Google Ads has begun converting some of its conversion metrics from Universal Analytics 3 to Google Analytics 4 (UA3 to GA4) and it caught some advertisers off guard, despite numerous notices that this will eventually happen.
Ginny Marvin, the Google Ads Liaison, posted about this on X and said, “Some advertisers have noticed our system making changes to GA4 conv actions in their Google Ads accounts. This is the conversion swapping piece of the Setup Assistant migration process with the turndown of Universal Analytics.”
“Ahead of the migration, advertisers that had UA properties linked with their Google Ads accounts were notified of this & the option to opt out of the Setup Assistant configuring certain corresponding conversions and/or audiences in GA4 & applying them in Ads accounts,” Marvin added.
“With the turndown process taking some time, we understand that some advertisers may be caught off guard with these changes being made now and apologize for the confusion. The updates are aimed at mapping UA conv to GA4 conv settings for bidding & avoid duplicate measurement,” Ginny Marvin also said.
Here are those tweets:
Some advertisers have noticed our system making changes to GA4 conv actions in their Google Ads accounts. This is the conversion swapping piece of the Setup Assistant migration process with the turndown of Universal Analytics: https://t.co/a2T2n66OCg 1/3
— AdsLiaison (@adsliaison) September 18, 2023
With the turndown process taking some time, we understand that some advertisers may be caught off guard with these changes being made now and apologize for the confusion. The updates are aimed at mapping UA conv to GA4 conv settings for bidding & avoid duplicate measurement. 3/3
— AdsLiaison (@adsliaison) September 18, 2023