Google Analytics 4 or G.A 4 users are soon set to witness some changes in their advertising workspace.

To simplify reporting in Google Analytics, Google is updating its advertising section, bringing all relevant reporting for advertisers and publishers together in one place.

Going forward, there will be two dedicated spaces for GA4 users: one for marketers to track and analyze their campaigns, and another for behavioural insights. Google notes that with this update, users will be able to use sections for either behavioural or performance reporting – the ‘Reports’ section provides insights into how users engage with the advertiser’s websites and apps so it can improve product and user experience and the ‘Advertising’ section will become the hub to monitor and analyze the campaigns whether it is a publisher or an advertiser.

Additionally, the ‘Explore’ section, Custom Reports, and the Data API will provide behavioural insights as well as anonymized and aggregated insights from ads campaigns, a Google spokesperson notes. 

Ads product Liaison at Google Ginny Marwin says that the updates are aimed at creating a more comprehensive and effective hub for monitoring and analyzing ad campaigns. “Behavioral reporting will remain in the reporting module. These changes will be rolling out over the next few weeks,” she adds. 

Some changes have already started rolling out over the weekend – Google Ads, Google Marketing Platform and publisher reports and features have been located in the Advertising section, access to the Advertising section requires a link to at least one Google Ads, AdSense, AdMob, Google Ad Manager or Google Marketing Platform account and the Publisher ads report has moved to the ‘Advertising’ section.

With these updates, users will be able to access more tailored experiences across behavioral insights and advertising or publisher insights. The Google spokesperson adds, “If you currently run ads campaigns or monetize your properties with ads, make sure your ads accounts are linked to continue getting these actionable insights. If no account is linked, you will see a page that prompts you to link to an ads or publisher account.” 

The most widely used digital analytical tool, Universal Analytics had been overthrown by Google Analytics 4, with effect from June 30, 2023.