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analytics-dictionary / tool overview / tracking & measurement

Google Ads

Google Ads is Google online advertising platform, covering search, display, video and more.

Written by Reflective Data experts · updated Oct 5, 2026

It reports clicks, impressions, costs and conversions. Linking it to GA4 and importing offline conversions improves optimisation.

Cost data is most useful when joined with revenue in a warehouse, to compare channels on real outcomes.

related

Click ID (gclid)Offline conversionsReturn on ad spend (ROAS)

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