What is Google Ads conversion tracking with GA4?
It's how Google Ads learns which clicks turned into customers. A conversion is an action you've decided is valuable: a purchase, a form sent, a call booked.
GA4 is Google's analytics tool. It records what people do on your site from every channel. When you link it to Google Ads, you can bring those key events across and use them as Google Ads conversions.
Should you use the Google Ads tag or import from GA4?
Either is fine. Pick one source for each action and stick to it.
- Google Ads tag: built for Google Ads, supports enhanced conversions, and reports conversions in a way that suits bidding. A good default for purchases and leads.
- GA4 import: one set of events for all your reporting, so marketing and analytics agree on what a conversion is. Handy when GA4 is already set up well.
- Both: fine, as long as only one of them is primary for each action. The other can sit as secondary for reference.
How do you set up Google Ads conversion tracking with GA4?
This is the order we follow. It takes an hour or two on a simple site, longer if forms or checkout are custom.
- List the actions that matter: purchases, quote requests, calls, bookings. Leave out page views and scrolls.
- Check GA4 records each one as a key event, with a value for purchases.
- Link your GA4 property to Google Ads, and make sure auto-tagging is on in Google Ads.
- Decide the source for each action: the Google Ads tag or a GA4 import.
- Create or import the conversion actions in Google Ads.
- Set the real results to primary. Set micro actions, such as add to basket, to secondary.
- Turn on enhanced conversions where it fits, so more conversions are measured when cookies are missing.
- Set up Consent Mode with your cookie banner, so tags respect what each visitor chose.
- Test every action with Tag Assistant and a real test enquiry or order.
- Check the numbers a few days later against your own records, such as your inbox, CRM or store orders.
What's the difference between primary and secondary conversions?
Primary conversions are what Google Ads bids towards and shows in the Conversions column. Secondary ones are recorded for reference but don't steer bidding.
This one setting causes more trouble than any other. If newsletter sign-ups and page views sit as primary, smart bidding will chase them.
Why don't Google Ads and GA4 numbers match?
Because they count differently. Google Ads reports a conversion against the date of the ad click, while GA4 reports it on the day it happened. GA4 also shares credit across every channel, so some sales Google Ads claims, GA4 gives to email or organic search.
Small gaps are normal. Big gaps usually mean double counting, a broken tag, consent blocking tags, or auto-tagging switched off.
How do you track leads that close offline?
If sales happen on the phone or weeks later, a form fill is only half the story. Store the click ID or use enhanced conversions for leads, then send closed deals from your CRM back to Google Ads.
That lets bidding learn which searches bring customers, not just enquiries.