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So far in this series we\u2019ve looked at BigQuery<\/a> and Display & Video 360<\/a>, this time we\u2019re focusing on Search Ads 360 and the benefits you can reap from linking it to your Google Analytics 4<\/a> account.<\/strong><\/p>\n Firstly, let\u2019s zoom out. What is SA360? Search Ads 360 (SA360) allows marketers to scale and optimise how they manage search campaigns. SA360 users are able to manage search campaigns across several international search engines from a single platform.<\/p>\n Basically, if you choose not to utilise SA360, you\u2019ll need to manage all your keywords and their performance from each separate search engine I.e. Google, Bing, Baidu. It\u2019s certainly possible, but will be far more time-consuming and you\u2019ll be missing out on management efficiencies and advanced bidding functionality.<\/p>\n In addition to saving time, let\u2019s take a look at some of the main reasons you might like to integrate your accounts.<\/p>\n By integrating these two accounts, you are able to export your defined conversions in GA4 back to SA360. This means your different tools can be working harmoniously towards the same goal. You can easily view web-based conversion insights in GA4 and SA360, meaning you can easily check and improve SA360 campaigns quickly.<\/p>\n With the two platforms speaking to each other, you are able to view your user, session and cost data from Search Ads 360 in GA4. Data as a standalone doesn\u2019t carry much meaning, but set within the context of GA4, alongside a broader set of analytics and against your overarching business goals, you\u2019re able to quickly identify new trends and opportunities and act sooner to drive better results. The same goes for linking your engagement metrics. So now you can not only review the budget spend, but potential customer interactions and the quality of them too.<\/p>\n Linking your GA4 with your SA360 to get a look into your customers\u2019 post-click behaviour. This allows you to see the full journey of user acquisition and engagement. Due to the deprecation of third-party cookies, it has become increasingly difficult to track the entire customer journey across different platforms. This improved customer view means that high-value journeys and audiences can be easily identified and then targeted through SA360. Get greater insights on how people have discovered and landed on your brand via SA360 ads, then overlay this with their online behaviour across other relevant platforms, from within your GA4 account. This makes for a very powerful picture of your target market; what captures their attention and ultimately, what gets them over the line.<\/p>\n Connecting these products also allows you to leverage your Google Analytics 4 data to build audiences in Search Ads 360. By enabling Google signals in GA4 then turning on Personalised Advertising in link settings, you\u2019ll have access to the audiences in the linked SA360 manager account.<\/p>\n This will mean you can incorporate the GA4 audiences into existing SearchAds audiences for targeting or have them operate on their own in SA360. Having this capability will help you to use your analytics data for more comprehensive audience creation, to better personalise ads, support remarketing, and bolster your overall campaign performance.<\/p>\n There\u2019s more good news: this powerful integration between SA360 and GA4 is no longer exclusively available to GA360 level accounts – which was the case prior, in Universal Analytics. These capabilities are now available to both standard and 360 GA4 properties.<\/p>\n These new capabilities for GA4 and SA360 are very exciting and as time goes on more of these features are likely to be increased and improved upon.<\/p>\n For more information, we\u2019ve put together a comprehensive guide on Google Analytics 4 and Privacy First Management, which provides an up-to-date overview of GA4\u2019s key features.<\/p>\n Download the guide to GA4 & Privacy-First Measurement here.\u00a0<\/em><\/strong><\/a><\/p>\n<\/blockquote>\n As a full-stack Google Marketing Platform & Google Cloud Partner, XPON Technologies can help to make the entire process of integration as smooth as possible. We also empower your team to make the most out of GA4 in this ever-changing privacy-first world. Get in touch with our team today<\/a>\u00a0if you have any questions or need support with your GA4 implementation, migration or integrations.<\/p>\n Other blogs in our GA4 series that may be of interest:<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" So far in this series we\u2019ve looked at BigQuery and Display & Video 360, this time we\u2019re focusing on Search Ads 360 and the benefits you can reap from linking it to your Google Analytics 4 account. What is SA360? Firstly, let\u2019s zoom out. What is SA360? Search Ads 360 (SA360) allows marketers to scale […]<\/p>\n","protected":false},"author":12,"featured_media":7768,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_focuskw":"Search Ads 360","_yoast_wpseo_title":"Benefits Of Linking GA4 and Search Ads 360 \u2028%%sep%% XPON","_yoast_wpseo_metadesc":"By integrating these two accounts, you are able to export your defined conversions in GA4 back to Search Ads 360","_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_meta-robots-nofollow":"","_yoast_wpseo_canonical":"","_et_pb_use_builder":"on","_et_pb_old_content":" The customer experience is one of the most critical factors determining any business's success. In today's digital age, customers expect a seamless and personalised experience, and companies constantly look for new ways to enhance it. One of the most exciting and innovative ways to achieve this is through augmented reality (AR).<\/p> AR technology allows businesses to superimpose digital information on the real world, creating a more immersive and interactive customer experience. This technology has the potential to revolutionise the way businesses interact with their customers, and companies are already using it to improve customer engagement and satisfaction.<\/p> One of the most popular ways that companies are using AR to enhance the customer experience is through the use of virtual try-ons. In the retail industry, this technology allows customers to virtually try on clothes, accessories, and makeup without needing to visit a store physically. This not only improves the shopping experience but also helps to reduce the number of returns. Companies like Sephora and L'Or\u00e9al have implemented virtual try-on technology in their mobile apps, allowing customers to see how different makeup looks on them before making a purchase.<\/p> Another way that companies are using AR to enhance the customer experience is through virtual tours. This technology allows customers to virtually explore a property, product, or event before making a decision to visit or purchase. Companies like Wayfair and IKEA have implemented virtual tours in their mobile apps, allowing customers to see how furniture looks in their homes before purchasing.<\/p> Similarly, real estate companies are using virtual tours to allow potential buyers to explore properties from the comfort of their own homes. AR is also being used to enhance the customer service experience. Companies like Lowe's and Home Depot have implemented AR technology in their mobile apps, allowing customers to view detailed product information, see how products look in different settings and even get virtual assistance from experts.<\/p> This not only improves the customer service experience but also helps to reduce the amount of time customers spend in the store searching for the right product. Lastly, AR is also being used to enhance the customer experience by creating more interactive and engaging advertising.<\/p> Companies like McDonald's and Coca-Cola have created AR-enabled ads that allow customers to interact with their products in a fun and exciting way. This improves brand awareness and encourages customers to visit their stores or websites to learn more about their products.<\/p> In conclusion, augmented reality technology has the potential to revolutionise the way businesses interact with their customers. From virtual try-ons to virtual tours, companies already use AR to improve customer engagement and brand loyalty.<\/p> As AR continues to evolve, so will the benefits. XPON futurist, Marcus Callon, suggests that \u201cAR and VR are only scratching the surface of its future capabilities, with easy-to-use XR storytelling technologies such as Holoscribe bridging the gap between content creators and marketers and immersive XR content.\u201d<\/p>","_et_gb_content_width":"","footnotes":""},"categories":[395],"tags":[436,453,397],"class_list":["post-7813","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-gb","tag-analytics-measurement-gb","tag-marketing-technology-gb","tag-privacy-first-marketing-gb"],"acf":[],"yoast_head":"\nWhat is SA360?<\/h4>\n
The Benefits of Linking GA4 & SA360:<\/h4>\n
Greater Conversion Insights<\/h4>\n
Improved Reporting<\/h4>\n
End-to-End Customer View<\/h4>\n
Build Better Audiences<\/h4>\n
Available to both Standard and 360 Accounts<\/h4>\n
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