Import Google Analytics goals and transactions into Google Ads

When it comes to analysing customer activity on your website, Google offers three features to help you: Google Analytics goals and transactions, Google Analytics App + Web conversions and Google Ads conversion tracking. You can use any combination of all three at the same time. Click on the link below to see a quick comparison.

Compare Google Analytics goals and Google Ads conversion tracking

Google Analytics goals

  • Ideal if you're interested in the entire flow of customers through your website, not just in conversions.
  • Can include conversions from non-Google Ads sources, so it's good for tracking all customer traffic on your website.

Google Ads conversion tracking

  • Ideal if you're interested only in conversions.
  • Tracks conversions only from Google Ads sources.

Google Analytics App + Web conversions


Importing your Google Analytics goals into Google Ads conversion tracking offers a few benefits. These include:

  • Access your Google Analytics conversions and any data related to your Google Ads clicks.
  • See Google Analytics conversion data in Google Ads.
  • Give Smart Bidding access to data that helps optimise bids, potentially increasing conversions and lowering costs.

Bear in mind

You might not need to import Google Analytics transactions if you already use Google Ads conversion tracking on a particular page. Using both could cause conversions to be counted twice.

Before you begin

To start importing data, you'll need the following:


  1. Sign in to your Google Ads account.
  2. Click the tools icon , then click Conversions under the “Measurement” section of the tools menu. 
  3. Click the plus button .
  4. Select Import and then click Google Analytics.
  5. Click Continue
  6. On the next page, select the goals and transactions you’d like to import, then click Import and continue.
  7. Click Done.

Google Ads will begin importing the data from your Analytics account. Historical data from before the import won't be included.

Bear in mind

It can take up to 9 hours before goal and transaction data is available in Google Ads. Once it's available, your imported conversions data will appear alongside your existing conversion data on the Conversions page, and you'll be able to customise columns on the Campaigns tab to include this data. Reports based on your imported conversions data may include modelled conversions in your reports as estimates in cases where Google can’t observe all conversions. These are based on aggregated and anonymised data.

Once Analytics data (for example, goals) has been imported to Google Ads, it's subject to the Google Ads terms of service.

Edit conversion settings for imported goals

Once you've imported your Analytics goals, you'll be able to edit them in the same way that you edit conversion actions created in Google Ads.

  1. Sign in to your Google Ads account.
  2. Click the Tools tab, then select Conversions.
  3. Click on the name of the imported goal that you want to edit.
  4. In the bottom right corner, click Edit Settings.
  5. Make any changes and click the Save button.

Data discrepancies

You might see discrepancies in the conversion statistics between Google Analytics and Google Ads conversion tracking. You can Troubleshoot discrepancies in goals, transactions and Google Ads conversions.

If you've double checked that your setup is correct, then here are some possible reasons why you might see this:

Date of transaction

Google Ads reports conversions from the date and time of the click that led to the successful action, not from the date of the successful action itself.

For example, let's say that someone saw your ad and clicked on it on 19 July but didn't make a purchase on your website until the next day. In Google Ads, the conversion would be attributed to 19 July, the day of the click. In Google Analytics, however, the conversion is attributed to 20 July, the day that the conversion actually happened.

Counting method

In Google Ads, you can choose to count either all or unique conversions by setting the counting method for each conversion action (including Analytics goals and transactions imported into Google Ads). The "Conversions" column in Google Ads will display conversions that happened within your chosen conversion window, according to your selected counting method. Analytics, however, counts all goals and transactions, which can cause discrepancies.


You've defined an Analytics goal for filling in a lead form. Someone fills in two lead forms (in different sessions) after an ad click, and Analytics shows them as two goal completions. You import this goal in Google Ads and set your counting method to "Unique", so you only see one conversion.

Invalid clicks
Some goals that are reported in Analytics might be filtered out when they're imported into your Google Ads account because of our invalid clicks technology, which doesn't record what seems like suspicious or invalid click activity.
Cookie expiry dates
Google Ads cookies expire 90 days after a customer's click, while Analytics uses a cookie that lasts for up to two years. Google Ads conversions can have a conversion window between one and 90 days. That means if a customer completed a conversion after the specified conversion window, the conversion wouldn't be recorded in Google Ads but it would still be recorded in Analytics if it occurred within two years of the click date.
Imported goal delays
Analytics conversions data is imported into conversion tracking up to 9 hours after the conversions have occurred.
Goal or view name changes in Analytics
If you change the name of a goal or a view that contains your imported Analytics goals, these new names will be reflected in Google Ads after the goal has been completed by a customer. The changes can take up to 24 hours to be reflected in your Google Ads account.
Deduplication of imported transactions from Analytics

Keep in mind that transaction IDs from Analytics will be imported as order IDs in Google Ads. Overlapping conversions will be automatically de-duplicated in your Google Ads account. Learn more

Transactions in Analytics with the same ID are only de-duplicated if they occur within the same session. Learn more

If the same transaction ID relates to multiple sessions, Analytics counts one transaction per session. When imported into Google Ads, only one transaction is counted per transaction ID. As a result, you may see less conversions (transactions) on Google Ads than on your Google Analytics reports.

If you need more help with Google Analytics in Google Ads, contact us.
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