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

ByBrian Bateman

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.

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.

Brian Bateman

Brian Bateman is an experienced IT professional with over 30 years of experience in the field. Since 1998, Brian has been providing expert e-commerce website development, search engine optimization, and internet marketing services to clients across a range of industries. He is recognized as an expert in his field and has helped many businesses achieve their digital marketing goals. If you need assistance with any of these topics, Brian can be reached at splinternetmarketing@gmail.com or by calling 920-285-7570 during business hours.