Skip to content

Upgrade to GA4: your search ads may depend on it

Google is turning off the data to its old Google Analytics products in less than three months’ time, and I hope all users reading this have set up the replacement ‘GA4’ by now. Yes, it’s hard to learn, and several everyday features are missing, but it’s the situation we’ve been put in.

One group of users who absolutely must ensure GA4 is working by 1 July is Google Ads advertisers whose bidding strategies are linked to conversions. This (very sensible) way of working requires data from Google Analytics to be passed back to Google Ads, so if the Analytics data stops flowing, so does the ability to record conversions.