Google Ads now defaults to using conversion values from the connected Google Analytics 4 property when creating new conversions, generating a key event called conversion_event_add_event. Users must track and send this data for it to work properly. Experts recommend choosing the "Use Google Ads only" option to keep conversion tracking within Google Ads. The feature is rolling out gradually, so users should check their settings to match their tracking needs.
Google Analytics 4 now allows users to save segments at the property level, enhancing segment management and reusability. Users can create and save segments directly within their GA4 property and reuse them across different reports, saving time and reducing repetitive work. The rollout is gradual, starting with newly created properties. This update aims to maintain consistent audience definitions across reports.
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Users of GTM Server-Side and enhanced conversion need to check their GAds settings. If the configuration is at the account level, there are no issues. If it's only at the conversion level, the GTM Server-Side tag doesn't manage user_data parameters. To verify if user_data for enhanced conversion is sent, look for the em=tv.1~em parameter. If Google Ads only have detail conversion settings, use GTM Client Side Tag GAds Conversion. Google feedback is encouraged.
Matteo discusses their experience with Google Consent Mode V2 and its effect on Google Ads remarketing. After implementing this mode, a decrease in the Google Ads audience was observed. Since March 7th, due to the Digital Market Acts, Google Ads users must implement Google Consent Mode V2. This can be achieved through a Google-certified platform, banner settings, or webpage code.
