Import Google Analytics Key Events to Google Ads

Watch the step-by-step walkthrough below, then follow along with the guide to import GA4 key events into Google Ads as conversion actions — using either platform as your starting point.

Follow the Steps Book Coaching
Step by Step

Import Google Analytics Key Events to Google Ads

Choose the option that works best for you — both produce the same result in Google Ads.

Option 1: Import from Google Ads
1

Login to Google Ads

2

Navigate to Goals in the left-hand-side menu

3

Open the Conversions dropdown

4

Select Summary

5

Click on the Create conversion action button

6

Check only the "Conversions on a website" option

  • Make sure only this option is selected before proceeding
7

Click Save and continue

8

Select your Google Analytics property

  • Google Ads will show a list of linked GA4 properties — select the one that tracks your website
9

Check the events you would like to import

  • Only events marked as Key Events in Google Analytics will appear here
10

Select a Conversion category

  • Choose the category that best describes the conversion action (e.g., Purchase, Lead, Page view)
11

Click Save and continue, scroll down, and select Finish

▶   Or import directly from Google Analytics:
Option 2: Import from Google Analytics
1

Login to Google Analytics

2

Navigate to Admin in the 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

  • Choose the category that best matches the action (e.g., Purchase, Lead, Page view)
10

Click Next and Save

Need 1-on-1 help with Google Ads?

Book a 90-minute coaching session and we'll work through your Google Ads account together!

Book a Coaching Session
FAQ

Frequently Asked Questions

Common questions about importing Google Analytics events into Google Ads.

What is the difference between a Google Analytics Key Event and a Google Ads Conversion?

A Key Event in Google Analytics (GA4) is an event you've marked as important in your GA4 property — it's used for measurement and reporting within Analytics. A Conversion in Google Ads is what Google uses to optimise bidding and measure ad performance. By importing a Key Event, you create a Google Ads conversion action that mirrors the GA4 event, allowing Smart Bidding to optimise toward it.

Do I need to link Google Analytics to Google Ads before importing events?

Yes. Your GA4 property must be linked to your Google Ads account before you can import events. You can create this link from Google Analytics → Admin → Google Ads links, or from Google Ads → Tools → Linked accounts → Google Analytics. Without the link, your GA4 property will not appear during the import process.

Why don't I see any events available to import?

Only events that are marked as Key Events in Google Analytics appear in the import list. If you don't see any events, go to Google Analytics → Admin → Events and toggle the "Mark as key event" switch for the events you want to import. Allow a short time for the events to appear before retrying the import in Google Ads.

Should I use Option 1 (from Google Ads) or Option 2 (from Google Analytics)?

Both options create the same conversion action in Google Ads — the end result is identical. Option 1 (from Google Ads) is more convenient if you're already working in Google Ads. Option 2 (from Google Analytics) is useful if you manage the GA4–Google Ads integration from the Analytics side and want to control which events are shared at the property level.

Will imported conversions count historical data?

Yes, to a degree. When you import a GA4 Key Event, Google Ads can backfill up to 30 days of historical conversion data from the linked GA4 property. This means your campaigns may show conversion data from before you set up the import. Going forward, conversions will be recorded in real time as the GA4 event fires.

Can I import the same event as multiple conversion actions in Google Ads?

Yes. You can import the same GA4 event multiple times with different settings — for example, once as a primary conversion (used for Smart Bidding) and once as a secondary conversion (for observation only). This allows you to track the same action differently across campaigns without creating conflicts in your bidding strategy.

Keep Learning

Related Google Ads Tutorials

More step-by-step guides to set up and optimise conversion tracking in Google Ads.

Get Personal Help

Book a 1-on-1 Coaching Session

Need a hands-on walkthrough tailored to your account? Book a 90-minute coaching session and we'll set it up together.