Google Ads Announces Backend Update to Google Analytics 4 with Bug Fixes Impacting Conversions

Google Ads has recently announced that it will be launching a backend update to its Google Analytics 4 (GA4) with bug fixes and improvements. The update is expected to roll out in about a week, and it could impact conversions in campaigns with attached target CPA or target ROAS.

Google Ads is set to release a backend update to Google Analytics 4 (GA4), which is anticipated to roll out within a week. This update includes bug fixes and enhancements that could significantly affect conversions in campaigns utilizing target CPA (Cost Per Acquisition) or target ROAS (Return On Ad Spend). As a result, some conversions that were previously reporting as zero might now reflect a more accurate volume, leading to potential changes in ad spend. Businesses using Google Ads can adjust their targets to manage spending levels or modify impacted conversion action optimization settings to 'secondary' to avoid disruptions in their advertising campaigns.

Implications for Local Businesses

Local businesses relying on Google Ads should closely monitor their campaigns following the update. This backend change could lead to an initial fluctuation in conversion metrics, which might impact budget allocation and overall advertising effectiveness. By staying informed and ready to make necessary adjustments, businesses can maintain control over their campaign performance.

Cost Management Tips

• Regularly review your campaign's performance metrics to identify any significant changes post-update.
• Adjust your target CPA or ROAS to align with your budget constraints if conversions increase unexpectedly.
• Consider setting impacted conversion action optimization settings to 'secondary' to mitigate any unexpected impact on your primary campaign goals.

FAQs

What is GA4?

Google Analytics 4 is the latest version of Google's analytics platform, which provides insights into website and app performance.

How can I prepare for this update?

Monitor your campaigns closely, be ready to adjust budgets, and stay informed about any official communications from Google regarding the update.

Will this update affect all campaigns?

While the update primarily impacts campaigns with target CPA or ROAS, all users should monitor their performance metrics to ensure continued alignment with business goals.

According to Google Ads, some conversions may shift from reporting zero conversions to a more accurate volume, which could cause a corresponding change in spend. However, users can adjust targets to control spend to desired levels or set impacted conversion action optimization settings to secondary to prevent their ad campaigns from being impacted by this change.

To identify impacted conversions, Google Ads has provided some steps that users can follow. They include visiting their Google Ads accounts that were impacted by the bugs, clicking on “Tools and Settings” in the top navigation menu, and then clicking “Conversions.” Users should look for any conversions with a source set to “Website (Google Analytics (GA4))” and with a conversion volume of zero when it should be more than zero.

Google Ads has also outlined what to expect after the fixes. URLs that some GA4 conversions were based on weren’t set properly, and these URLs will be set as intended. Some URLs had their query parameters dropped, and these parameters will no longer be dropped. Additionally, some URLs didn’t follow the expected format and included protocol information such as “http://”. Google Ads is enhancing its systems to handle a protocol when provided.

This backend update is expected to improve the performance of Google Analytics 4 and enhance users’ experience while using it. Users are encouraged to follow the steps provided by Google Ads to identify impacted conversions and adjust their targets accordingly to control spend to their desired levels.