Google Analytics

⌘K
  2. Home
  4. Google Analytics
  6. Use GA4 with Other Tools ...
  8. Connect Google Analytics with Other Tools

Connect Google Analytics with Other Tools

Objective

This SOP explains how to integrate Google Analytics with complementary tools such as Search Console, Display & Video 360 (DV360), Search Ads 360 (SA360), Campaign Manager 360 (CM360), and Firebase. These integrations enhance your marketing performance analysis, audience targeting, and data-driven decision-making across platforms.

Overview

This SOP covers:

  1. Benefits of integrating Analytics with other platforms
  2. How to link each tool with your GA4 property
  3. Insights unlocked in each connected tool
  4. Strategic business use cases for integration

Step 1: Understand Why Integrations Matter

Connecting Google Analytics with your other marketing tools unlocks:

  • Unified user journeys across web and app platforms
  • Enhanced attribution and campaign insights
  • Cross-platform conversion tracking
  • Audience sharing for remarketing and bidding

These integrations empower more effective marketing decisions and more efficient media spend.

Step 2: Link Google Analytics with Search Console

Search Console helps track and optimize your site’s organic search presence.

To link:

  1. Go to Admin → Product Links → Search Console Links
  2. Click the Link button
  3. Click Choose accounts to select a verified property
  4. Choose the web data stream
  5. Click Next → Submit

Once linked:

  • Navigate to Reports → Library
  • Find Search Console card → Click three dots → Publish

You’ll now see:

  • Google Organic Search Queries report
  • Google Organic Search Traffic report

Step 3: Connect with Display & Video 360 (DV360)

DV360 helps manage your display and video ad campaigns.

To link:

  1. Go to Admin → Product Links → Display & Video 360
  2. Initiate the link (Editor role required in GA4, Admin in DV360)
  3. If applicable, a request will be sent to a DV360 admin for approval

Once linked:

  • Audiences and conversions are shared automatically
  • DV360 appears as a source in channel reports
  • Campaign and cost data is imported into GA4

Step 4: Connect with Search Ads 360 (SA360)

SA360 helps manage search campaigns across platforms like Google Ads, Bing, Yahoo, and more.

To link:

  1. Go to Admin → Product Links → Search Ads 360
  2. Start the link from either platform
  3. Ensure you have Editor rights in GA4 and Admin access in SA360

Once linked:

  • Engagement data from GA4 is available in SA360
  • Audiences and conversions sync for campaign optimization
  • SA360-specific campaign and keyword data appears in GA4 reports

Step 5: Connect with Campaign Manager 360 (CM360)

CM360 is used to manage cross-platform digital ad campaigns using Floodlight.

Benefits after linking:

  • Use GA4 attribution models in CM360
  • Export conversions for reporting and auto-bidding
  • Campaign data appears in GA4 cross-channel reports and the Acquisition overview

Note: Requires linking via Floodlight configuration. See resources for setup.

Step 6: Connect with Firebase (App Analytics)

Firebase is Google’s platform for building and managing mobile apps.

To link Firebase:

  1. In Firebase, go to Project Settings → Integrations
  2. Link your Firebase project to your GA4 property

Benefits in Firebase:

  • Use GA4 data for crash reports, deep links, and in-app events
  • Measure onboarding flows, engagement, and in-app purchases

Benefits in GA4:

  • App and web data appear together in Explorations and Reports
  • Enables complete customer journey measurement

Step 7: Access and Use Integration Reports

Once integrations are complete, GA4 offers new report types, including:

  • Cross-channel reports with campaign/cost data from DV360/SA360/CM360
  • Explorations that combine website and app behaviour
  • Attribution models using linked conversion data
  • Organic search performance reports from Search Console

You can also export GA4 audiences and conversions for custom bidding or remarketing in DV360, SA360, or Google Ads.

Step 8: Business Applications of GA4 Integrations

Connecting GA4 with other tools helps answer questions like:

  • What role did organic and paid media play in conversions?
  • How do search and display campaigns perform across devices?
  • Which remarketing audiences drive the most engagement?
  • How can I align app and web behaviour in a single report?

Example: Roberto, the owner of an online magazine, links Analytics with DV360, SA360, and Search Console to build remarketing audiences, optimize bids, and understand user journeys, both paid and organic.

How can we help?