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SEOSEOPaid AcquisitionPaid acquisitionProgrammaticWebsite MonetizationProgrammaticApp UAApp MonetizationWebsite monetizationKeyword ResearchSearch IntentApp acquisitionROASCPAApp monetizationCPCLTVAffiliateeCPMRPMRetail MediaAttributionConversion TrackingCreative IntelMMPHeader BiddingDSPSSPRTBAd ViewabilityFill RateASOSKAdNetworkARPDAURewarded VideoAd MediationAffiliateCreative TestingA/B TestingRetargetingLookalike AudiencesCampaign OptimizationBrand SafetySupply Path
SEOSEOPaid AcquisitionPaid acquisitionProgrammaticWebsite MonetizationProgrammaticApp UAApp MonetizationWebsite monetizationKeyword ResearchSearch IntentApp acquisitionROASCPAApp monetizationCPCLTVAffiliateeCPMRPMRetail MediaAttributionConversion TrackingCreative IntelMMPHeader BiddingDSPSSPRTBAd ViewabilityFill RateASOSKAdNetworkARPDAURewarded VideoAd MediationAffiliateCreative TestingA/B TestingRetargetingLookalike AudiencesCampaign OptimizationBrand SafetySupply Path

Google Ads

Google Analytics 4

Free

Google Analytics 4 is Google's event-based analytics platform for measuring activity across websites and apps. It organizes user interactions as events, supports conversions, audiences, explorations, attribution reports, and advertising integrations, and can link directly with Google Ads for audience sharing and campaign analysis. It is a core measurement layer for teams that need to connect acquisition spend with on-site behavior, lead quality, ecommerce outcomes, and cross-device customer journeys.

Analyticsweb analyticsconversion trackingattributionaudiences

What it does

Google Analytics 4 measures user behavior on websites and apps through a single event-based model: every interaction, from a page view to a purchase, is an event with parameters. It tracks acquisition sources, engagement, retention, and conversions, builds audiences that sync directly into Google Ads for remarketing and bidding, and offers Explorations for funnel, path, and cohort analysis beyond the standard reports. BigQuery export is available on the free tier, which gives analysts raw event data for SQL analysis. For advertisers, the Google Ads link is the key integration: imported conversions can power Smart Bidding, and GA4 audiences become targeting and exclusion lists.

Where it fits

GA4 is the default analytics layer of the Google stack, sitting between tag collection in Google Tag Manager and activation in Google Ads.

Core features

  • Event-based tracking model shared across web and app
  • Conversion (key event) measurement with Google Ads import
  • Audience builder that syncs to Google Ads in near real time
  • Explorations for funnels, paths, segments, and cohorts
  • Free raw-event export to BigQuery for SQL analysis

Best for

  • Advertisers connecting Google Ads spend to on-site outcomes
  • Teams measuring one user journey across web and app
  • Analysts who want raw event data without an enterprise contract

Beginner notes

  1. Data is not retroactive: conversions, audiences, and custom dimensions only collect from the day you configure them, so instrument early.
  2. Standard reports apply thresholding and sampling in some views; validate important numbers in Explorations or BigQuery.
  3. GA4 attribution differs from Google Ads attribution, so the same conversion can show different counts in each interface.
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Concepts behind this tool

ROAS

ROAS compares attributed revenue with advertising spend.

Marketing Attribution

Attribution assigns conversion credit to marketing interactions.

Conversion Tracking

Conversion tracking records the actions used to measure and optimize campaigns.

Page RPM

Page RPM estimates publisher revenue per one thousand page views.

Cost Per Acquisition

CPA is the average advertising cost required to generate a defined conversion.

Customer Lifetime Value

LTV estimates the economic value generated by a customer over time.

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