Gradual feature rollout: This feature is not yet available for all Google Analytics properties.A conversion is created in Google Ads from a Google Analytics key event and provides a consistent way of measuring important actions in both Google Analytics and Google Ads. A conversion helps you improve your marketing strategy by providing consistent conversion counts across platforms so you can understand and optimize your ad campaigns. Unlike key events, conversions are eligible for bidding and reporting in Google Ads.
To create a conversion, identify an key event that measures the important interaction and then in Google Ads, create a new conversion that's based on the Google Analytics key event. After you create the conversion in Google Ads, the conversion data is shared between Google Ads and Google Analytics so you're viewing the same data across platforms.
The following flow shows how to create a Google Ads conversion from a Google Analytics key event. In short, if an event is important to your business's success, you can mark the event as a key event in Analytics. Then, if the key event is important for optimizing ad campaigns and measuring their performance, create a conversion in Google Ads from the Analytics key event.
Event → Key Event → Conversion
Example
In addition to marking the 'scroll' event as a key event, you want to mark the 'generate_lead' event as a key event. While you could use the 'scroll' event to inform your Google Ads strategy, you may want to use the 'generate_lead' event instead because the 'generate_lead' event will inform you of when users complete the sign-up form on the lead-generation page, not just when they scroll through the form.
After you mark the 'generate_lead' event as a key event, you can create a Google Ads conversion based on the Google Analytics key event to optimize your marketing strategy. When you create the Google Ads conversion, a conversion is also created in Google Analytics and shared between the two platforms.