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, in order to feed in more traffic insights to help improve ad performance.
As you can see in this example, shared by digital ads consultant Samantha Noble, some advertisers are now being prompted to connect their Google Analytics account into their Meta Ad Manager profile via a pop-up notification in Ads Manager.
The linking process is managed via Meta Events Manager, which is where you can oversee integrations with your Meta Ads account.
And once connected to Google Analytics, Meta’s system is then able to use aggregated data from Google to establish more context for your web traffic, which, in combination with the Meta Pixel and the Conversions API, could help to provide more understanding of key performance drivers for your campaigns.
Ad managers have the option to connect “All traffic sources” or “Only traffic coming from Meta,” so you do have some control over the amount of insight that Meta gleans from this connection.
Meta also advises that managers should maintain “connection quality” by ensuring relevant events are mapped through the link.
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.
Which is significant, while the added traffic insight will also provide Meta’s ad system with more context to further enhance and train systematic performance over time.
I mean, not everyone’s going to be comfortable linking up their data sources, and allowing Meta to peek at their website performance. But it does make sense, in that it will provide expanded insight into how your campaigns are driving traffic, and the exact types of activity that users are then undertaking on your site as a result.
Which, again, will also help Meta better understand ad engagement behavior, and the key elements, in broader terms, that drive conversion.
Meta’s still rolling this out, so it may not be available to you yet. But it’s another potential ad enhancement to consider.
You can read more about Meta’s integration with Google Analytics here.
