Google Analytics 4 (GA4) has replaced Universal Analytics (UA). Starting on July 1, 2024, you will lose access to Universal Analytics data in your account, the API, and in Google Ads. If you haven't completed the migration, go to the Setup Assistant to get started with Google Analytics 4.
Google Analytics 4 has replaced Universal Analytics. On July 1, 2023 all standard Universal Analytics properties stopped processing data. 360 Universal Analytics properties with a current order will receive a one-time processing extension ending on July 1, 2024. If you currently bid on Universal Analytics conversions imported into Google Ads, it’s important that you migrate to Google Analytics 4 in order to:
- Continue to record your conversion events and use them in Google Ads for bid optimization
- Familiarize yourself with the changes in Google Ads
- Allow for more accurate conversion action reporting
Google Ads will recommend new action optimization settings to help you prioritize conversion actions from Google Analytics 4. In this article, you'll learn how to switch your conversion bidding optimization to Google Analytics 4 and how the recommendations work. Learn how to Make the switch to Google Analytics 4.
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How it works
You can make updates in the conversion summary page, or Google Ads will automatically provide recommendations to update to new conversion action optimization settings. You’ll notice this recommendation (or be asked to update to new conversion action optimization settings) if you:
- Import both conversions from both Universal Analytics and Google Analytics 4 conversions into your Google Ads account. This includes all “Conversions (by conv. time)” and all “Conversions value (by conv. time)” columns.
- Have imported Google Analytics 4 conversions for 15 days.
To switch your biddable conversions to Google Analytics 4, make the following updates to your action optimization settings (based on your current conversion actions):
- Apply the new conversion action optimization recommendations provided in Google Ads. Once you’ve done this, no further action is needed.
- Manually swap the action optimization settings on your current Universal Analytics and Google Analytics 4 actions.
Projected changes to historical data based on new action optimization settings
Before you save your new action optimization settings, you’ll be able to review the projected changes to your conversion metrics. Google Ads provides a “Conversions” percentage and a “Conversion value” percentage to help you understand the potential impact of your switch to Google Analytics 4. These numbers are based not only on your “primary” and “secondary” settings, but also on information collected from a 15-day tracking period. Learn more about Conversion action optimization calculation.
Before you begin
Before you can switch your conversion actions to the newly recommended action optimization settings, complete the following tasks:
- Link your Universal Analytics properties to your Google Ads account
- Import your Universal Analytics conversions into your Google Ads account
Follow the instructions below to import your Google Analytics 4 conversions into your Google Ads account.
- In your Google Ads account, click the Goals icon
.
- Click the Conversions drop down in the section menu.
- Click Summary.
- Click + New conversion action.
- Under “Start tracking conversions” click Import.
- Choose “Google Analytics 4 properties” in the “Select what you want to import” section.
- Choose “App (Firebase)” or “Web” from the dropdown options.
- Click Continue.
- Select each conversion event you want to import, then click Import and continue.
- Click Done.
Learn more about how to Import Analytics conversions into Google Ads.
Instructions
A recommendation to switch to Google Analytics 4 conversions will appear at the top of your “Conversions summary” page or on the "Recommendations" page. Follow the steps below to ensure that you have enough historical data.
- In your Google Ads account, click the Goals icon
- Click the Conversions drop down in the section menu.
- Click Summary.
- Navigate to the “Take actions to improve your conversion measurement” section.
- In the “Switch to Google Analytics 4 conversions” notification, click Get started.
- Review the following projected changes based on new action optimization settings in all of your conversion goal cards.
- “New setting” column: Confirm that your conversion action optimization setting was updated to “Primary” or “Secondary”.
- Conversions: Your “Conversions” percentage is based on historical data over the past 15 days. It’s important to note that this percentage includes changes made to other campaign settings.
- Conversion value: Your “Conversion value” percentage is based on historical data over the past 15 days. It’s important to note that this percentage includes changes made to other campaign settings.
Note: You may notice discrepancies in your conversion metrics because Universal Analytics and Google Analytics 4 measure conversion events differently. Learn more about Comparing metrics.
- Click Save. Your new action optimization settings are saved.
- In your Google Ads account, click the Campaigns icon
.
- Click Recommendations.
- In the “Switch to Google Analytics 4 conversions” card, click View recommendation.
- Review the following projected changes based on new action optimization settings in all of your conversion goal cards.
- “New setting” column: Confirm that your conversion action optimization setting was updated to “Primary” or “Secondary”.
- Conversions: Your “Conversions” percentage is based on historical data over the past 15 days. It’s important to note that this percentage includes changes made to other campaign settings.
- Conversion value: Your “Conversion value” percentage is based on historical data over the past 15 days. It’s important to note that this percentage includes changes made to other campaign settings.
Note: You may notice discrepancies in your conversion metrics because Universal Analytics and Google Analytics 4 measure conversion events differently. Learn more about Comparing metrics.
- Click Save. Your new action optimization settings are saved.
- In the conversions summary, click Edit conversion goal.
- Select “Primary” for actions that you want to bid toward when that goal is selected.
- Under “Conversion source”, unselect Universal Analytics conversions, and select Google Analytics 4 conversions.
Monitor your campaign
Now that you’ve updated your conversions, there are a few actions to help with the transition to the new conversions.
Mitigate performance fluctuations
You might notice fluctuations in your Google Ads performance in instances where your campaigns are optimizing for varied conversion volumes, you’ve recently changed your account settings, or you set bidding information without considering your historical data, among other reasons.
To mitigate these fluctuations, you can adjust your budget and targets as needed. Learn more about mitigating performance fluctuations and changes in Google Ads campaigns.
Conversion action optimization questions
You may be missing your Google Analytics 4 conversions if:
- You haven’t configured the desired conversion in your Google Analytics 4 property or they aren’t set up correctly.
- You failed to link your Google Analytics 4 properties to Google Ads, you won't be able to import Google Analytics 4 conversions.
- You haven’t imported your Google Analytics 4 properties into your Google Ads account correctly
