Google Analytics provides data from a website or app on engagement, conversions, and transactions. However, many online merchants need data from other sources, such as search engines, social media, affiliates, and more.
Some of these sources can be connected or imported into Google Analytics. Others cannot. This article will explore common integrations and imports in Universal Analytics and provide options for other sources.
Advertising data can be reported via Google Analytics’ native integration with Google Ads or by importing data via the Cost Data import. Google Ads data is available via the account settings.