As digital advertising becomes more sophisticated and competitive, Calgary businesses need every advantage to stand out, attract local customers, and optimize their return on investment (ROI). Google Analytics 4 (GA4) offers integration with Google Ads, making it easier than ever to analyze Google Ads performance, understand customer behavior, and refine campaigns for better results. Here’s how Calgary businesses can use GA4 and Google Ads together to improve campaign performance.
Understand GA4 and Google Ads Integration Benefits
The integration between GA4 and Google Ads allows businesses to track and analyze their ad campaigns in much more detail. Unlike Universal Analytics, which primarily focuses on tracking page views, GA4 captures in-depth user interactions—known as “events”—that help reveal a user’s journey from ad click to conversion. This event-based model helps Calgary businesses understand user intent, conversion paths, and critical engagement points within their websites or apps.
Key benefits include:
- Real-time reporting
- Insightful custom reports into customer journeys
- In-depth understanding of ad performance via custom Exploration reports
- Improved retargeting capabilities
By linking GA4 with Google Ads, Calgary businesses can gain a clearer picture of which ads are attracting quality traffic and where adjustments can improve ROI.
Set Up Key Event Tracking in GA4
Key event tracking is essential for measuring the success of ad campaigns. In GA4, key events can be set up to track key actions, such as form submissions, purchases, or any significant events that reflect business goals.
To set up key events, it’s best to create events in Google Tag Manager and then enable these events as key events in GA4. If you want help setting up key events for your GA4 property, please contact our GA4 consultant and we will be happy to help!
If you’re running a Google Ads campaign promoting a new service, tracking key events like “request a quote” or “contact form submission” helps you understand whether your Google Ads campaign is driving the online inquiries.
Use GA4’s Audience Builder for Targeted Ads
GA4’s Audience Builder feature allows you to create highly specific audience segments based on user behavior. You can target audiences who’ve visited certain pages, completed specific actions, or spent a certain amount of time on your website. GA4 then syncs these audiences with Google Ads for use in your campaigns.
For example, if you build a GA4 audience of users who have visited your website but haven’t yet converted, this audience can be synced with Google Ads. This allows you to launch a campaign specifically targeting these users. By focusing on this segment in Google Ads, you can create ad content that speaks directly to their interests, increasing the likelihood of engagement and conversion.
Analyze the Customer Journey with GA4’s Cross-Device Tracking
GA4’s cross-device tracking feature helps Calgary businesses understand how users interact with ads across multiple devices. For example, a user might click on a Google ad on their phone but later visit your site on a desktop to make a purchase.
Cross-device tracking allows you to see these touchpoints and understand the complete customer journey, helping you make more informed ad decisions. It enables Calgary businesses to determine which ads effectively drive conversions and allocate their budget accordingly.