We previously wrote a guide to using Google Universal Analytics events as conversions goals in Google Ads right here, along with an accompanying guide on how to create those goals for import into Google Ads to help train the account to serve ads against your goals.
With the advent of 2023, there is a new dawn rising on GA4. Universal Analytics is a much-loved website traffic analytics tool that’s been around for longer than most digital marketer’s careers have even existed. But Google like to do what Google likes to do and announced many months ago its intention to get rid of this old favourite and move to GA4.
We’re still trying to come to terms with the loss, whilst trying to learn the new interface presented by GA4. So we are blogging as we make our way on this journey and will take you along with us too.
So, where do you start?
Yeah? Right? This is why GA4 is so confusing.
However, the easiest way to set up bespoke events in GA4 is to add Google Tag Manager to your website and then administer all code changes within that tool to pull data through to GA4.
So the first thing you need to do is set up a Google Tag Manager account and take a look on this blog to see common click event tracking you might like to set up in GA4.
Once you have events set up successfully, you now need to wait. Universal Analytics used to have a lag of an hour or two before data showed up. GA4 has a lag of 24 hours, so that’s progress right?
Before you head off for 24 hours though, our advice is to trigger every event you just set up. The reason for this is that events will only show up in GA4 once triggered, and it’s only when they show up that you can create a conversion from them. So click around, downloading PDFs, submitting forms and clicking on important links. Then, see you tomorrow!
We are now ready to go into our GA4 account to turn those events into conversions. You do this by clicking in the left hand menu on ‘Configure’ and whereupon you will be presented with a list of events that have fired on your website in the at least the last 24 hours.
If you named your events in ways you can recognise easily (demonstrating the importance of choosing good names whilst building these out), you should be able to see them presented to you in the list.
In the below you can see then that it is as simple a matter as sliding to ‘on’ in the column labelled ‘Mark as conversion’. Note: not all of them need turning on, only the ones that are important to you for Google Ads or other conversion tracking purposes.
Back up in the top left you will then be able to click through and see all conversions in that view too.
First you need to establish a link between your Google Ads account and your Google Analytics account. Then you need to import conversions already set up in the Analytics account.
Once you have your conversions ready and firing in GA4, they should then present themselves for import into Google Ads.
And that’s it. Just repeat the process whenever you get new conversions through to help you train your account.
We hope that this series of articles will save you hours of searching for how to deal with small tasks. Take a look at the other articles we’ve put together:
As we work our way through small and always difficult to remember tasks at the coalface of marketing, we’re sure there will be additions to this list very soon, so maybe bookmark this page if you found it helpful.
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If you’d like help with digital marketing, ads management, SEO, copywriting, websites, branding or social media management… or anything else related to the internet and digital, then get in touch with us. We’re a friendly bunch.