From UA to GA4: Managing your reporting expectations

Many businesses are in for a shock when they start looking at their GA4 reports as their source of truth if they haven’t already. But those accustomed to using UA reporting for several years must adapt very quickly. In UA, there is a Google Ads tab in the acquisition reporting section which is easy to access. But to take advantage of advanced GA4 Google Ads reporting, this will be managed in the new Explore section. Google Ads and GA4 data-driven attribution differ because Google Ads will only attribute across different Google channels, while GA4 will expand across all channels.