le introduces the new GA4 cross-channel fractional web conversions feature

Google Ads recently added a feature that allows it to import fractional web conversion credits across channels from Google Analytics 4.

How does it work? Previously, web conversions from Google Analytics were imported using a last-click cross-channel approach. They were then assigned to Google Ads according to the attribution model selected in the Google Ads user account. The conversion was not imported into Google Ads if the last click didn’t originate from Google advertising.

Google Ads imports fractional credits for cross-channel conversions, even if the last click on a non-direct channel was not a Google Ads click. If data-driven credit attribution is selected for an imported conversion, then all fractional Google credits that are visible in Google Analytics reporting will be imported to Google Ads regardless of the last touchpoint.

Dig deeper. Google has released an announcement.

Why do we care? This upgrade enables advertisers to make more informed decisions about their ad spending, which leads to an improved ROI and greater campaign effectiveness. Advertisers can gain a better understanding of the entire customer journey by considering all touchpoints. This will allow them to allocate resources more efficiently and achieve better results.

The first Search Engine land published the post Google implements new GA4 fractional and cross-channel web converters feature.