Today’s MarketingGoogle Ads tightens the setup rules for Conversion Lift studies
Google Ads updated its Conversion Lift help documentation with more detailed technical requirements for incrementality studies. It says GCLID only offline imports are not enough and lists GA4 imported web conversions as unsupported. It recommends 7 to 14 days of continuous conversion data before a study and routing roughly 75 to 80 percent of web conversion traffic through Google tag gateway.
Our take
Lift studies are the only honest answer to whether your ads cause sales, and this doc tells you why yours might fail before it starts. If you import conversions from GA4 or send only GCLIDs from your CRM, switch to enhanced conversions for leads first. Fix the plumbing now so you can run a clean study in January.
