Google announces the integration of Google Analytics 4 and AdSense
3 mins read

Google announces the integration of Google Analytics 4 and AdSense

Google has announced that it will allow Google Analytics 4 (GA4) properties to be integrated into AdSense accounts.

This update allows AdSense data to be made available in GA4 reports and explorations, providing a more comprehensive view of site performance.

Connect GA4 and AdSense

Merging AdSense data with other website analytics, such as B. Traffic sources and user behavior, allows for a comprehensive understanding of website performance.

This information can help you identify patterns and insights that can help optimize ad revenue.

The integration allows Analytics to automatically track certain events such as ad clicks, ad impressions, and ad queries.

Automatically capturing these events for each ad can increase the number of billable events for 360 properties and provide an accurate report of ad interactions.

This eliminates discrepancies that previously existed with the integration between Universal Analytics and AdSense.

How it goes

Follow the steps below to associate an Analytics property with 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 link.

Your property is now linked to AdSense.

how everything works

The GA4 and AdSense integration is accomplished through key processes including shared IDs, automatically captured events, and data linking.

For the integration to work, GA4 and AdSense tags communicate using common IDs to associate each ad impression with the appropriate GA4 event.

This inter-tag communication ensures that the logged IDs are identical between GA4 and AdSense for a single event and the corresponding ad impression.

GA4 automatically captures certain events via the Google tag.

This integration uses the ad_impression and ad_click events to populate GA4 with data. The ad_query event is used for data linking.

In addition, GA4 associates its data with AdSense log files using common IDs to match AdSense data with Analytics data.

The information and configuration settings available with each event are used in this integration process.

Once the AdSense reporting integration is set up, the AdSense revenue data will be available in the Explorations main menu of the GA4 property.

Dealing with data discrepancies

Despite the improved integration, there may be discrepancies between the reports in the AdSense account and those in the AdSense section of Analytics.

These can be caused by iframes, security or other blocking software, new AdSense/Analytics integration, time zone settings, and missing analytics data.

Make sure the Google tag is set up correctly on your site and allow up to 24 hours for data to appear in reports after linking your AdSense and Analytics accounts.

In total

The integration of GA4 and AdSense offers a wealth of data insights.

Despite the potential to optimize website performance and advertising revenue, beware of limitations.

Approach this integration with an understanding of its pros and cons and the potential for data discrepancies.


Featured Image: M-Production/Shutterstock