Including event configuration, importing data into Google Ads and analysing conversion quality.

Google Analytics 4 (GA4) uses an event-based model. The setup described here tracks conversions by configuring events and identifying conversion actions.

 

Part 1: Set up custom events for conversion tracking

1. Create a conversion event in GA4

  1. Sign in to Google Analytics Select your property.

  2. Open "Admin" Select "Events".

  3. Click "Create Event" to create an event.

  4. Click "Create" and configure the event details:

    • Event Name: Choose a unique name, for example: purchase_complete or lead_form_submit).

    • Matching Conditions: Add relevant conditions, for example, event_name equals form_submission).

    • Parameter Configuration: You can add custom parameters, such as value for a purchase amount).

  5. Click "Save" to save the event.

2. Mark the event as a conversion

  1. Go to Admin Select "Events".

  2. Find your new event and click "Mark as conversion".

  3. The event is now marked as a conversion in the setup described and appears in the conversion reports.

Part 2: Import conversion data into Google Ads

1. Link Google Analytics 4 to Google Ads

  1. Go to Admin in GA4.

  2. Under "Product Links", click "Google Ads Links".

  3. Click "Link", select your Google Ads account and confirm the link.

2. Import conversion events into Google Ads

  1. Sign in to Google Ads Go to "Tools and settings" → "Conversions".

  2. Click "+" and select "Import".

  3. Select "Google Analytics 4 properties" → "Conversions".

  4. Select the events marked as conversions and click "Import and continue".

Part 3: Analyse conversion quality in GA4

1. Monitor conversion performance

  1. Go to "Reports" → "Engagement" → "Conversions".

  2. Review conversion counts, traffic sources and engagement metrics.

  3. Use Exploration Reports for a closer analysis of users who converted.

2. Assess conversion quality

  • Lifetime Value (LTV): Review the cumulative value of users who converted.

  • Engagement Rate: Compare engagement between users who converted and those who did not.

  • Conversion Paths: Analyse conversion paths to understand which channels contribute to conversions.

Summary

  • The process described creates events and marks them as conversions in GA4.

  • Importing the data into Google Ads supports campaign optimisation.

  • Assessing conversion quality helps improve advertising decisions and audience targeting.

 

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