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Google Ads Update: Enhanced GA4 Conversion Imports

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Summary. Maximise the potential of your e-commerce marketing strategy with the help of an e-commerce consultant! Now, Google Ads supports importing fractional, cross-channel conversion credits from your GA4 properties, providing you with more accurate data and the ability to optimise your ad campaigns like never before. To leverage this game-changing feature, it’s essential to migrate to GA4 and set up conversion actions for enhanced GA4 conversion imports. By doing so, you’ll unlock a wealth of benefits, including access to valuable Analytics data, seamless integration within Google Ads, and the power to optimise bids using Smart Bidding.

The link to the source of this great article from can be found at the bottom of the page.



Google Ads now supports fractional, cross-channel conversion imports, allowing you to improve optimization & maximize returns.


  • Google Ads now supports importing fractional, cross-channel conversion credits from GA4 properties.
  • This update allows for more accurate data and improved optimization of ad campaigns.
  • Advertisers must migrate to GA4 and set up proper conversion actions to utilize this capability.

In a recent update, Google Ads improved how it imports web conversion data, allowing for more precise measurements and enhanced optimization.

Google Ads now supports the import of fractional, cross-channel web conversion credits from Google Analytics 4 (GA4) properties.

Previously Limited To Last Click Attribution

Before this update, web conversions were imported from GA4 based on a cross-channel last-click attribution model.

This meant conversions were only imported into Google Ads if the last click originated from Google advertising.

Consequently, advertisers miss out on valuable conversion data from other channels.

Fractional Cross-Channel Conversion Credits Now Supported

With the latest update, Google Ads will import partial cross-channel conversion data even if the last non-direct click wasn’t from Google Ads.

If data-driven attribution is used, all the partial Google credits from GA4 will be imported into Google Ads, regardless of where the last interaction occurred.

Setup & Benefits Of Importing Conversions

To import conversions from Google Analytics to Google Ads, advertisers must link their Analytics and Google Ads accounts and enable auto-tagging in their Google Ads accounts.

Importing conversions offers several benefits, such as:

  • Access to Analytics conversions and data related to Google Ads clicks
  • Viewing Analytics conversion data within Google Ads
  • Allowing Google Ads Smart Bidding to optimize bids using the imported data
  • Migrating Conversions to GA4

To avoid duplicate conversions and ensure a smooth transition, advertisers must migrate their conversions to GA4.

As of October 3, 2022, Google Ads automatically sets newly imported GA4 conversion actions as “secondary” conversion actions to prevent double-counting the same event for bidding.

Advertisers must manually set GA4 conversion actions as their “primary” source before Universal Analytics becomes obsolete.

You can do this by signing into your Google Ads account, navigating to the Measurement > Conversions section, and selecting the “primary action” option for the desired conversion action.

Impact On Results

If you’ve never imported Universal Analytics goals, the default setting for imported GA4 conversions will be “primary.” No further action is required to start bidding.

Google Ads will import data from Analytics when the import process is initiated. Historical data before this date will not be added to Google Ads.

Google will use the chosen conversion window(s) (7-90 days, default: 30 days) to determine which conversion events to import from Analytics.

To ensure the accuracy of imported conversion data, make sure to either remove existing Universal Analytics conversions or mark them as “secondary” before importing GA4 conversions.

This step will help prevent potential issues with duplicate conversion data.

In Summary

With this crucial update, you can optimise your advertising budget and maximize your return on investment like never before. Consider partnering with an experienced e-commerce consultant to extract the full potential of this Google Ads update and enhance your overall marketing strategy. Together, you’ll navigate the intricacies of this feature and propel your campaigns to unparalleled success.

Citation: If you would like to find out more about the source of this article – Google Ads Update: Enhanced GA4 Conversion Imports”, see here.


E-commerce Consultant

Mike Raybone is a highly experienced ecommerce-consultant who helps businesses develop effective marketing strategies. His services are designed to improve a business’s marketing strategy and help them achieve their goals, get in touch today to find out more.