Meta invites more advertisers to implement GA4 integration with its Meta Events Manager. This allows you to map GA4 events to meta events.
But the problem is Why do we do this first?
Let’s investigate…
Yuan’s own words
The only current page of the metadoctor is the step-by-step guide. But the gains were not explicitly mentioned.
You may have seen a notification inviting you to apply this integration.
It starts:
Connecting to Google Analytics for early access to updates that can help improve campaign performance…
Have you seen it? this implement Not necessarily changing performance. This is a potential early channel renew.
It continues:
Advertisers who maintain high-quality connectivity will access new ad system updates early, increasing the average meta-element-driven conversions in the analytics tools by 5%.
wait. So, does this improve the attribution of advertising managers? Or in other analytical tools, such as GA4? Of course, this is the reading of other analysis tools.
The incident manager has no evidence
Although advertisers have assumed that this improves the ad manager’s attribution, I’m not sure if that’s OK. Not only does Meta’s documentation not support this claim, but nothing can prove it after setting up an event manager.
After setting up the transformation API, the benefits of its implementation will be repeatedly emphasized in the event manager. You will see the events that appear from it.
Meta will tell you about other conversions attributed to your settings.
But there is no similar situation in GA4 integration. No matter what happens, it will be invisible to advertisers.
My explanation
Since there is no new event record entering Events Manager, it is safe to assume that integration will not improve attribution in advertising managers. Maybe we’ll visit new updates that will help, but any potential updates are a complete mystery.
My guess is that this integration is designed to help GA4 attribute to meta-conversions. We know that this is the current problem and it reduces advertisers’ confidence in meta-advertising. Advertisers may spend more money if Meta can use third-party tools such as GA4 to improve this photo.
This will certainly help if Meta sheds light on the benefits and risks involved. Make sure to read my blog post where I discuss this information, and more about GA4 integration.
