Connecting Google Analytics 4 (GA4) to Google Ads allows you to leverage website behaviour data – like which pages customers visit and actions they take – to optimise your advertising campaigns and improve your return on investment.
- Audience Creation: GA4 now features enhanced audience building capabilities, allowing you to create highly specific remarketing audiences based on user engagement, demographics, and even predicted behaviours.
- Conversion Modelling: As of early 2026, Google Ads utilises GA4’s advanced conversion modelling to fill data gaps caused by privacy restrictions, providing a more complete picture of campaign performance.
- Automated Bidding: GA4 data feeds directly into Google Ads’ automated bidding strategies, such as Target CPA and Maximise Conversion Value, enabling more intelligent bid adjustments.
- Cross-Channel Attribution: Current systems include GA4’s data-driven attribution modelling, which provides a more accurate understanding of how different marketing channels contribute to conversions.
In 2026, Australian businesses need to be particularly mindful of data privacy regulations like the Privacy Act. Connecting GA4 and Google Ads correctly ensures compliance by allowing you to manage data collection and usage transparently, respecting user consent preferences. This integration is crucial for accurate campaign reporting and avoiding potential penalties.
Instead of navigating these technical complexities yourself, let ROI.com.au handle the integration and optimisation of your GA4 and Google Ads accounts. We can take care of all this for you.
