Quick answer: To import GA4 key events into Google Ads, link your GA4 property to the Google Ads account (GA4 Admin > Product links > Google Ads links), keep auto-tagging on, mark the event as a key event in GA4, then in Google Ads go to Goals > Summary > Create conversion action > Import > Google Analytics 4 properties and select the event.
If your leads are tracked in GA4 (for example the generate_lead event from my form tracking guide), importing them gives Google Ads the conversion data it needs for reporting and Smart Bidding. Allow about 30 minutes.
In this guide: Before you start | 9 steps | Why numbers differ | Fix list | FAQ
Before you start
- Access: Editor on the GA4 property and Admin on the Google Ads account (or manager account).
- Working event: the event must already be recorded in GA4. If it is not, fix that first with my GA4 events not showing checklist.
- Timing: GA4 data can take up to 24 hours to appear after linking, and key events only count from the moment you mark them.
The 9-step setup
Step 1: Check your access levels
Open GA4 Admin > Property access management and confirm you are an Editor or Administrator. In Google Ads, confirm Admin access. Without both, the link option is greyed out or fails.
Step 2: Make sure the event is recorded in GA4
Submit a test and confirm the event in DebugView (Admin > Data display > DebugView) or Realtime. Importing an event that never fires will give you a conversion action with zero data.
Step 3: Link GA4 to Google Ads
- In GA4 go to Admin > Product links > Google Ads links.
- Click Link, choose your Google Ads account(s), then click Confirm and Next.
- Review the settings, click Submit and look for the "Link created" message.
You can also link from Google Ads: Tools > Data manager (or Linked accounts) > Google Analytics (GA4), then click Link next to your property. Menu names change often, so use the search bar if you cannot find it. If you already linked from GA4, you do not need to repeat this.
Step 4: Keep auto-tagging and personalized advertising on
Leave both on during linking. Then in Google Ads go to Admin > Account settings > Auto-tagging, tick Tag the URL that people click through from my ad, and save. Without auto-tagging, GA4 cannot reliably tell that a visit came from your ad.
Step 5: Mark the event as a key event in GA4
In GA4 open the Events section and turn on Mark as key event for every event you want to bid on (for example generate_lead or purchase). Only key events can be imported as conversions. Marking is not retroactive.
Step 6: Start a new conversion action in Google Ads
- In Google Ads go to Goals > Conversions > Summary.
- Click + Create conversion action.
- Choose Import, then Google Analytics 4 properties, then Web, and click Continue.
Step 7: Select the key events and import
Tick the GA4 key events you want, click Import and continue, then Done. Only import events you want Google Ads to treat as a goal. Extra events clutter your reports.
Step 8: Set Primary or Secondary, and the value
- Primary: used in the Conversions column and for bidding on campaigns that use that goal.
- Secondary: observed in reporting only. It does not influence bidding.
If you already optimise campaigns on an existing conversion action, import the new GA4 action as Secondary first, compare numbers for a week or two, then switch. This protects running campaigns from a sudden change. Open the action to set a value and the goal category, since these are edited in Google Ads, not GA4.
Step 9: Check data and avoid double counting
Give it up to 24 hours, then open Goals > Conversions > Summary and look at the status of the new action. Make sure the same lead is not counted by two Primary actions (for example a Google Ads tag and an imported GA4 key event for the same form). Pick one source as Primary for each goal and set the other to Secondary.
Why GA4 and Google Ads numbers differ
| Reason | What happens |
|---|---|
| Counting method | Google Ads usually counts every post-click conversion. GA4 can count one key event per session. |
| Attribution model | The two platforms may credit different channels for the same conversion. |
| Time zone and date | GA4 reports by the date of the event. Google Ads can report by the date of the ad click. |
| Reporting delay | Google Ads is near real time. GA4 can lag. |
Small differences are normal. Treat large gaps as a sign of a setup problem.
Fix list: conversions not importing
| Problem | Fix |
|---|---|
| Event not in the import list | Mark it as a key event in GA4 and confirm the accounts are linked. |
| Import list is empty | Check you are the right Google account and have Admin access on Google Ads. |
| Status shows no recent conversions | Wait up to 24 hours, then test the event in DebugView. |
| Traffic shows as direct or unassigned | Turn on auto-tagging and avoid duplicate or broken UTM parameters. |
| Conversions counted twice | Set only one source as Primary per goal. |
Frequently asked questions
Should I import GA4 key events or use the Google Ads conversion tag?
Either works. A Google Ads tag usually counts every post-click conversion, while GA4 counts one key event per session by default, so numbers differ. Choose one source as Primary for each goal to avoid double counting.
Why are my GA4 conversions not showing in Google Ads?
Check that the accounts are linked, the event is marked as a key event in GA4, auto-tagging is on, and enough time has passed. GA4 data can take up to 24 hours to appear after linking.
Why do GA4 and Google Ads show different conversion numbers?
They count differently. Attribution models differ, GA4 can count one conversion per session while Google Ads counts post-click conversions, and time zone handling is different.
Do I need auto-tagging to import GA4 conversions?
Yes, keep auto-tagging on. It tags the URL people click through from your ad so GA4 can recognise Google Ads traffic and attribute conversions.
What access do I need to link GA4 and Google Ads?
You need Editor access to the GA4 property and Admin access to the Google Ads account. Marking an event as a key event needs a lower GA4 role, but linking needs Editor or above.
Final thoughts
Link the accounts, keep auto-tagging on, mark the key event, import it as Secondary first, then promote it to Primary once the numbers look right. That order protects live campaigns and gives Smart Bidding clean conversion data.
Running into a mismatch between GA4 and Google Ads? Share the numbers in the comments and I will help you trace it.