Meta has enhanced its integration with Google Analytics, allowing ad account managers to link their Google Analytics data to Meta's Ad Manager. This integration, managed through Meta Events Manager, provides advertisers with aggregated insights from Google Analytics, combined with data from the Meta Pixel and Conversions API. This holistic view is intended to improve ad performance significantly. Recent studies indicated a notable 5% increase in conversions for campaigns that utilized this data, helping Meta's system refine and enhance systematic performance over time.
After working on its integration with Google Analytics over the last year, Meta is now inviting more ad account managers to link their Google Analytics data into Meta's system.
The linking process is managed via Meta Events Manager, which is where you can oversee integrations with your Meta Ads account.
And as Meta notes, this additional insight could help to improve your results.
In a study conducted in January this year, across 1,075 ad accounts, Meta found that the added data from GA4 led to a 5% improvement in conversions.
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