How to Import Custom Conversion from Google Ads to GA4

Google Ads and Google Analytics 4 (GA4) are powerful tools that help businesses track and analyse their marketing campaigns. If you want to streamline your advertising efforts, importing custom conversions from Google Ads to GA4 is a great way to connect your data and make better decisions. This guide will walk you through the process in simple steps.

This article is part of our Google Analytics and Tag Manager series. For the full picture, start with our main guide: 9 Simple Steps to Set Up Google Analytics 4 (GA4) for Beginners.

Whether you’re a beginner or an experienced marketer, this step-by-step guide will make it easy to understand how to import custom conversions. We’ll also discuss some tips to manage conversion actions in Google Ads efficiently.

Quick answer: GA4 can’t import conversion actions from Google Ads. The data flows the other way. You mark the action as a key event in GA4 (GA4’s name for a conversion since 2024), link the two accounts, and import that key event into Google Ads as a conversion. Once linked, your Google Ads clicks, cost and campaign data also show up in GA4 reports, so both tools report on the same conversions.

Why Import Custom Conversions from Google Ads to GA4?

Importing custom conversions ensures that your data flows seamlessly between Google Ads and GA4. Here’s why this is essential:

• Improved Tracking: You get a unified view of user activity, making it easier to analyse campaign performance.
• Better Optimization: Optimize campaigns based on conversion actions tracked in GA4.
• Centralised Reporting: Eliminate the hassle of managing data across multiple platforms.

Steps to Import Custom Conversion from Google Ads to GA4

Steps 1 and 2 happen in GA4. Step 3 happens in Google Ads.

Step 1: Mark the Action as a Key Event in GA4

Start with the action you want Google Ads to optimise for, such as a form submission, a phone call click or a purchase. It needs to exist as an event in GA4 first. Our guide on tracking phone calls in GA4 shows how to set one up with Google Tag Manager.

1. Open your GA4 property and go to Admin > Data display > Events.
2. Find the event under Recent events.
3. Click the star icon next to it to mark it as a key event.

If the event is new and not listed yet, it can take up to a day for GA4 to process it. Check again after your first test.

Step 2: Link Google Ads with GA4

To share data between Google Ads and GA4, you need to link the two accounts. You need the Editor role in GA4 and admin access to the Google Ads account. Here’s how:

1. Log in to your GA4 property and open Admin.
2. Under Product links, click Google Ads links.
3. Click Link and choose your Google Ads account.
4. Keep personalised advertising on and turn on auto-tagging.
5. Review your settings and click Submit.

Once linked, Google Ads campaign, click and cost data starts appearing in GA4 within 48 hours, and your GA4 key events and audiences become available in Google Ads.

Also read: How to Create Google Ads: A Step-by-Step Guide for Beginners

Step 3: Import the GA4 Key Event into Google Ads

Now that the accounts are linked, bring the key event into Google Ads as a conversion:

1. In Google Ads, open the Goals menu and click Summary.
2. Click + Create conversion action.
3. Select your Google Analytics property.
4. Select the key event you marked in Step 1, then click Select events.
5. Click Save and continue.

You can also start from GA4: go to Advertising, open Conversion management under Tools, choose your Google Ads account and click New conversion.

If you already track the same action with a Google Ads tag, keep only one of the two as a primary conversion action so Google Ads doesn’t count it twice.

Managing Conversion Actions in Google Ads

Properly managing conversion actions in Google Ads can improve your campaign performance. Here are some tips:

Step 1. Remove Conversion Actions You No Longer Need

If you no longer need a conversion action, it’s best to remove it:

1. In Google Ads, open Goals > Summary.

2. Find the conversion action you want to remove.

3. Select it and click Remove. If you want to keep its data but stop using it for bidding, set it as a secondary action instead.

This keeps your data clean and focused.

Step 2. Use Google Automated Conversion Actions

Google’s automated tools can help you track and optimise conversion actions:

1. Enable Enhanced Conversions to improve accuracy.

2. Use machine learning to predict and optimise high-value actions.

Common Issues and Troubleshooting

Sometimes, you might face challenges when importing custom conversions. Here’s how to resolve common problems:

Issue 1: GA4 Key Event Not Showing in Google Ads

• Solution: Check that your Google Ads and GA4 accounts are linked, auto-tagging is on, and the event is marked as a key event in GA4. Re-link if necessary.

Issue 2: Duplicate Conversions

• Solution: Review your conversion settings in both platforms to ensure there’s no overlap.

Issue 3: Delayed Reporting

• Solution: Data sync between Google Ads and GA4 may take up to 24 hours. Wait and verify later.

Best Practices for Importing Conversions

• Plan Ahead: Define your conversion goals before creating custom actions.
• Keep it Simple: Use clear and specific names for conversions to avoid confusion.
• Regular Monitoring: Check your GA4 reports frequently to ensure conversions are tracked correctly.
• Optimise Based on Data: Use insights from GA4 to refine your Google Ads campaigns.

Why Choose Wonkrew for Digital Marketing?

At Wonkrew, a digital marketing agency, we specialise in helping businesses make the most of tools like Google Ads and GA4. Our Google Ads management team sets up key events, imports and enhanced conversions so your bidding learns from real leads. Our team ensures seamless integration, tracking, and optimisation of your campaigns. Whether you’re looking to set up custom conversions or manage complex campaigns, we’re here to assist.

Need help? Contact Wonkrew today for expert guidance!

Conclusion

Connecting Google Ads and GA4 is a straightforward process when done right. Mark the action as a key event in GA4, link your accounts, and import the key event into Google Ads, and you can ensure accurate tracking and better campaign performance.

Start applying these tips today to make the most of your marketing data. And if you need expert assistance, reach out to Wonkrew. Together, we can help your business achieve new heights.

Also Read: 

How to Install Google Tag Through Tag Manager: A Step-by-Step Guide

How to Get Google Domain Authorization Code from Squarespace: A Complete Guide

Frequently Asked Questions (FAQs) 

1. How do you add a conversion event in GA4?
GA4 now calls conversions key events. To add one, go to Admin > Data display > Events and click the star icon next to the event you want to count.

2. How do I download conversion data from Google Ads?
To download conversion data, go to the “Goals” menu in Google Ads, click “Summary,” select the conversion action, and choose the download option for detailed reports.

3. How to import GA4 audiences to Google Ads?
Link GA4 to Google Ads with personalised advertising turned on. Your GA4 audiences are then shared with Google Ads automatically, and you can add them to a campaign or ad group from its audience settings.

4. How do I import Conversions into Google Ads?
To import conversions into Google Ads, link your GA4 property to Google Ads, go to “Goals” > “Summary” in Google Ads, click “Create conversion action,” select your GA4 property and choose the key events to import.

5. Where can I find my Google Ads conversion ID?
To find your Google Ads conversion ID, go to the “Goals” menu, click “Summary,” select a conversion action, and the ID will be displayed under the “Tag setup” section.