Google announced is enabling the integration of Google Analytics 4 (GA4) properties with AdSense accounts.
This update makes AdSense data available in GA4 reports and scans, providing a more comprehensive view of website performance.
Connecting GA4 and AdSense
Merging AdSense data with other website analytics, such as traffic sources and user behavior, provides a comprehensive understanding of website performance.
You can use this information to identify patterns and insights that can help optimize ad revenue.
The integration allows Analytics to automatically collect certain events, such as ad clicks, ad impressions, and ad queries.
Automatic collection of these events for each ad can increase the number of billable events for 360 properties, providing accurate reporting of ad interactions.
This eliminates the discrepancies previously seen with the integration between Universal Analytics and AdSense.
how to do it
Follow these steps to link an Analytics property to your AdSense account:
Sign in to your AdSense account. Click account > Access and authorization > Google Analytics integration. Click + New link. Select the property you want to link from the list. Click Create a link.
Your property is linked to AdSense.
How it all works
The integration of GA4 and AdSense works through key processes such as shared identifiers, automatically collected events and data union.
For the integration to work, GA4 and AdSense tags communicate using shared identifiers to match each ad impression to its corresponding GA4 event.
This tag-to-tag communication ensures that the registered identifiers are the same between GA4 and AdSense for a single event and its corresponding ad impression.
GA4 collects specific events automatically using the Google tag.
This integration uses the ad_impression and ad_click events to populate data in GA4. The ad_query event is used to join data.
In addition, GA4 joins its data with AdSense log files using shared identifiers to match AdSense data with Analytics data.
Information and configuration parameters, available when each event occurs, are used in this integration process.
Once the AdSense reporting integration is set up, AdSense revenue data will be available in the GA4 property’s main Explorations menu.
Dealing with data discrepancies
Despite the improved integration, there may be discrepancies between your AdSense account reports and those in the AdSense section of Analytics.
These can be caused by iframes, security or other blocking software, the new AdSense/Analytics integration, time zone settings, and missing Analytics data.
Make sure the Google tag is set up correctly on your website and allow up to 24 hours for data to appear in your reports after linking your AdSense and Analytics accounts.
To sum up
GA4 and AdSense integration provides a wealth of data insights.
Despite the potential to optimize website performance and ad revenue, be aware of the limitations.
Approach this integration with an understanding of its benefits, drawbacks, and potential data discrepancies.
Featured Image: M-Production/Shutterstock
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