Import Analytics Goals & Transactions into AdWords Conversion Tracking

To import your Goals and Ecommerce transactions from Google Analytics into AdWords Conversion Tracking, the following conditions must apply:

  • Your Analytics and AdWords accounts are linked.
  • You've opted into data sharing in your Analytics account.
  • You've enabled auto-tagging in your AdWords account.
  • On a per-type basis, your Analytics Goal or transaction has received active traffic from an AdWords ad at some point.

In addition to importing Analytics Goals and transactions into AdWords Conversion Tracking, you can also view Analytics metrics—like Bounce Rate, Avg. Session Duration, and Pages/Session—on your AdWords Campaigns and Ad groups tabs. To learn how, read See Google Analytics data in AdWords reports.

To import your Goals:

  1. After you've linked your AdWords and Analytics accounts, wait 1-2 hours for the imports to be ready. Then, sign in to your AdWords account, click the Tools tab, and select Conversions.
  2. Click Google Analytics in the left-hand menu.
  3. Check the boxes next to the goals or transactions you want to import. Click Continue.
  4. On the next page, you'll see settings that will apply to all of the Goals or transactions you selected. Make your choices, then click Import goals.
  5. Click Close, or to import more Goals, click Import more.

AdWords Conversion Tracking starts importing the data from your Analytics account starting from the day you clicked Import. Historical data from before this date is not added to conversion tracking. Your Goals appear alongside your conversion data in your Conversions page and AdWords reports within two days.

When you import a Goal from Analytics into AdWords Conversion Tracking, it has the same name as it does in Analytics, followed by its view name in parentheses. For example, an Analytics Goal named "Sign Ups" located in a view called "Master View" is named "Sign Ups (Master View)" in AdWords Conversion Tracking. If you want to change the name of an imported Goal, you need to make the change in Analytics. The change is then reflected in your AdWords account.

AdWords uses your chosen conversion window(s) (7-90 days, default: 30 days) to determine which Goals or Transactions to import from Google Analytics. For example, if you use the 30-day default window for a Goal named Goal 1: Registrations, AdWords only imports Goal Completions that occurred within 30 days of the click.

To learn more about how AdWords Conversion Tracking works with Analytics once the two are linked, read Conversion Tracking and Google Analytics.

You can also learn more about why you may see some discrepancies in the conversion statistics between AdWords Conversion Tracking and Google Analytics.

If you're using Conversion Optimizer to manage your bids, it automatically starts using Analytics Goals and Ecommerce transactions once you've clicked Import.


Q: Why don't I see View-through conversions or Estimated cross-device conversions in AdWords?

A: You won't see this data if you are importing Goals and/or transactions from Analytics because native AdWords conversion tracking is required for this feature.


Q: Why doesn't imported conversion data in AdWords match the transaction or Goal data in Analytics?

A: Usually for the following two reasons:

  • You may not be taking into account the ongoing 2-day importing delay.
  • You may be trying to compare Goals and transactions from ALL traffics sources, rather than just those from google/cpc.