import custom conversion from google ads to ga4

How to Import Custom Conversion from Google Ads to GA4 — Step-by-Step Guide (2025)

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Google Analytics 4 (GA4) and Google Ads are the power duo of modern marketing measurement. But many advertisers still struggle to connect them effectively — especially when trying to import custom conversions from Google Ads to GA4 or vice versa.

In this guide, you’ll learn exactly how to import conversions between the two platforms, understand the correct direction for data flow, and ensure your conversions sync accurately for reporting and bidding.

Why Import Custom Conversions Between Google Ads and GA4?

Importing custom conversions is essential for maintaining consistent tracking across platforms. When your conversions are aligned:

  • You get unified data in both GA4 reports and Google Ads campaigns

  • Smart Bidding (like Maximize Conversions or Target ROAS) performs better

  • You reduce tracking discrepancies and avoid duplicate conversions

  • Attribution becomes more reliable with data-driven attribution models

Whether you’re tracking ecommerce purchases, form submissions, or lead events, connecting Google Ads and GA4 ensures your performance metrics tell the same story.

LSI Keywords: GA4 conversion tracking, Google Ads conversion import, GA4 data-driven attribution, bid optimization.

Before You Start: Prerequisites and Checklist

Before you import any custom conversions, make sure the following are ready:

  1. Linked Accounts — Link your Google Ads account to your GA4 property.

  2. Correct Permissions — You need Admin access in GA4 and Edit access in Google Ads.

  3. Auto-Tagging Enabled — Ensure auto-tagging is turned on in your Google Ads account.

  4. GA4 Events Exist — Your website must already be sending relevant events (like purchase, form_submit, etc.) to GA4.

  5. Conversions Marked in GA4 — Mark important events as Key Events (Conversions).

✅ Tip: Keep your naming consistent — GA4 event names should match the conversion names you’ll import into Google Ads.

Two Possible Approaches

There are two ways data can flow between GA4 and Google Ads:

A. Import GA4 Conversions into Google Ads (Recommended)

This is the best practice. You define conversions in GA4 (based on events) and import them into Google Ads. This ensures GA4 acts as your single source of truth.

B. Import Google Ads Custom Conversions into GA4 (Reverse Flow)

You can also create custom conversions directly in Google Ads and send them into GA4 via tags or Measurement Protocol. This is less common and usually reserved for advanced setups where GA4 events aren’t available.

Step 1: Link Google Ads and GA4

To import conversions, you first need to link the two accounts.

  1. In Google Ads, go to Tools & Settings → Linked accounts.

  2. Find Google Analytics (GA4) and click Details.

  3. Select the property you want to link and click Link.

  4. Choose the data sharing options (enable Site metrics and Conversions).

Once linked, your GA4 events will appear inside Google Ads’ import list.

Step 2: Mark Events as Conversions in GA4

GA4 doesn’t track “conversions” automatically — it tracks events. You need to identify which events represent valuable actions.

  1. Open GA4 → Admin → Events.

  2. Locate your event (e.g., purchase, generate_lead, or a custom event like form_submit).

  3. Toggle Mark as key event (conversion) to ON.

If your event doesn’t exist yet, create it through:

  • Google Tag Manager (GTM) using a trigger and GA4 Event tag, or

  • GA4 Admin → Create event (use conditions to define your event).

Once saved, test your event in DebugView to ensure it fires correctly.

Step 3: Import Conversions from GA4 to Google Ads

Now it’s time to bring your GA4 key events into Google Ads.

  1. In Google Ads, go to Tools & Settings → Measurement → Conversions.

  2. Click + New Conversion Action → Import.

  3. Select Google Analytics 4 properties (Web and App).

  4. Choose the GA4 property and the key events you want to import.

  5. Click Import and Continue.

After setup, these conversions will appear under Conversions → Status: Recording conversions.

💡 Tip: It can take up to 24 hours before you start seeing conversion data in Google Ads.

Step 4: (Optional) Import Custom Conversion from Google Ads to GA4

If you created a custom conversion directly in Google Ads (e.g., using the Ads tag), you can reflect that in GA4 by sending the same event via:

  • Google Tag Manager (GTM) — use the Google Ads Conversion ID and Label in your GA4 tag

  • Measurement Protocol — send the event directly from your server to GA4

  • Server-side tracking tools like Stape or Taggrs to log matching events in GA4

This ensures both GA4 and Google Ads record identical conversion events, maintaining consistency for reporting and deduplication.

Troubleshooting Common Issues

Conversions not showing in Google Ads?

  • Check that GA4 and Google Ads are properly linked.

  • Verify you selected the correct GA4 property.

  • Ensure your GA4 events are actually firing and marked as key events.

Duplicate Conversions?

If you use both a Google Ads conversion tag and a GA4 import for the same event, you’ll double-count. Use only one source per conversion type.

Attribution delays?

GA4 uses event-based data and may delay reporting by a few hours. This is normal — avoid judging performance within the first few hours after import.

Best Practices for Accurate Importing

  • Use GA4 as the main source — define and import conversions from GA4 to Ads, not the other way around.

  • Name events consistently — keep names simple (purchase, form_submit, etc.).

  • Include key parameters — value, currency, transaction_id for ecommerce.

  • Avoid duplicates — use either GA4 import or the Ads tag, not both.

  • Test regularly — check events with Tag Assistant and GA4 DebugView.

Advanced Tip: Use Server-Side Tagging

Server-side tagging (via Stape.io, Google Cloud, or Taggrs.io) helps send conversion data securely and bypass ad blockers.
You can route both GA4 and Google Ads events through a single server container, ensuring:

  • More reliable data

  • Better privacy compliance

  • Reduced client-side loading

For high-traffic ecommerce or lead-gen sites, this is the gold standard setup in 2025.

Example Scenarios

Ecommerce Example

  • GA4 Event: purchase

  • Event Parameters: transaction_id, value, currency

  • Import this conversion into Google Ads to track purchases and feed Smart Bidding.

Lead Generation Example

  • GA4 Event: form_submit

  • Parameters: form_id, page_path

  • Imported conversion helps measure form completions tied to ad clicks.

FAQs

Q1: Can I import conversions both ways?
Yes, but GA4 → Google Ads is the preferred direction for accuracy.

Q2: How long before imported conversions appear?
Usually within 24 hours after setup, but full data sync may take 48 hours.

Q3: Can I import app conversions?
Yes — choose Google Analytics 4 (Apps) during import.

Q4: Does importing affect my bidding?
Yes. Imported conversions will start influencing Smart Bidding once they accumulate enough volume.

Q5: Can I delete imported conversions?
Yes, you can remove them anytime in Google Ads → Conversions settings.

Final Checklist

✅ GA4 and Google Ads accounts linked
✅ Auto-tagging enabled
✅ Key events created and marked as conversions
✅ Conversions imported into Google Ads
✅ Events tested with DebugView
✅ Duplicates avoided

Conclusion

Importing custom conversions between Google Ads and GA4 ensures that both platforms speak the same measurement language. When configured correctly, it strengthens your bidding accuracy, aligns reports, and gives you a complete view of performance.

If you’re running ecommerce or lead campaigns, take time to set this up properly — and consider server-side tagging for extra reliability.

Once imported, your conversion data becomes the foundation of smarter, data-driven ad optimization.

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