[GA4] Measure web key events 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 key events and web remarketing lists from Google Analytics for conversion 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 key events, you'll need:

• A Google Analytics 4 property: Set up the property in Google Analytics before linking it to Google Ads. You need to have “Edit” permissions in your Google Analytics account before you can set up the property. Learn more about setting up a property in Google Analytics.
• A web data stream for a Google Analytics 4 property: A web data stream allows you to measure data from your website or web app. Learn more about adding a web data stream.
• Key events set up in a Google Analytics 4 property: E-commerce events are automatically enabled as key events. Learn more about key events.

Import web key events

You can import your web key events as conversions into Google Ads through the Google Ads or Google Analytics interface.

Import web key events through Google Ads

1. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop down in the section menu.
3. Click +New conversion action.
4. Select Import from the list of conversion types.
5. Click Google Analytics 4 properties, then click Web.
6. Click Continue.
7. Check the box next to a web key event, then click Import and continue. All key events that you set up in the Google Analytics 4 property appear in the list, so choose the web key events that are relevant to you before you import.
8. Click Done.

You’ll now see your imported key event as a conversion action in the “Conversion actions” table. Click the name of a conversion action to see more details and to edit the conversion action settings.

You can also report on conversions by going to the “Campaigns” table, clicking the segment icon and selecting Conversions, then Conversion source. Conversions will appear in the “Google Analytics 4” row when you add the Conversion source segment.

Import web key events through Google Analytics

1. 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 a Marketer access to import key events as conversions into Google Ads.
2. Select the Google Ads account where you want to import conversions in the Showing conversions for dropdown.
3. Click New conversion, then Next.
4. Select the events or key events you want to import as conversions into Google Ads.
   • Note: Events selected from the “Events” section will be marked as key events in Google Analytics.
5. If prompted, select the Conversion category for your selected events and key events.
6. Click Next to review your selected conversions, then Save.

Conversion action settings (including ecommerce events)

You can edit most conversion settings through the Google Ads and Google Analytics interface. This helps maintain consistency and reduces the risk of data discrepancies. Learn more about editing your conversion settings from the Google Ads and Google Analytics interface.

• Name: Enter a name for the conversion action you'd like to measure. This will help you recognize this conversion action later in your conversion reports.
• Value: The value of each key 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 conversion in Google Ads. Learn more About conversion values.
• Count: Select whether to count every or one key event per ad click. "Every" is best for sales; "One" is best for leads. Learn more About conversion counting options.
• Click-through conversion window: Select how long to measure conversions after someone clicks an ad. Learn more About key event lookback windows.
• Conversion goal: Select the category that best describes your conversion action. You can use this category to segment your conversion reports.
• Action optimization: Select Secondary action not used for bidding optimization if you don’t want to include data for this conversion action in your "Conversions" reporting column. You might want to select the Secondary action not used for bidding optimization setting if you use an automated bid strategy to optimize for conversions, and you don't want to include this particular conversion action in your bid strategy. Learn more About account-default conversion goals.
• Attribution: 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.