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Showing content from https://support.google.com/analytics/answer/10607798 below:

[GA4] Get started with advertising

Use your insights from Google Analytics to get your business in front of the right customers across Search, YouTube, and more with Google Ads.

You can use the Advertising section in your Google Analytics 4 property to get more insight into your most important user journeys. The reports in this section help you better understand the ROI of your media spend across all channels, make informed decisions about budget allocation, and evaluate attribution models.

To view the reports in the Advertising section, you must link your Google Analytics 4 property to a Google advertising product.

To view advertiser reports, link your property to any of the following:

• Campaign Manager 360
• Display & Video 360
• Google Ads
• Search Ads 360

To view the Publisher ads report, link your property to any of the following:

• AdMob
• Google Ad Manager
• Google AdSense

Attribution is the act of assigning credit for important user actions to different ads, clicks, and factors along the user's path to completing the action.

An attribution model can be a rule, a set of rules, or a data-driven algorithm that determines how credit is assigned to touchpoints along a user's path to completing important actions.

The attribution reports within the Advertising section give you a better understanding of how your advertising efforts work together to drive key event actions. These reports allow you to explore different rules-based attribution models and determine which one might work best for your business. Learn more Get started with attribution.

After you link your Google Analytics 4 property to a Google advertising product, all users of your Google Analytics 4 property can access the Advertising section. Reports within the section look and function slightly differently compared to other Google Analytics 4 reports. The following reports are available in the Advertising section:

• Advertising snapshot: Get a quick overview of business metrics, and then dig deeper into the areas you want to explore. Learn more about the Advertising snapshot report.
• Conversion performance: Use the report to select conversions shared with a Google Ads account and evaluate their performance. To manage Google Ads conversions, you may use the “Conversion management” page under “Tools”. Learn more about the Conversion performance report.
  • Note: Conversion-related updates made through the Google Analytics interface will only appear in the “Change history” page of Google Ads.
• Attribution model: Compare how different attribution models impact the valuation of your marketing channels. Learn more about the Attribution models report.
• Attribution paths: See your customers’ paths to key events, and learn how different attribution models distribute credit on those paths. Learn more about the Attribution paths report.
• Planning: Understand which channels and campaigns received credit. Learn more about the All channels performance report. In addition to the All channels report, view reports for the Google advertising products your property is linked to:
  • Campaign Manager 360 performance report
  • Display & Video 360 performance report
  • Google Ads campaigns performance report
  • Search Ads performance report
• Publisher ads: Get insights into the engagement and revenue associated with your website and app advertisements. Learn more about the Publisher ads report.

Use these reports to answer questions like:

• What roles did referrals, searches, and ads play in key events?
• How much time passed between a customer's initial interest and their purchase?
• What are the most common paths customers take leading up to key events?

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