Insights
If you manage paid search campaigns and rely on Google Analytics to evaluate performance, you may start noticing some positive changes. In March 2025, Google announced an update to how paid search traffic is attributed in Google Analytics 4 (GA4)—and it's particularly relevant for ecommerce brands.
What Changed?
Previously, GA4 sometimes misattributed paid search conversions as organic—especially on single-page applications (SPAs) or websites where the Google Click Identifier (GCLID) was lost after the initial page load. This meant that the actual impact of paid search campaigns could be underreported.
With this update, GA4 is now better equipped to maintain GCLID data across page loads. As a result, advertisers can expect improved attribution accuracy for paid search, with more conversions properly credited to the appropriate campaign.
Why It Matters for Ecommerce
For ecommerce brands, accurate attribution is essential to understanding which channels are driving revenue. This update means:
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More trustworthy paid search data, especially for SPAs or dynamically-loaded sites. One of our eCommerce Clients has a website built on Optimizely, which is a single-page-application.
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Better-informed media budget decisions, with clearer ROI tracking.
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Improved performance reporting, potentially showing higher conversions for campaigns that were previously under-credited.
How Your Search Marketing Team Can Respond
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Monitor your analytics closely—you may notice a shift in attribution trends.
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Review your budget allocations—paid search campaigns could show stronger performance.
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Ensure your GCLID parameters are preserved across all pages to take full advantage of this update.
This change reinforces the need for a robust analytics setup and an attribution model that reflects the complexity of today’s digital buyer journeys. Reach out if we can be of assistance.