Once you've set up conversions in Google Analytics, you can import the conversions into Google Ads and use them for reporting and bidding.
Benefits
Importing your conversions to Google Ads offers a few benefits:
- Access your Analytics conversions and data related to your Google Ads clicks
- See Analytics conversion data in Google Ads
- Give Google Ads Smart Bidding access to data that helps optimize bids
Before you begin
To import your Analytics conversions into Google Ads, you must:
Note: If you use a Universal Analytics and Google Analytics 4 property on the same website, avoid duplicate conversions by either removing your existing UA conversions or marking them as "secondary" conversions in Google Ads before importing GA4 conversions. Learn how to migrate UA goals
Import conversions
- Sign in to your Google Ads account.
- In the top right, click Tools and Settings
.
- Go to Measurement > Conversions.
- In the top left, click + New conversion action.
- Click Import, select Google Analytics 4 properties, then click Continue.
- Select each conversion event you want to import, then click Import and continue.
- Click Done.
Migrate conversions to Google Analytics 4
As of October 3, 2022, if you recently imported Google Analytics 4 conversion actions, and Google Ads detects that you already have a Universal Analytics conversion action in your account, the GA4 conversion actions will be set as "secondary" conversion actions by default.
Google Analytics 4 conversion actions are set to "secondary" conversion actions to prevent counting the same event twice for bidding. You must set the Google Analytics 4 conversion action as your "primary" source before Universal Analytics goes away. However, you can decide yourself when you move away from Universal Analytics goals or ecommerce transactions.
Set as "primary" conversions in Google Ads
To start bidding on your GA4 conversions, you need to change them to "primary" as follows:
- Sign in to your Google Ads account.
- In the top right of Google Ads, click Tools and Settings
.
- Go to Measurement > Conversions.
- Find the goal that includes the conversion action you'd like to edit.
- Click Edit goal.
- Next to the conversion action that you'd like to update, click the drop-down.
- Select Primary action.
- Click Save changes.
Results
If you've never imported Universal Analytics goals, then the default setting for your imported Google Analytics 4 conversions is "primary", and you don't need to take further action to start bidding.
Google Ads imports the data from Analytics starting from the day you click Import. Historical data from before this date is not added in Google Ads.
Google Ads uses your chosen conversion window(s) (7-90 days, default: 30 days) to determine which conversion events to import from Analytics. For example, if you use the 30-day default window for a conversion event named Registrations, Google Ads only imports conversions that occurred within 30 days of the click.
Frequently asked questions
How are conversion credits imported to Google Ads from Google Analytics 4?
Why don't I see view-through conversions or cross-device conversions in Google Ads?
Why is my imported conversion data in Google Ads different from the data in Analytics?
Why did Google Ads mark my Analytics conversions as "secondary" conversion actions?
What's next
To learn more about how Google Ads conversion tracking works with Analytics and why you may see some discrepancies in the conversion statistics between Google Ads conversion tracking and Analytics, visit the Google Ads help center.