Measure web conversions from Google Analytics 4 properties

After you’ve linked your Google Ads account and Google Analytics 4 properties (formerly known as App + Web properties), you can import web conversions and web remarketing lists from Google Analytics for measurement and bidding in Google Ads.

In this article, you’ll learn how to import and set up web conversion events from Google Analytics 4 properties in Google Ads.

Before you begin

Before you can import your web conversions, you'll need:


  1. Sign in to your Google Ads account.
  2. Click the tools icon Google Ads | tools [Icon] in the upper right-hand corner of your account.
  3. Under 'Measurement', click Conversions.
  4. Click the plus button .
  5. Select Import from the list of conversion types.
  6. Click Google Analytics 4 properties, then click Web.
  7. Click Continue.
  8. Tick the box next to a web conversion event, then click Import and continue. All conversions that you set up in the Google Analytics 4 property appear in the list, so choose the web conversion events that are relevant to you before you import.
  9. Click Done.

You'll now see your web conversion event in the 'Conversion actions' table. Click the name of an event to see more details and to edit the conversion action settings.

You can also report on web conversions by going to the 'Campaigns' table, then clicking the segment icon > 'Conversion source'. Web conversions will appear in the 'Google Analytics 4' row when you add the 'Conversion source' segment.

Settings for all conversion actions (including e-commerce events)

  • Name: Enter a name for the conversion action that you'd like to measure. This will help you recognise this conversion action later in conversion reports.
  • Value: The value of each conversion event is measured in the Google Analytics 4 property and will be automatically imported into Google Ads. You can also set a default value in Google Ads or choose not to use a value. Keep in mind that in the Google Analytics 4 property, you need to send the value as a number to report conversions in Google Ads. Learn more about conversion values.
  • Count: Select whether to count every or one conversion per ad click. 'Every' is best for sales; 'One' is best for leads. Learn more about counting conversions.
  • Conversion window: Select how long to measure conversions after someone clicks an ad. Learn more about conversion windows.
  • Category: Select the category that best describes your conversion. You can use this category to segment your conversion reports.
  • Include in 'Conversions': Deselect this setting (selected by default) if you don't want to include data for this conversion action in your 'Conversions' reporting column. You might want to deselect this setting if you use an automated bid strategy to optimise for conversions and you don't want to include this particular conversion action in your bid strategy. Learn more about 'Include in "Conversions"'.
  • Attribution model: Select an attribution model to determine how much credit each ad interaction gets for your conversions. The 'Data-driven' attribution model is the default and is available for most conversion actions. Learn more about attribution models.

About duplicate conversions

It’s important to measure a conversion just once so that you get accurate reporting and bidding signals. If you use both Universal Analytics and Google Analytics 4 properties to measure the same site, you likely will set up conversion tracking in both properties. If you import the same conversion from each property for reporting and bidding purposes, you may see your conversions being counted twice (since the same conversion was imported twice). To avoid duplicate conversions, import a conversion only once across your Universal Analytics and Google Analytics 4 properties.

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