Meta is inviting extra advertisers to implement a GA4 integration with their Meta Occasions Supervisor. This lets you map GA4 occasions to your Meta occasions.
However the query is why ought to we do it within the first place?
Let’s examine…
Meta’s Personal Phrases
Meta’s solely present web page of documentation is a step-by-step information. However there’s no specific point out of advantages.
You will have seen a notification that invitations you to use this integration.
It begins:
Join Google Analytics to get early entry to updates that may assist enhance marketing campaign efficiency…
Did you see that? The implementation doesn’t essentially change efficiency. It’s the potential early entry to updates.
It continues:
Advertisers who preserve a high-quality connection will get early entry to new advert system updates that offered an extra 5% common improve in conversions pushed by Meta of their analytics instruments.
Wait. So, does this enhance attribution in Advertisements Supervisor? Or within the different analytics instruments, like GA4? It actually reads like that is for different analytics instruments.
No Proof in Occasions Supervisor
Whereas advertisers have assumed this improves attribution in Advertisements Supervisor, I’m undecided it does. Not solely does Meta’s documentation not assist this declare, however there may be nothing in Occasions Supervisor after setting it up that will make this evident.
When you’ve arrange Conversions API, the advantages of its implementation are highlighted repeatedly throughout Occasions Supervisor. You see the occasions that got here in from it.
Meta will let you know the extra conversions that have been attributed since you set it up.
However nothing like this exists for the GA4 integration. No matter is occurring is invisible to the advertiser.
My Interpretation
Since there isn’t file of latest occasions coming into Occasions Supervisor, it feels secure to imagine that the mixing itself is not going to enhance attribution in Advertisements Supervisor. Possibly we’ll get entry to new updates that can one way or the other assist, however any potential updates are a whole thriller.
My guess is that this integration is meant to assist GA4 attribute conversions to Meta. We all know that that is in any other case a problem at present, which lowers advertiser confidence in Meta promoting. If Meta can enhance that image with third-party instruments like GA4, advertisers might spend extra.
It certain could be useful if Meta spelled out the advantages and dangers concerned. Be sure to learn my weblog publish the place I focus on this and extra in regards to the GA4 integration.
