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)
You can find out more about this at Google, as well as Search Engine Journal.