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All success stories>Google Analytics

Optimizing what matters to clients with Google Analytics 4 attribution

+13%
Return on ad spend (ROAS)
-5%
Cost per order (CPO)
+7.5%
Conversion rate (CR)

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Challenge

Aligning optimization with trusted measurement

Performance advertisers often rely on their own measurement platforms such as Google Analytics, Adobe, or in-house attribution models as their source of truth. When campaign optimization isn’t aligned with how performance is measured, advertisers can struggle to:

  • Optimize toward the outcomes that matter most to their business
  • Confidently allocate budget based on attributed sales
  • Reconcile differences between platform reporting and true performance

Advertisers need a way to optimize campaigns using the same attribution logic they trust to evaluate success.

Solution

Optimizing campaigns with GA4 attribution

Criteo offers a flexible, platform-agnostic approach that allows advertisers to securely connect their own measurement framework to guide optimization. With Google Analytics 4, advertisers can select their preferred attribution model and apply it directly to campaign optimization in Criteo.

This enables advertisers to:

  • Use GA4 as the attribution source for optimization
  • Automatically optimize campaigns based on their selected GA4 attribution model
  • Align media investment with conversions that reflect real business impact

These signals are fed directly into Criteo’s AI engine, ensuring campaigns are optimized toward advertisers’ true business goals without added complexity or manual effort.

Results

Stronger performance and greater confidence

“Optimizing to the same attribution data used for measurement eliminates misalignment and improves efficiency,” said Julian Bourillon, Optimize Product Manager at Criteo.

In a 50/50 split test, campaigns that optimized using GA4 attribution signals delivered +13% ROAS, –5% CPO, and +7.5% CR.

Uplift values were achieved with 95%+ statistical significance, based on client-attributed conversions reported in GA4.

This approach enables advertisers to optimize campaigns in line with their trusted measurement framework, improving performance while increasing confidence in budget and optimization decisions.

 

*Results are for client-attributed, GA4-reported conversions

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