GA4 + Google Ads Integration: Get the Audiences and Reports Right

GA4 is Google's analytics platform — replaced Universal Analytics in 2023. When integrated with Google Ads, it unlocks:

Audience sharing (build remarketing in GA4, use in Ads).

Conversion sharing.

Cross-platform attribution.

Better reporting on user journeys.

Most accounts have GA4 installed but not properly integrated. Here's the fix.

TL;DR

The integration steps:

1. Create GA4 property.

2. Connect to your site (Shopify channel or gtag/GTM).

3. Configure ecommerce events.

4. Link GA4 ↔ Google Ads.

5. Import GA4 conversions to Google Ads.

6. Build audiences in GA4, share to Ads.

7. Enable Google Signals for cross-device attribution.

Step 1: Create GA4 property

In analytics.google.com → Admin → Create Property.

Property name: your site.

Time zone: PHT.

Currency: PHP.

Generate a Measurement ID (G-XXXXXXX).

Step 2: Install on your site

For Shopify

Settings → Sales Channels → Google & YouTube → enable GA4 integration.

For custom sites

Add gtag.js to ``:

```html

```

Or via GTM (Tag Type: GA4 Configuration).

Step 3: Configure ecommerce events

Standard GA4 ecom events:

`view_item`

`add_to_cart`

`view_cart`

`begin_checkout`

`add_payment_info`

`purchase`

For Shopify with native channel: auto-fired.

For GTM: configure tags for each event with proper parameters.

For gtag direct: trigger manually:

```js

gtag('event', 'purchase', {

transaction_id: '12345',

value: 1290,

currency: 'PHP',

items: [{

item_id: 'SKU-123',

item_name: 'Vanilla Hair Oil',

price: 1290,

quantity: 1

}]

});

```

Step 4: Link GA4 to Google Ads

In Google Ads → Tools → Linked accounts → Google Analytics 4 → Link.

Select your GA4 property. Approve.

This enables:

Google Ads can see GA4 audiences.

GA4 can see Google Ads campaign data.

Cross-platform attribution.

Step 5: Mark GA4 events as conversions

In GA4 → Configure → Events.

For `purchase`, mark as a conversion (toggle on).

Optionally mark other key events as conversions:

`generate_lead` (form fills).

`begin_checkout` (mid-funnel).

Step 6: Import GA4 conversions to Google Ads

In Google Ads → Tools → Conversions → New conversion → Import → Google Analytics 4.

Select `purchase` and any other GA4 conversion events.

Now Google Ads can use GA4-attributed conversions for bidding.

When to use GA4 vs Google Ads native conversion

For most ecom: use Google Ads native (gtag or Shopify channel). GA4 conversions are useful for:

Cross-device attribution Google Ads doesn't capture.

Attribution validation.

Lead-gen with longer funnels.

Don't double-count. If you import GA4 `purchase` to Google Ads AND have Google Ads native `purchase` firing, deduplicate at the bidding-strategy level (set GA4 as secondary).

Step 7: Enable Google Signals

In GA4 → Admin → Data Settings → Data Collection → Enable Google Signals.

This enables:

Cross-device tracking (logged-in Google users).

Demographics + interest reporting.

Better attribution.

PH users on Android and iOS with Google accounts contribute to this dataset.

Step 8: Build audiences in GA4

GA4 audiences are more flexible than Google Ads audiences.

Useful audiences

Engaged users (visited 3+ pages OR session > 2 min).

Cart abandoners (added to cart, no purchase, last 14 days).

High-value visitors (predicted purchase probability > 80% — uses ML).

Lapsed customers (purchased > 90 days ago).

Logged-in users (if your site has accounts).

Create audience

GA4 → Configure → Audiences → New audience.

Define conditions. Save.

Share to Google Ads

The audience auto-syncs to Google Ads (when accounts are linked) within 24 hours.

In Google Ads, find under Audiences → Eligible for use in campaigns.

Step 9: Use GA4 audiences in Google Ads

In any campaign:

Audiences → Targeting or Observation → Browse → Google Analytics audiences.

Add the GA4 audiences you've built.

Use cases:

Retarget cart abandoners with GA4-based audience.

Bid up on engaged users (Observation mode).

Exclude past purchasers from prospecting.

Step 10: Use GA4 reports for insights

Beyond ad attribution, GA4 reports surface:

Acquisition reports

Where users come from (channels, source/medium).

New vs returning users.

Engagement reports

Top pages.

Average engagement time.

Scroll depth (if configured).

Monetization reports

Revenue by channel.

Top products.

Average order value.

User reports

Demographics.

Interests.

Tech (device, browser).

Use for strategic insights, not daily decisions.

Common GA4 + Google Ads mistakes

1. Linking accounts but not importing conversions

GA4 reports conversions, but Google Ads can't optimize against them. Import.

2. Double-counting

Both Google Ads native and GA4-imported `purchase` firing. Pick one as primary.

3. Not using Google Signals

Cross-device attribution suffers without it. Enable.

4. Not building audiences

GA4 audiences are powerful and underused. Build at least 3–5.

5. Looking at GA4 reports daily

GA4 isn't a daily-use tool. Use weekly/monthly for strategic insights.

Attribution model in GA4

GA4 uses data-driven attribution by default. ML decides credit allocation across touchpoints.

This is the most accurate model for most accounts. Don't change unless you have specific reason.

Reporting alignment

Common confusion: Google Ads reports X conversions, GA4 reports Y conversions. They differ because:

Different attribution models.

Different click attribution windows.

Different deduplication logic.

10–25% variance is normal. Larger variance = tracking issue.

What to do this week

If GA4 isn't fully integrated:

1. Day 1: Create GA4, link to site.

2. Day 2: Configure ecom events, mark `purchase` as conversion.

3. Day 3: Link GA4 ↔ Google Ads, import conversions.

4. Day 4: Enable Google Signals.

5. Day 5: Build 3 GA4 audiences, share to Google Ads.

6. Day 6–7: Verify in Tag Assistant, monitor data quality.

Want help with GA4 setup?

A clean GA4 + Google Ads integration is the foundation of profitable ads. My Google Ads Specialist service includes full integration. Or learn the system in the Google Ads Course Philippines.

Related reading:

Google Ads Conversion Tracking

Google Tag Manager + Google Ads

E-commerce Tracking Setup