Google Ads Update: Improved GA4 conversion imports

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In a recent update, Google Ads has improved how it imports web conversion data, allowing for more accurate metrics and improved optimization.

Google Ads now supports importing segmented, cross-channel web conversion credits from Google Analytics 4 (GA4) properties.

Previously limited to last click

Prior to this update, website conversions from GA4 were based on the last-click attribution model.

This means that conversions will only go into Google Ads if the last click came from Google Ads.

Therefore, advertisers miss out on valuable conversion data from other channels.

Fractional cross-channel conversion credits are now supported

With the latest update, Google Ads imports partial channel conversion data even if the last indirect click isn’t from Google Ads.

If the data-driven feature is enabled, all partial Google credits from GA4 will be credited to Google Ads, regardless of where the last interaction took place.

Configuration and benefits of importing conversions

To import conversions from Google Analytics to Google Ads, advertisers must link their Analytics and Google Ads accounts and enable automatic tagging in their Google Ads account.

Importing conversions offers many benefits, such as:

Access to analytics conversions and data related to Google ads clicks
Viewing analytics conversion data in Google Ads
Allowing Google Ads Smart Bidding to increase bids using imported data
Migrating conversions to GA4

Advertisers should migrate their conversions to GA4 to avoid duplicate conversions and ensure a smooth transition.

Starting October 3, 2022, Google Ads will automatically process newly imported GA4 conversion steps as “secondary” conversion steps to prevent double counting of the same event for a bid.

Advertisers should set up GA4 conversion measures as their “main” source before universal analytics becomes obsolete.

You can do this by logging into your Google Ads account, going to the Measurement > Conversions section and selecting the “Primary Action” option for the desired conversion action.

Impact on results

If you’ve never imported Universal Analytics goals, the default setting for imported GA4 conversions will be “Main”. No further action is required to start bidding.

Google imports data from analytics when the import process starts. Historical data prior to this date will not be added to Google Ads.

Google uses the selected conversion window(s) (7-90 days, default: 30 days) to determine which conversion events to import from analytics.

To ensure the accuracy of the imported conversion data, be sure to remove or “secondary” any existing Global Analytics conversions before importing GA4 conversions.

This step helps prevent potential problems with duplicate conversion data.