2025 Google Ads: Import Conversions (Key Events) From Google Analytics 4
A recent update to Google Ads conversions user interface changed how we connect Google Analytics 4 and Google Ads and how we import key events or conversions from Google Analytics 4 into our Google Ads. This video is a quick explanation of how the new flow works — step by step.
❗❗❗ An important key idea to note — while this is an easy method to import conversions, and see website conversions in your Google Ads, it is not the best one!
In my experience, this Google Analytics import method tracks about 20 to 40% less reliably than using Google Tag Manager and the Google Ads conversion tags.
I recommend using GTM instead, and also implementing Google Ads Enhanced Conversion tracking — using first-party-data in addition to tracking only with cookies like Google Analytics does.
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