Why Google Analytics Conversions Are Not Enough

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If you are already using Google Analytics on your website, you may be wondering why you can't just use the conversions from Google Analytics 4. In principle, there is nothing wrong with that, but you should take a two-pronged approach and set up Google Ads conversions in addition to the Google Analytics 4 conversions. Why? It's simple: if your Analytics code doesn't load, you can at least still record the conversions via Google Ads. There are also some exclusive Google Ads conversions that are only available in Google Ads conversion tracking.


If you haven't switched to Google Analytics 4 yet, you should definitely use Google Ads conversions. The old Google Universal Conversions are outdated and don't offer all the attribution settings that are standard today. If you're still using the very outdated Google Universal Analytics, you'd better plan to switch to Google Analytics 4 quickly .

Outlook: The Future with Advanced Conversions

If you've read this far and still haven't lost interest in conversion tracking, we have another nice preview for you. With Google's "Advanced Conversions" it is possible to recognize users over the latvia whatsapp phone number course of the customer journey. This works using unique characteristics such as the email address or telephone numbers of your customers. If a conversion is completed on your website, this information is transmitted in encrypted form to Google servers and compared there with tens of millions of user accounts. In this way, Google can assign different touchpoints to a user. This makes your website's conversion tracking more robust against ad blockers and the elimination of cookies.

Google's "Advanced Conversions" still sound a bit like a thing of the future, but most successful online shops are already using them. Your website will particularly benefit from "Advanced Conversions" if many of your website visitors object to the collection of cookies or if your visitors' customer journey is particularly long. In our instructions for setting up "Advanced Conversions" we show you in detail how your website can benefit from Google's new conversion types.