How to connect GA4 to Google Ads for conversion import
Linking GA4 to Google Ads lets you import your GA4 key events as Google Ads conversions, so the platform can bid toward real outcomes. It is powerful, but easy to set up in a way that double counts.
The steps
- In GA4 Admin, open Google Ads Links and link your Google Ads account.
- Mark the actions you care about as key events in GA4.
- In Google Ads, go to Goals, then Conversions, and import the GA4 key events you want to bid on.
Choose what to import carefully
Do not import everything. Import the one or two actions that represent real value, usually a purchase or a qualified lead. Importing micro actions as primary conversions teaches Google to optimise toward the wrong thing. If you already have a native Google Ads conversion for the same action, do not also import the GA4 version as primary, or you will double count.
GA4-imported vs native Google Ads conversions
Native Google Ads conversions (gtag or the Ads tag) are measured by Google Ads directly and tend to attribute more. GA4-imported conversions use GA4's attribution. They will not match, and that is expected, covered in Google Ads vs GA4 conversions. Pick one source per action as your primary bidding signal, keep the other as secondary for reporting, and your optimisation stays clean.
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