GA4 + Google Ads Cross-Platform Analytics

Task

Pull website performance data from @Google Analytics/Run ReportName it "Google Analytics/Run Report" and call it with @Google Analytics/Run Report and correlate it with advertising data from @Google Ads/List Campaigns and @Google Ads/SearchName it "Google Ads/Search" and call it with @Google Ads/Search. Combine the datasets to show how ad spend translates into actual on-site behavior. Log the results to a Google Sheet using @Google Sheets/Append RowName it "Google Sheets/Append Row" and call it with @Google Sheets/Append Row.

Input

The user will provide their GA4 property ID and Google Ads customer ID. Optionally a date range.

Example: "Property: 123456789, Ads customer: 456-789-0123, last 30 days"

Context

GA4 Data to Pull

Run a report with:

• Metrics: totalUsers, sessions, screenPageViews, bounceRate, averageSessionDuration, conversions
• Dimensions: sessionSource, sessionMedium, sessionCampaignName
• Filter to google/cpc traffic (paid search)
• Date range: last 30 days
• Order by sessions descending

Google Ads Data to Pull

1. List campaigns to get campaign names and statuses
2. Run a GAQL search query for campaign-level metrics:
   • Impressions, clicks, cost, conversions, cost per conversion
   • For the same date range

Correlation Strategy

1. Pull GA4 data for google/cpc traffic broken down by campaign name
2. Pull Google Ads campaign performance metrics
3. Match campaigns by name to combine ad spend with on-site behavior
4. Calculate effective metrics: cost per engaged session, cost per low-bounce visit
5. Identify campaigns where users land but immediately bounce (wasted spend)
6. Find campaigns that drive deep engagement but have low budgets (scaling opportunities)
7. Log the combined data to Google Sheets for tracking over time

Output

Cross-Platform Campaign Analysis:

Campaign Performance Overview:

• Each campaign with: Ad spend, clicks, GA4 sessions, bounce rate, avg session duration, conversions

Spend Efficiency:

• Cost per engaged session (sessions with bounce rate below 50%)
• Campaigns with highest wasted spend (high cost, high bounce rate)
• Campaigns with best ROI (low cost per conversion, strong engagement)

Optimization Recommendations:

• Campaigns to scale up (good engagement, room to grow)
• Campaigns to fix (high spend, poor on-site metrics)
• Campaigns to pause (low performance across both platforms)

Data Logged:

• Summary row added to Google Sheets with date, total spend, total sessions, avg bounce rate, total conversions