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How to Import Google Analytics Key Events to Google Ads [UPDATED]
Option 1: Import Google Analytics Key Events to Google Ads from Google Ads
1) Login to Google Ads
2) Navigate to Goals (Left-hand-side menu)
3) Open Conversion dropdown
4) Select Summary
5) Click on the Create conversion action button
6) Check only the Conversions on a website option
7) Click Save and continue
8) Select your Google Analytics property
9) Check the Events you would like to import
10) Select a Conversion category
11) Save and continue, scroll down and select Finish
Option 2: Import Google Analytics Key Events to Google Ads from Google Analytics
1) Login to Google Analytics
2) Navigate to Admin (Bottom left-hand-side)
3) Select Google Ads links
4) Select your Google Ads account
5) Click on Get started under Create conversions with Google Ads
6) Check Create Conversion action
7) Select your Google Ads account
8) Check the Key Events or Events you want to import to Google Ads
9) Select a Conversion category
10) Click Next and Save
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Frequently Asked Questions on Importing Google Analytics Key Events to Google Ads [UPDATED]
What are key events in Google Analytics 4 (GA4)?
Key events in GA4 are important user actions — such as purchases, sign-ups, or lead submissions — that you’ve marked as conversions. When imported into Google Ads, they allow you to measure and optimize campaign performance based on meaningful business outcomes instead of just clicks.
How do I import key events from Google Analytics to Google Ads?
Make sure your Google Ads and GA4 properties are linked.
In GA4: Go to Admin → Product Links → Google Ads Links → Link.
In Google Ads, go to Tools & Settings → Conversions.
Click + New Conversion Action → Import → Google Analytics 4 Properties (Web or App).
Select the key events (marked as conversions) you want to import.
Click Import and Continue → Done.
Your GA4 conversion data will start appearing in Google Ads within 24 hours.
Why aren’t my GA4 key events showing up in Google Ads?
If key events don’t appear:
Confirm that GA4 and Google Ads are properly linked.
Ensure the GA4 event is marked as a conversion (toggle ON in GA4).
Check that Auto-Tagging is enabled in Google Ads.
Wait up to 24–48 hours for new conversion events to sync.
Verify you have edit permissions on both accounts.
What are best practices for importing and using GA4 key events in Google Ads?
Import only business-critical conversions (e.g., purchases, form fills, sign-ups).
Name events clearly (e.g., “lead_form_submit” or “purchase_completed”).
Use imported key events in Smart Bidding strategies (like Maximize Conversions or Target CPA).
Regularly audit your conversion setup to avoid duplicates between Ads and Analytics.
Compare GA4 and Ads data using the Conversions by Source report for consistency.
