> For the complete documentation index, see [llms.txt](https://docs.adalysis.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.adalysis.com/tools/performance/analyze-google-analytics-data.md). # Analyze Google Analytics data See what happened on your site, not just in your ads The Performance Analyzer shows you what changed in your ad account. If the account is connected to Google Analytics, you can also see what changed after the click: whether visitors engaged with your site, and whether they converted or bought something. #### Before you start * [Connect a GA4 property](https://docs.adalysis.com/integrations/google-analytics-ga4) to the Google Ads account. * This view is available for Google Ads accounts only. #### Running the analysis 1. Go to **Performance** > **Analyzer**. 2. Choose your campaign types, campaigns and time periods as usual. 3. Click **Analyze GA4 data** next to the **Compare** button.
Use **Back** to return to your settings and the standard analysis. > Google Analytics keeps data for up to 180 days, so you can't compare against the **Same period last year**. Choose **Previous period** or a **Custom** comparison period instead. The comparison period must end before today. The first time you analyze a period, Adalysis may need a minute or two to download the Google Analytics data. The screen checks again automatically and shows the results as soon as they're ready. #### Analyzing your results **Why cost per key event changed** The headline at the top shows how much your cost per key event changed and which factors drove the change. If the property has no key events, the headline uses cost per transaction instead, or cost per engaged session. **The flowchart** The metrics are split into three sections: | Section | What it covers | Metrics | | ---------- | -------------------------- | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | Traffic | The click reaches the site | Clicks, Cost, CPC, Sessions, Sessions per click, New users, New-user share | | Engagement | The visitor stays | Engaged sessions, Engagement rate, Bounce rate, Views per session, Avg. session duration, Cost per engaged session | | Conversion | The visit converts | Key events, Key-event rate, Cost per key event, Transactions, Transaction rate, Cost per transaction, Total revenue, Purchase revenue, Avg. order value, Revenue per session, GA4 ROAS | Metrics with no data in either period are hidden. For example, revenue metrics don't appear if the property doesn't track ecommerce. \[Screenshot: the GA4 flowchart] **Drivers to review** The right-hand column checks the most common reasons behind a change, and any setup issues that affect your data: * Tracking coverage * Auto-tagging * Google Ads link * Audience mix * Engagement * Landing pages * Conversion rate * Data freshness * Data thresholding * Currency **Campaigns and key events** Below the flowchart, you'll find: * **Campaigns**: each campaign's Google Ads clicks and cost next to what GA4 recorded for it * **Key events**: the property's key events, summed across the selected campaigns Click any column header to sort. **Explain with AI** Click **Explain with AI** for a plain-English summary of the whole comparison, or click the AI icon on any metric to find out what changed for that metric and why. > **Good to know** > > * GA4 days follow the Google Analytics property's timezone. Clicks and cost follow the ad account's timezone. > * If the property and the ad account use different currencies, revenue is shown in the property's currency and GA4 ROAS isn't shown. > * Google may withhold some low-volume rows (data thresholding). If so, the campaign figures may not add up to the totals. > * There's no PDF download for this view.