Cross-channel conversions and budgeting reports in Analytics
Cross-channel conversions work with conversion management and budgeting tools to analyze performance across channels. This helps you determine where to invest incremental ad dollars or adjust budgets.
The options available for conversion measurement depend on whether the conversion was based on Google Analytics events or Google Ads events.
On this page
- About conversions based on Google events
- Creating and managing conversions
- Cross-channel budgeting plans
- Cross-channel conversion reporting in Analytics
About conversions based on Google events
Conversions based on Google Analytics events use different measurement settings than conversions based on Google Ads events. Since these are different products, the way they measure conversions will differ.
Learn more about Conversions based on Google events.
Creating and managing conversions
You can use Google Analytics or Google Ads to create conversions based on a Google Analytics event. This allows you to measure across different channels using Google Analytics or across campaigns for Google Ads.
Conversions that you create in Analytics are automatically shared with the Google Ads account you select when you create it to take advantage of cross-channel measurement. Cross-channel conversions have to be shared with at least one Google Ads account. Conversions created in Analytics will be based on events collected by Google Analytics.
Similarly, you can also create a conversion based on a Google Analytics event in Google Ads. In Google Ads, conversions that weren’t collected using Google Analytics such as offline events, customer relationship management platforms (CRMs), or telephone calls, won't be shared with Analytics.
Learn more about Creating and managing conversions.
Cross-channel budgeting plans
With budgeting reports, you can analyze performance across your channels, and determine where to best adjust your spend. This enables you to better measure your business’ performance and marketing activities across channels.
Learn more about cross-channel budgeting plans in Analytics.
Cross-channel conversion reporting in Analytics
You can use cross-channel conversions to connect the dots between your paid advertising activities, organic marketing activities, brand and performance campaign objectives, and the site and app behavior that matter most to you, across your channels.
Learn more about Cross-channel conversion reporting in Analytics.