GA 4: import links from Google Ads and loss probability score

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The probability of loss metric shows the probability that a user who was active on a site or app in the last week will be inactive the following week.

There are two scenarios for using the probability of loss metric:

  1. Creating a projected audience of users who are unlikely to visit the site or app in the next week. 
  2. Analyzing the data with research. This will allow you to reallocate your marketing budget, for example.

In addition, you can now link a GA 4 account to a Google Ads account using a simplified link import from Universal Analytics, which is already set up. You can set up this link import in Google Analytics 4 “Administrator” by selecting "Linking to Google Ads" under "Linking Products".

What are the possibilities of linking GA 4 and Google Ads accounts:

  1. View Google Ads campaigns in the Traffic Source Overview report.
  2. Explore new Google Ads parameters in the "Traffic Sources" report.
  3. Import Analytics conversions into your Google Ads account.
  4. Supplement Google Ads remarketing with Analytics audience data.
  5. View Google Ads campaigns, including attribution reports, in the Advertising workspace.

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