Admin · Internal Guide
Import GA4 Conversions into Google Ads
This guide walks you through linking your GA4 property to your Ad Grant account and importing the four conversion events that are now firing on the site. Complete this once — conversions will then flow automatically.
Conversion Events to Import
| GA4 Event Name |
|---|
assessment_completeAssessment Complete |
donate_clickDonate Button Click |
contact_form_submittedContact Form Submitted |
intake_form_submittedIntake Form Submitted |
Step-by-Step Instructions
- 1
Link GA4 to Google Ads
In Google Analytics 4: Admin → Product Links → Google Ads Links → Link. Select your Ad Grants account. This is a one-time setup — if already linked, skip to Step 2.
Open GA4 Admin - 2
Open Google Ads Conversions
In Google Ads: Goals → Conversions → Summary → + New conversion action → Import.
Open Google Ads - 3
Choose "Google Analytics 4 properties"
Select "Google Analytics 4 properties" from the import source list. Click Continue.
- 4
Select the conversion events
You will see all GA4 events that have been marked as conversions in GA4. Check the box next to each event in the table below. Click Import and Continue.
If an event does not appear yet, it means no one has fired it since the code was deployed. Publish the site, trigger the event once yourself (complete the assessment, click donate, submit contact), then wait 24–48 hours for it to appear. - 5
Mark events as conversions in GA4 first
In GA4: Admin → Events → find each event name → toggle "Mark as conversion" to ON. This is required before Google Ads can import them.
Open GA4 Events - 6
Set conversion counting to "One per click"
For each imported conversion action in Google Ads, set Count = "One per click" (not "Every"). This prevents a single visitor from inflating your conversion count.
- 7
Set attribution model to "Data-driven" or "Last click"
For Ad Grants, "Last click" is the safest choice. Data-driven requires 300+ conversions/month to activate.
- 8
Wait 24–48 hours and verify
After import, conversions appear in Google Ads under Goals → Conversions → Summary. The "Status" column should show "Recording conversions" once the first event fires through an ad click.
Ad Grants requires a 5% CTR and meaningful conversions to stay active. assessment_complete is your strongest signal — make sure it is imported.
Ad Grants Compliance Reminder
- Maintain a 5% CTR across all campaigns — pause low-CTR keywords.
- All ads must point to mission pages (/, /hope, /intake, /couples, /singles, /kids-families) — not /shop.
- At least one active conversion action must be recording in Google Ads at all times.
- Use specific, multi-word keywords — single broad keywords are not allowed.
- assessment_complete is your strongest conversion — prioritize campaigns that drive /intake traffic.