GA4 launched the Cross-Channel Conversion Performance report, a major upgrade for performance marketers to get a unified view of customer journeys. It offers a holistic comparison of paid, organic, and campaign performance in one report, providing deep financial metrics like ROAS, CPA, and total Revenue. This streamlines decision-making by allowing evaluation of all marketing channels without switching between GA and Google Ads.
Advertising Snapshot and Reporting Sections
The report includes an Advertising snapshot summarizing key event and conversion performance from Google Analytics events and key events. Conversions and key events have separate reporting sections.
Conversion Performance Report
The Conversion performance report shows which marketing channels led to conversions across accounts, with options to apply Analytics or Google Ads attribution settings, choose conversions to report, and select attribution models. Reporting can be based on conversion time or interaction time. The "All conversions" metric covers all primary and secondary conversion actions. Different dimensions can be applied in the report table.
Conversion Attribution Models
The conversion attribution models page enables side-by-side comparison of metrics for various attribution models, helping optimize ad performance across conversion journeys.
Conversion Management
Conversion management allows viewing and editing of conversion settings for Google Analytics and Google Ads side by side, aiding alignment with business objectives.
Key Events Reporting
Key events reporting distributes credit across paid, organic, and direct channels. Key events appear automatically once marked and can fill data gaps where conversions aren't available. They are managed independently from conversions except for default value settings.
Key Event Performance Report
The key event performance report lets users view key events with paid and organic channels, select product dimensions, and compare campaign performance across linked products like Google Ads, Search Ads 360, or Display & Video 360.
Key Event Attribution Paths Report
This report visualizes user journeys to complete key events, showing touchpoints, revenue, and time taken, providing insights into customer interaction timelines.
Key Event Attribution Models Report
This report allows side-by-side comparison of key event metrics across different attribution models.
Overall, the GA4 Cross-Channel Conversion Performance report offers comprehensive tools for marketers to analyze and optimize multi-channel marketing performance effectively.
