A conversion is created from a Google Analytics 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. Conversions based on Google Analytics events allow you to measure important actions that originate from organic channels like search, email, and social for cross-channel campaign measurement use cases.
The following flow shows how to create a 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
Google Analytics and Google Ads conversions
This feature may not be available to your Google Analytics property. The Google Analytics team is actively working to expand this feature to more properties. Please reach out to your support team if you have questions about the eligibility of your property.
Conversion management is streamlined across Google Ads and Google Analytics for a unified cross-channel experience. This enables you to:
- Create conversions directly from your Google Analytics events and seamlessly share them with Google Ads. Some settings, like conversion window and counting method, might not be editable in Google Ads.
- Manage conversion settings for both Google Analytics and Google Ads from a centralized interface.
- Use categorized lists, improved search and filtering, and detailed settings review to manage your conversions effectively. Tools will also be available to identify and address diverging conversion settings between Google Analytics and Google Ads.
- Track all conversion changes within Google Analytics change history, including detailed "before and after" views and shareable deep links.
Learn more about creating conversions.
Notes:
- A linked Google Ads account is required to create a new Google Analytics conversion from a key event.
- You can create a conversion in Google Analytics which makes the conversion available in Google Ads.
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.
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