Google Ads Measurement case studies
Google Ads Measurement · Put your knowledge to work in context.
Google Ads Measurement is one of the Google Ads learning paths and certifications offered through Skillshop, Google's own free training platform. The Measurement path is described as helping advertisers "improve your campaign performance and make better advertising decisions" by teaching how to properly set up Google Ads and Google Analytics measurement solutions, how to collect and understand the metrics that matter, and how to turn insights into actions. The Google Ads Measurement case studies are 5 cases and about 2,753 words.
1Consent Mode v2 and the Google Ads vs GA4 purchase gap
A European outdoor apparel retailer runs Google Ads and GA4 across five country domains. After deploying a Consent Mode v2 banner in March, the team sees Google Ads report 1,240 purchase conversions for April while GA4 reports 1,060 transactions from Google Ads.
628 words, about 3 min2Offline conversion imports that double-count B2B leads
A B2B SaaS company generates demo requests through a HubSpot form embedded on its site. The marketing ops team imports 'Qualified Lead' and 'Closed Won' offline conversions into Google Ads every night via the API, using the GCLID captured in a hidden field.
559 words, about 3 min3Performance Max reports 9x ROAS but new customer share is falling
An online pet-supply retailer spends 120k/month on Performance Max and reports 9.0 ROAS. New customer share is 22%, down from 35% last year.
521 words, about 3 min4Last-click ROAS misallocates budget across channels with long lag
A home-services lead-gen company runs Search, Display, and YouTube with a $200k/month budget. Search has a 14-day average conversion lag; Display and YouTube have 45-60 day lags because homeowners research slowly.
522 words, about 3 min5YouTube view-through conversions under finance scrutiny
A streaming fitness app runs a YouTube brand campaign plus Search and Demand Gen. YouTube reports 1.8 million impressions, 0.08% CTR, and 4,200 view-through conversions (VTCs) in Google Ads.
523 words, about 3 min