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Connect Google (GA4 + Ads)

Send events to GA4 via Measurement Protocol and Google Ads via Enhanced Conversions.

Updated

Operational

Google Analytics 4 accepts server-side events via the Measurement Protocol. Google Ads accepts Enhanced Conversions via a separate flow. eventabee handles both under one destination.

GA4 setup

1. Create an API secret

GA4 Admin → Data Streams → your stream → Measurement Protocol API secrets → Create. Copy the secret.

2. Find your Measurement ID

On the same data stream page, copy the Measurement ID (starts with G-).

3. Paste into eventabee

Destinations → Google → Connect. Paste the Measurement ID and API secret. Save.

If you’re running Google Ads campaigns:

1. Find your conversion ID and labels

Google Ads → Tools → Conversions. For each conversion action you want to track (typically Purchase), note the conversion ID and label. Combined they look like AW-123456789/AbC-xxxxxxxxx.

2. Map them in eventabee

In the same Google destination config, add conversion labels per event type (e.g., purchase → your Purchase label). Save.

3. Enable Enhanced Conversions

In Google Ads, make sure Enhanced Conversions is enabled on your conversion action. eventabee sends hashed customer data (email, phone) by default where available, which is what Enhanced Conversions uses to improve match quality.

4. Verify

GA4’s DebugView is the fastest feedback loop. Toggle Debug mode in eventabee’s destination config and trigger an event — it should appear in DebugView within seconds. For Ads, conversion reporting in the Ads UI has a longer lag (hours); the fastest check is the Tag Diagnostics view in Ads.

  • GA4 → Analytics category
  • Ads conversions → Marketing category

eventabee forwards Consent Mode v2 signals (ad_user_data, ad_personalization, analytics_storage, ad_storage) alongside events so Google’s modeling works correctly when a visitor declines.

Troubleshooting

  • GA4 shows events but no revenue. Confirm value and currency are being populated on purchase events. The inspector will show you.
  • Ads Tag Diagnostics says “No recent conversions.” Tag Diagnostics has significant lag; wait 24 hours before concluding there’s a problem. Check GA4 first.