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 to the Google Ads account.
This view is available for Google Ads accounts only.
Running the analysis
Go to Performance > Analyzer.
Choose your campaign types, campaigns and time periods as usual.
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:
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.
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