Fix Google Analytics cross-account conversions on client accounts

Google Analytics 4 (GA4) has replaced Universal Analytics (UA). Starting July 1, 2023, standard Universal Analytics properties stopped processing data. (360 Universal Analytics properties with a current order will receive a one-time processing extension ending on July 1, 2024.) It's critical that you migrate your Universal Analytics property to Google Analytics 4. Learn how to Make the switch to Google Analytics 4.

In client accounts using cross-account conversion tracking at the manager account level, all conversion types created at the client account level are marked “inactive”, with the exception of Google Analytics goals/transactions. Soon, Google Ads accounts using cross-account conversion tracking will only be able to import Google Analytics goals/transactions at the manager account level.

Note: Starting June 30, 2021, if you’re using cross-account conversion tracking and importing Analytics goals or transactions at the client account level, those actions will stop reporting conversions. Also, if you experience a decline in conversion volume and are using Smart Bidding, you may see a negative impact on performance. This configuration could also cause issues for new feature rollouts.

If you have a Google Ads account that imports goals/transactions from Google Analytics at the client account level and uses cross-account conversion tracking, you'll need to update your setup. Follow the instructions below to identify the conversions that need updating and make the necessary changes to your setup.

Note: If you are currently using this configuration Google will send you an alert or communications.

Instructions

Follow these 3 steps to ensure that your Google Analytics goals/transactions are in your Google Ads manager account:

1. Identify managed accounts

You’ll first want to identify the client accounts that are importing Google Analytics goals/transactions, but also opted into cross-account conversion tracking:

If you're accessing your manager account

• You will not actually be able to view the Google Analytics conversions which need to be updated because they are only visible at the client account level. Access each of your client accounts to review the conversions by following the instructions below.
• Once you have confirmed the changes which need to be made, you will then link your Analytics account to your Google Ads manager account and import the goals/transactions to the manager account (steps 2 and 3 below).

If you’re accessing your client account

Check to see which conversions are implemented using this configuration by following the instructions below:

1. Sign in to your Google Ads client account. You’ll need to check each client account within your manager account individually.
2. Click the Goals icon , then click Conversions drop down.
3. Click Summary.
4. If you are using cross-account conversion tracking you may see conversions with a lock icon next to the title and a manager account number listed below the title. These are successfully being managed at the manager level.
   1. If you don’t see any conversions like this, click Settings on the left side page menu. Here, if you were using cross-account conversions, there would be a “Conversion Account” listed above the setting for “View-through conversions.” If that is not present, that means this client account is not using cross-account conversion tracking and you do not need to make any changes.
5. Review the “Source” column to see which actions have the source “Google Analytics.”
6. For any “Google Analytics” conversions which do not have the lock icon and manager account number listed, these are being managed at the client level and need to be updated. Make note of those conversions (e.g. the name and any setting details), as you will need to import them at the manager level (and make sure to inform the manager account owners).

2. Link your Google Analytics account to your Google Ads manager account

If you have not already, link your Google Analytics account to your Google Ads manager account. Once this is completed, you can proceed to the following steps to properly import your goals/transactions to your manager account and then update your conversion settings accordingly.

3. Import goals/transactions

Follow the instructions below to import the same goals/transactions that were imported in the client account into your manager account. For more detailed instructions you can read Import Google Analytics conversions into Google Ads.

1. Sign in to your manager account.
2. Click the Goals icon , then click Conversions drop down.
3. Click Summary, then click on plus button .
4. Select Import and then click Google Analytics.
5. Check the boxes next to the same goals/transactions you want to import.
6. Click Continue.
7. Choose the settings you’d like, and click Import goals.
   • Once you import these into the manager account, the duplicate actions in the client account will automatically stop being counted as conversions, so they won’t double count.

Review and update conversion settings

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.

Make sure to update your conversion settings for the newly imported manager conversion actions to match the conversion settings you had in the client account (newly created conversion action will have the default settings):

1. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop down in the section menu, then click Summary.
3. Click the name of the imported goal you’d like to edit.
4. Click Edit Settings.
5. Make any changes, and click Save.

Lastly, you can now remove the inactive duplicate conversion types from the client account (optional).

Cross-account conversions FAQs

If I was using automated bidding on my client account with Analytics imported goals, when I start importing the goals at the manager account level, will automated bidding need time to learn from the new conversion data? Will this impact bidding outcomes?

If you import the same exact Analytics goals or transactions and use the same conversion settings, there would be no impact to bidding.

When moving from account level to manager account level conversion tracking the total conversion volume might decrease because conversions are only being counted once. Is that also the case for when I move my imported goals from the client account level to manager account level?

No, goals/transactions imported from Google Ads are already only counted once even if imported at the managed account level. There is no need to adjust bids.

Will this change happen automatically?

No. You need to make the necessary changes before June 30, 2021. There is no option to opt out.

If I am not using cross-account conversion tracking at the manager account level, will this change impact me?

No, this change only impacts the subset of the advertisers using manager account level conversion tracking with imported Analytics goals at the client account level.

I have Google Ads remarketing lists in some accounts, will linking my Analytics account to the manager account level affect those lists?

No, remarketing list won't be affected as long as you link Analytics to both the manager account and the client account. Your conversion goals will be managed at the manager account level and your remarketing lists at the client account level. You can read more about sharing remarketing lists.

Will I lose historical conversion data at the client account level after making the change?

No, you will not lose any historical conversion data at the client account level. After making the change, new conversions will begin to accrue under the new manager account conversion action.

Related links

• Import Google Analytics goals and transactions into Google Ads
• Link Google Analytics and Google Ads
• About cross-account conversion tracking