allows marketers to choose conversion credit eligibility for Google Ads

Google has announced a series of changes to its Adwords platform that will provide advertisers with better conversion data.

Marketers working with GA4 can now choose which channels are eligible for conversion credit when web conversions are shared with Google Ads. This is applicable to Google paid channels, formerly Ads-preferred, and Paid and Organic channels, formerly Cross-channel.

Why do we care? The new feature will help you understand and measure your campaign’s impact by letting you know which channels are contributing to conversions. These data will be extremely useful for advertisers, as they can create new strategies with greater confidence and certainty to increase conversions.

How it works Under the tabs Conversions Summary, Conversions Detail, and Campaigns, advertisers can see which of their channels is eligible to receive credit for each conversion. This information is available in Google Analytics’ Attribution Settings page.

What channels are eligible? In this instance, there are two channels that are to be considered.

• Google Ads Paid Channels:Only Google Ads-paid channels are eligible for conversion credit.
• Paid channels and organic channels: Both paid and organic channels can receive conversion credits, but only the credit that is assigned to Google Ads will show up in your Google Ads account.

Marketers can choose to use organic or PPC channels as an alternative.

How to change the settings. This set-up in Google Analytics can be changed at any time via the Admin > Settings for Attribution page. After you update your preferences, the changes will be reflected in future conversions.

Google’s statement. In a press release, the search engine explained:

• You can select the channels that are eligible to receive conversion credit when web conversions are shared with Google Ads. These channels include Google paid channels (formerly Ads-preferred), Paid and organic channels, or Cross-channel.

Deep Dive:Click Here for more information on which channels can receive credit for conversions and how to Import conversions into Google Ads.

The original Search Engine Land post GA4 offers marketers more choices in Google Ads conversion credits.