Roots, GA4 and advertising platforms
Roots does not replace GA4 or your advertising accounts. It adds an independent comparison so costs and measured conversions from different channels sit side by side on the same basis.
What you see always depends on measurement settings, consent, connected accounts and available data.
Roots
Channel comparison and attribution
GA4
Website and app behaviour
Advertising platforms
Campaigns within their own network
To compare channels on one measurement basis and support budget decisions.
To analyse behaviour, acquisition and configured key events across websites and apps.
To create and optimise campaigns and assess performance within that advertising network.
Compare five allocation models against the same fixed total of measured conversions. Only the channel allocation changes.
GA4 allocates value according to the selected reporting attribution model and the data available in the property.
Each platform uses its own conversion settings, attribution model and windows, so results can differ by platform.
Measured sources plus cost, clicks and impressions from connected Google Ads, Meta Ads, LinkedIn Ads and TikTok Ads. GA4 can add session and channel data.
Google Ads data can flow through a link. Other channel costs can be added through supported connections or campaign data import.
Cost and performance for campaigns within the platform. Organic, direct, email and other advertising platforms are not automatically included.
Dashboard, scheduled email reports, PDF and read-only share links. Offline conversions can be added by CSV or connection and matched to a measured journey when identification is possible.
Standard reports and explorations. External data and offline events can be added through Data Import or Measurement Protocol, depending on setup.
Platform reports cover their own campaigns. Supported platforms can import offline conversions or receive them by API after configuration.
Install the Roots pixel, configure conversions and connect only the sources you want to compare. The relevant account connection is required for platform costs.
Install the Google tag or SDK, configure events and key events, then link or import other data sources where needed.
Configure campaigns, conversions, tags and attribution windows per platform. Offline data or external reporting usually needs an additional import or API connection.
Roots
Channel comparison and attribution
To compare channels on one measurement basis and support budget decisions.
GA4
Website and app behaviour
To analyse behaviour, acquisition and configured key events across websites and apps.
Advertising platforms
Campaigns within their own network
To create and optimise campaigns and assess performance within that advertising network.
Roots
Channel comparison and attribution
Compare five allocation models against the same fixed total of measured conversions. Only the channel allocation changes.
GA4
Website and app behaviour
GA4 allocates value according to the selected reporting attribution model and the data available in the property.
Advertising platforms
Campaigns within their own network
Each platform uses its own conversion settings, attribution model and windows, so results can differ by platform.
Roots
Channel comparison and attribution
Measured sources plus cost, clicks and impressions from connected Google Ads, Meta Ads, LinkedIn Ads and TikTok Ads. GA4 can add session and channel data.
GA4
Website and app behaviour
Google Ads data can flow through a link. Other channel costs can be added through supported connections or campaign data import.
Advertising platforms
Campaigns within their own network
Cost and performance for campaigns within the platform. Organic, direct, email and other advertising platforms are not automatically included.
Roots
Channel comparison and attribution
Dashboard, scheduled email reports, PDF and read-only share links. Offline conversions can be added by CSV or connection and matched to a measured journey when identification is possible.
GA4
Website and app behaviour
Standard reports and explorations. External data and offline events can be added through Data Import or Measurement Protocol, depending on setup.
Advertising platforms
Campaigns within their own network
Platform reports cover their own campaigns. Supported platforms can import offline conversions or receive them by API after configuration.
Roots
Channel comparison and attribution
Install the Roots pixel, configure conversions and connect only the sources you want to compare. The relevant account connection is required for platform costs.
GA4
Website and app behaviour
Install the Google tag or SDK, configure events and key events, then link or import other data sources where needed.
Advertising platforms
Campaigns within their own network
Configure campaigns, conversions, tags and attribution windows per platform. Offline data or external reporting usually needs an additional import or API connection.
Keep GA4 for behavioural analysis and advertising accounts for campaign management. Roots adds a consistent first-party measurement and makes differences between channel claims visible without adding platform totals together.
The Roots pixel measures sources and conversions. Connect the relevant advertising account for current spend, clicks, impressions and platform claims. Add offline conversions through CSV or the available connection.
Not for a specific channel or attribution model. Your plan follows website count and combined sessions. Starter supports 1 website and 250.000 monthly sessions; Scale, Growth and Agency have higher limits.
This comparison was checked against official documentation. Platform features and terminology can change.