You might have already configured the legacy version of Google Analytics (also known as Universal Analytics) along with Google Ads and now be thinking why does it matter whether we connect Google Analytics 4 and Google Ads? Well to answer your question in more detail, here are a few key benefits.
Event-based model:
Universal Analytics relied on the traditional session-based goal format that we have known for years. These session-based goals were the only way to import user interactions into the Google Ads data. With the limitation of 20 goals per reporting view, it was rather tough to define and configure the audience for best campaign performance.
This problem is now solved. Google Analytics 4 uses an event-based model which means that you can configure more key user interaction into your Google Ads account without firing a conversion tag for individual actions. Now you can define your audience in a more detailed manner based on events like a scroll, file download, video play, and custom events.
Custom-parameter reporting in events:
In Google Analytics 4 you can specify up to 25 custom parameters per event. This feature has brought a new way to define your audience using the custom parameters and event conversion data. When you connect your Google Analytics property with Google Ads account, you can import all of these custom parameters and then define your target audience accordingly.
Measure app conversions from Google Analytics 4 properties:
If you have an Android or iOS app, you can measure how your campaigns drive app installs and in-app actions, including those collected via the Firebase SDK.
Excluding specific events and user properties from ads personalization:
With the Google Analytics 4 user properties and permission feature, you can now exclude a specific event or particular user property from being used in personalized ads and hence keep it just for reporting purposes.