In a recent update, Google Ads improved the import of web conversion data, allowing for more accurate measurements and improved optimization.

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

Previously limited to last click attribution

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

This meant that conversions were only imported into Google Ads if the last click was from a Google ad.

As a result, advertisers miss out on valuable conversion data from other channels.

Partial cross-channel conversion credits are now supported

With the latest update, Google Ads imports partial cross-channel conversion data even if the last indirect click was not from Google Ads.

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

Setup and benefits of importing conversions

To import conversions from Google Analytics into 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, including:

• Access to analytics conversions and data related to Google Ads clicks
• Viewing Analytics conversion data in Google Ads
• Allow Google Ads Smart Bidding to optimize bids using the imported data
• Migrate conversions to GA4

To avoid double conversions and ensure a smooth transition, advertisers need to migrate their conversions to GA4.

Starting October 3, 2022, Google Ads will automatically set newly imported GA4 conversion actions as “secondary” conversion actions to avoid counting the same event twice for bids.

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

To do this, log into your Google Ads account, navigate to the Measurement > Conversions section and select 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 is primary. No further action is required to start bidding.

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

Google uses the selected conversion windows (7-90 days, default: 30 days) to determine which conversion events to import from Analytics.

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

This step helps avoid potential issues with duplicate conversion data.

In total

You can access more accurate data and make better decisions by importing prorated cross-channel web conversion credits from GA4 properties.

In this way, you can ensure that you make optimal use of your advertising budget and maximize your return on investment.

source: Google

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