increases the flow of data between the two platforms, which changes the way we do engagement. and interpret conversion data.
This integration enables analytics with access to new Google Ads dimensions in the user acquisition report, visibility of Google Ads campaigns in the advertising space, and the ability to import Analytics conversions into your Google Ads account. In addition, this improves Google Ads remarketing with more detailed Analytics audience data.
The key factor here is the use of machine learning to extend data collection in the face of increasing privacy regulations.
Machine learning, however, is not only essential for bridging data gaps, but also takes data interpretation to a new level. With ML, GA4 can provide advanced insights by detecting anomalies, generating predictions, and identifying trends, which in turn provides berser reports and automatic notifications of anomalies.