Integrating GA4 with Google Ads, CRM, and Marketing Tools

Integrating GA4 with Google Ads

Google Analytics 4 (GA4) integrates directly with Google Ads via a native linking process in either platform's admin interface, enabling data sharing for conversion tracking, audience import, and campaign optimization. This bidirectional link allows GA4 audiences to be used for Google Ads targeting and GA4 conversions to import into Google Ads for bidding.

Steps to Link GA4 and Google Ads

You can initiate the link from GA4 or Google Ads; both require editor/admin permissions in GA4 and admin access in Google Ads.

From GA4 Admin:

1. Go to Admin > Product Links > Google Ads Links.
2. Click Link, select your Google Ads account(s), and click Confirm.
3. Configure settings like Personalized Advertising (enabled by default) and Auto-tagging, then submit.

From Google Ads:

1. Click Tools & Settings > Linked accounts (or Data manager > + Connect Product > Google Analytics (GA4) & Firebase).
2. Select your GA4 property, enable options like Import GA4 audiences or Import app/web metrics, and click Link.

Once linked, view Ads data in GA4's Acquisition reports and import audiences/conversions for Ads campaigns.

Key Benefits:

• Enhanced conversion tracking across web/app.
• Audience segmentation for targeted Ads (e.g., purchasers or page viewers).
• Cross-platform user journey insights.

Integrating GA4 with CRM and Marketing Tools

Direct native integrations for CRM (e.g., Salesforce, HubSpot) or general marketing tools are not built into GA4; use third-party no-code platforms like Zapier for automation.

Zapier Examples for GA4 + Google Ads/CRM:

• Trigger GA4 conversion events to create offline conversions or customer lists in Google Ads.
• Send new Google Ads leads as GA4 events or update CRM contacts.
• Automate workflows like adding GA4 events to CRM (e.g., new leads → HubSpot/Salesforce) without coding.

Other Tools:

• Platform-specific integrations, e.g., Sprinklr (OAuth for GA4 data) or Bookeo (enable GA4 tracking code).
• For custom CRM, use GA4's developer APIs for scaled data export/import.

Verify permissions and test data flow post-setup, as European users may need consent for personalized ads. If issues arise, check Google's official support for updates.