The GA4 integration with Events Manager requires mapping Meta events to GA4 events.
But there’s a basic problem with this, beyond the benefits being completely unclear…
Low Connection Quality
Recently, I noticed that my connection quality had updated to “Low.”
The explanation Meta gave for the “low” designation was that at least one of my event types was not mapped. But there was a very obvious reason that could not be avoided.
The Meta event that wasn’t mapped to a GA4 even was an offline event from my CRM. As an offline event, there was no reason to set up a GA4 event. These actions weren’t happening on my website.
Does Any of This Matter?
So… Does it matter that my Connection Quality is low? I have no idea because it’s entirely unclear why this integration is helpful.
Does it help attribution in Ads Manager? Optimization? Does it help reporting in GA4?
I don’t know because Meta doesn’t explicitly say. It also doesn’t help that there are no charts and graphs to show the impact, unlike with the API.
What I can say is that I’ve seen no obvious impact since I set this up two months ago. I’m neither glad nor regretful of having this integration. It’s just… there.
That said, I’ve seen reports of the integration hurting results. I’m not convinced, and a more likely explanation is a correlation vs. causation kind of thing.
