How to Import Google Analytics goals as Google Ads conversions

  1. Open up Google Ads and then go to “TOOLS AND SETTINGS”

  2. Under “Measurement” click on “Conversions”

  3. Click on the + sign (or +New conversion action)

  4. Of the options you see on the screen, click “Import”

    1. Then select Google Analytics (UA)

      1. If you are using Google Analytics 4 (GA4) select “Google Analytics 4 properties”

    2. Click “Continue”


  5. The goals from GA should now show (If you newly linked your GA account to Google Ads, allow for up to 24 hours before the goals appear.)

    1. Select the GA goals you would like to link.

    2. Then click “Import and continue”

    3. Congratulations, you have imported your GA goals. These goals are now conversion actions in Google Ads.

  6. To edit the settings of each conversion action:

    1. Click on the conversion action

    2. Click on “Edit Settings”

    3. This is where you can edit the following items

      1. Conversion Name: This is where you create a name for your conversion action

      2. Goal and action optimization: this is where you can select the goal category and whether this conversion action will be used for bidding optimizations. If you select “Primary action used for bidding optimization”, all conversions that occur from this conversion action will be reported inside your live campaigns.

      3. Value: Here you can keep the same value from Analytics or set a different value or choose not to use a value

      4. Count: Here you can select

        1. Every: Every time this conversion occurs, the conversion is counted

        2. Once: The conversion is only counted once per visit. (i.e. if someone submits a form twice in the same visit, only once conversion is counted).

      5. Click-through conversion window: this sets how long after a click occurs that a conversion can be reported. For example, if someone clicks on your ad and then converts 45 days later, conversions will be reported as long as the window is set to 45 days or more.

      6. Attribution model: This sets how much credit is assigned to each click (interaction) that leads up to a conversion. For example if you set this to “Last click”, only the final click that led to the conversion will get credit.

    4. Once your finished editing, click “Done”