Experience the Freedom: GA4 Provides Marketers with Conversion Credit Flexibility in Google Ads
New feature allows advertisers to track the exact channel that led to a conversion, improving campaign effectiveness measurement.
Napkyn
Google has unveiled new changes that offer advertisers improved visibility into their conversion performance. This is a game-changer for marketers relying on GA4, as it will enable them to select which channels are eligible for conversion credit when sharing web conversions with Google Ads. This feature encompasses Google paid channels (formerly known as Ads-preferred) as well as paid and organic channels (formerly known as Cross-channel).
Benefits
With this new feature you now have the ability to discover which channels drive conversions. This data will prove incredibly useful to advertisers as they’ll be able to create new strategies to increase conversions and revenue with more confidence and certainty.
How it Works
The default setting for properties creating a link for the first time is Google paid channels.
Google paid channels: Only Google Ads paid channels are eligible to receive conversion credit.
Paid and organic channels: Paid and organic channels are eligible to receive conversion credit, but only credit assigned to Google Ads channels will appear in your Google Ads accounts.
Marketers can see which channels are eligible for credit for each conversion in the Conversions summary, Conversions details and the Campaigns tab in Google Ads. To find this information in Google Analytics go to the Settings page.
You can change your setting at any time. Just go to Google Analytics, To change your setting to change the setting. In Google Analytics, Admin > Attribution settings page. Once you change your settings these changes will take effect on all conversions moving forward.
Conclusion
The team at Google is continuing to update Google Analytics 4 with features that help marketers, agencies and advertisers develop effective strategies that boost conversions and revenue with greater confidence and certainty.
If you’re looking for help getting the most out of GA4 and/or Google ads, get in touch, our team of media and analytics experts are here to answer all of your questions.
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Experience the Freedom: GA4 Provides Marketers with Conversion Credit Flexibility in Google Ads
New feature allows advertisers to track the exact channel that led to a conversion, improving campaign effectiveness measurement.
Napkyn
June 29, 2023
Google has unveiled new changes that offer advertisers improved visibility into their conversion performance. This is a game-changer for marketers relying on GA4, as it will enable them to select which channels are eligible for conversion credit when sharing web conversions with Google Ads. This feature encompasses Google paid channels (formerly known as Ads-preferred) as well as paid and organic channels (formerly known as Cross-channel).
Benefits
With this new feature you now have the ability to discover which channels drive conversions. This data will prove incredibly useful to advertisers as they’ll be able to create new strategies to increase conversions and revenue with more confidence and certainty.
How it Works
The default setting for properties creating a link for the first time is Google paid channels.
Google paid channels: Only Google Ads paid channels are eligible to receive conversion credit.
Paid and organic channels: Paid and organic channels are eligible to receive conversion credit, but only credit assigned to Google Ads channels will appear in your Google Ads accounts.
Marketers can see which channels are eligible for credit for each conversion in the Conversions summary, Conversions details and the Campaigns tab in Google Ads. To find this information in Google Analytics go to the Settings page.
You can change your setting at any time. Just go to Google Analytics, To change your setting to change the setting. In Google Analytics, Admin > Attribution settings page. Once you change your settings these changes will take effect on all conversions moving forward.
Conclusion
The team at Google is continuing to update Google Analytics 4 with features that help marketers, agencies and advertisers develop effective strategies that boost conversions and revenue with greater confidence and certainty.
If you’re looking for help getting the most out of GA4 and/or Google ads, get in touch, our team of media and analytics experts are here to answer all of your questions.
More Insights
Four ways Google Cloud helps build data strength in Google Marketing Platform
Colin Temple
SVP, Data Solutions
Apr 21, 2026
Read More
YouTube Analytics + GA4 + BigQuery: Turn Video Data Into Revenue Insights
Cem Bakar
Cloud Architect
Apr 15, 2026
Read More
How to Reduce BigQuery Costs Without Sacrificing Performance
Shreya Banker
Data Scientist
Apr 1, 2026
Read More
More Insights
Sign Up For Our Newsletter