[GA4] Measure web key events from Google Analytics 4 properties

After you’ve linked your Google Ads account and Google Analytics 4 properties (formerly known as App + Web properties), you can import web key events and web remarketing lists from Google Analytics for measurement and bidding in Google Ads.

In this article, you’ll learn how to import and set up web conversion events from Google Analytics 4 properties in Google Ads.

Before you begin

Before you can import your web key events, you'll need:

• A Google Analytics 4 property: Set up the property in Google Analytics before linking it to Google Ads. You need to have 'Edit' permissions in your Google Analytics account before you can set up the property. Learn more about setting up a property in Google Analytics.
• A web data stream for a Google Analytics 4 property: A web data stream allows you to measure data from your website or web app. Learn more about adding a web data stream.
• Key events set up in a Google Analytics 4 property: E-commerce events are automatically enabled as key events. Learn more about key events.

Instructions

1. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop-down in the section menu.
3. Click +New conversion action.
4. Select Import from the list of conversion types.
5. Click Google Analytics 4 properties, then click Web.
6. Click Continue.
7. Tick the box next to a web conversion event, then click Import and continue. All conversions that you set up in the Google Analytics 4 property appear in the list, so choose the web conversion events that are relevant to you before you import.
8. Click Done.

You’ll now see your web conversion event in the 'Conversion actions' table. Click the name of an event to see more details and to edit the conversion action settings.

You can also report on web key events by going to the 'Campaigns' table, then clicking the segment icon > 'Key event source'. Web key events will appear in the 'Google Analytics 4' row when you add the 'Key event source' segment.

Settings for all key event actions (including e-commerce events)

• Name: Enter a name for the key event action that you'd like to measure. This will help you recognise this key event action later in key event reports.
• Value: The value of each key event is measured in the Google Analytics 4 property and will be automatically imported into Google Ads. You can also set a default value in Google Ads or choose not to use a value. Bear in mind that in the Google Analytics 4 property you need to send the value as a number to report key events in Google Ads. Learn more about key event values.
• Count: Select whether to count every or one key event per ad click. 'Every' is best for sales; 'One' is best for leads. Learn more about counting key events.
• Key event look-back window: Select how long to measure key events after someone clicks an ad. Learn more about key event look-back windows.
• Category: Select the category that best describes your key event. You can use this category to segment your key event reports.
• Include in 'Key events': Untick this setting (selected by default) if you don’t want to include data for this key event action in your 'Key event' reporting column. You might want to untick this setting if you use an automated bid strategy to optimise for key events, and you don't want to include this particular key event action in your bid strategy. Learn more about account-default conversion goals.
• Attribution model: Select an attribution model to determine how much credit each ad interaction gets for your key events. The 'Data-driven' attribution model is the default and is available for most key event actions. Learn more about attribution models.