Google 广告
Google Analytics 4
追踪广告带来的用户行为和转化路径，配合 Google Ads 分析 ROI 和归因。
主要用途
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.
所在链路
GA4 is the default analytics layer of the Google stack, sitting between tag collection in Google Tag Manager and activation in Google Ads.
核心功能
- 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
适合谁用
- 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
新手提示
- Data is not retroactive: conversions, audiences, and custom dimensions only collect from the day you configure them, so instrument early.
- Standard reports apply thresholding and sampling in some views; validate important numbers in Explorations or BigQuery.
- GA4 attribution differs from Google Ads attribution, so the same conversion can show different counts in each interface.