How do I import conversions from Google Analytics 4?

To import these actions, you must first ensure that the two platforms are talking to each other through a linked connection.

Step 1: Link Accounts via Data Manager

In 2026, all product linking is centralized in the Data Manager.

Open Data Manager: Click the Tools icon in the left-hand menu and select Data manager.
Connect Product: Click + Connect product and search for Google Analytics (GA4).
Link Property: Choose the property you wish to link.
Enable Data Flow: Ensure the toggle for “Import site metrics” and “Import Google Analytics audiences” is turned on.

Step 2: Mark Events as “Key Events” in GA4

Before an action can be imported, it must be designated as a “Key Event” within the GA4 interface.

In GA4, go to Admin > Events.
Find the event you want to track (e.g., generate_lead or purchase).
Switch the toggle under the “Mark as key event” column to On.

Step 3: The Import Process in Google Ads

Navigate to Goals: Click Goals > Conversions > Summary.
Create New: Click the blue + Create conversion action button.
Select Import: Choose Import from the list of four options (Website, App, Phone, Import).
Select Source: Choose Google Analytics 4 properties and then select Web.
Choose Events: You will now see a list of all GA4 “Key Events” that haven’t been imported yet. Check the boxes for the ones you want.
Complete: Click Import and continue, then Done.

Technical Comparison: GA4 vs. Native Ads Tag

For your technical writing guide, it is helpful to explain why a user might choose one over the other.

Feature	GA4 Import	Native Ads Tag
Data Freshness	24–48 hour delay	Near Real-time
Attribution	Uses GA4’s Data-Driven Model	Uses Google Ads’ Bidding Logic
Setup Ease	Very High (if GA4 is already set)	Moderate (requires GTM/Code)
Cross-Device	High (with Google Signals)	Very High (Google proprietary)

Troubleshooting: Why can’t I see my events?

The 24-Hour Rule: It can take up to 24 hours for a new “Key Event” in GA4 to become “eligible” for import into Google Ads.
Already Imported: If the event was imported previously (even if it was later deleted), it won’t show up. You must “un-delete” it in the Conversion Summary by filtering for “Removed” actions.
Permission Level: You must have Admin access in Google Ads and at least Editor access in GA4 to complete the link and import.

Attribution Mismatch

Warning for Guide: In 2026, GA4 and Google Ads often report different numbers for the same event. This is because Google Ads attributes a conversion to the date of the last ad click, while GA4 attributes it to the date the conversion actually happened.

Last Updated 2nd February 2026.

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