What metrics are different yet still complimentary between Search Ads 360 and Google Analytics 4?

Conversions are different yet complementary between Search Ads 360 (SA360) and Google Analytics 4 (GA4). SA360 focuses on conversions directly attributable to search ad clicks, often using a last-click attribution model within its platform. GA4, on the other hand, provides a more holistic view of user journeys and conversions across various channels and touchpoints, offering flexible attribution models and deeper insights into user behavior leading to conversion. While both track conversions, their definitions, attribution models, and the scope of data they encompass can differ, making them complementary for a complete understanding of performance. ROI and ROAS are financial metrics derived from conversion data and costs, not the raw conversion data itself. Engagements are user interactions, not the ultimate goal of a conversion.