Between Search Ads 360 and Google Analytics 4, which of the following metrics differ but are still complimentary?

Analysis of Correct Answer(s)

• Conversions: This is the correct answer because Search Ads 360 and Google Analytics 4 attribute conversions differently, providing two distinct but complementary perspectives.
  • Search Ads 360 (like Google Ads) attributes a conversion to the time of the ad click. This ads-centric view is crucial for real-time bidding and campaign optimization, as it directly links ad interaction to an outcome.
  • Google Analytics 4 attributes a conversion to the time the conversion event actually happens on your website or app. This user-centric view provides a more accurate picture of the customer journey and when the goal was completed.

These differing models will almost always result in different conversion counts for the same period. However, they are complementary: SA360 tells you which click was effective for optimization, while GA4 provides a holistic view of the user's path to conversion.

Analysis of Incorrect Options

• Return on investment (ROI) and Return on ad spend (ROAS): These are calculated financial metrics (Revenue ÷ Cost). While the underlying data might have slight variances between platforms, the fundamental definition and calculation of the metrics themselves do not differ in the way conversion attribution does.
• Engagements: This term has fundamentally different meanings in each platform. In GA4, an engagement is a measure of user interaction on a website (e.g., session duration, multiple pageviews). In an ad platform, it typically refers to an interaction with an ad itself (e.g., a click or a video view). They are not measuring the same outcome from different angles.