Create Google Ads conversions based on Google Analytics key events

Overview

To create a Google Ads conversion, identify an Analytics key event that measures the important interaction. You can then create a new conversion in Google Ads that's based on the Google Analytics key event through the Google Ads and Google Analytics interface. After you create the conversion, the conversion data is shared between Google Ads and Google Analytics so you're viewing the same data across platforms.

Google Ads conversions that are based on Google Analytics key events can help you see how well your advertisements from Google Ads are performing so you can improve your marketing strategy and optimize your bidding strategy through Google Ads Smart Bidding.

You can manage most of your Google Ads conversion settings through the Google Ads and Google Analytics interface. This helps maintain consistency and reduces the risk of data discrepancies. Conversion-related updates made through the Google Analytics interface will only appear in the "Change history" page of Google Ads.

Learn more about editing your conversion settings from the Google Ads and Google Analytics interface.

Before you begin

Before you get started, you must:

Create conversions through Google Analytics

In Advertising, under "Tools", select Conversion management.
- Note: The previous link opens to the last Analytics property you accessed. You can change the property using the property selector. You must have at least Marketer access to import key events as conversions into Google Ads.
Click New conversion, then Next.
Select the Google Ads account in which you want to create conversions.
Select the events or key events you want to create as conversions in Google Ads.
- Note: Events selected from the "Events" section will be marked as key events in Google Analytics.
If prompted, select the Conversion category for your selected events and key events.
Click Next to review your selected conversions, then Save.

Conversion management through Google Analytics

Conversion management is streamlined across Google Ads and Google Analytics:

Streamlined conversion creation: Create conversions directly from Google Analytics events and key events and share them with Google Ads. Google Ads will respect settings configured in Google Analytics, with some nuances depending on the conversion type.
Conversion management: Categorized lists, robust search and filtering, detailed settings review, and tools to identify and address diverging settings between Google Analytics and Google Ads.
Conversion change history: Detailed tracking of all conversion changes within Google Analytics, including before and after values, with filtering, search, and shareable deep links.
Conversion troubleshooting: Read-only support access for troubleshooting.

Frequently asked questions

How is credit attributed for conversions that are based on Google Analytics key events?

Web conversions: You can choose which channels are eligible to receive credit for web conversions shared with Google Ads: Google Paid Channels or Paid and Organic Channels. You can edit this setting in the Advertising > Conversion management > Conversion Attribution Settings page in Google Analytics, and the change will apply to conversions moving forward. As of June 2023, the default setting for properties creating a link for the first time will be Google Paid Channels. Learn more about selecting attribution settings.

App conversions: When app conversions are imported from Google Analytics to Google Ads, they are imported on a Google Paid Channels basis. Learn more about importing app conversions to Google Ads

Why don't I see view-through key event data or cross-device conversions in Google Ads?

To see cross-device conversions in Google Ads, you need to turn on Google signals for your Google Analytics property. Learn more about Activate Google signals for Google Analytics properties.

You won't see view-through conversions if you are importing conversions from Analytics because native Google Ads conversion measurement is required for this feature.

Why is my Google Ads conversion marked as a "secondary" conversion action?

Google Ads marks a conversion as "secondary" when your Google Ads account already has goals from an Analytics property. Conversion actions that are based on Google Analytics key events or are created through the Google Analytics interface are set to "secondary" conversion actions to prevent counting the same event twice for bidding.

Note: You can't edit the goal category and action optimization of Google Ads conversions through the Google Analytics interface. These settings can only be updated through Google Ads.

What's next

To learn more about how Google Ads conversion measurement works with Analytics and why you may see some discrepancies in the conversion statistics between Google Ads conversion measurement and Analytics, visit the Google Ads help center.

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