Step-by-Step Guide to Integrating Google Ads and GA4: 5 Crucial Steps

Mariana Lopes · 2026-10-07

Setting up your GA4 property for proper tracking

1. Sign in to your Google Analytics account and create a new GA4 property.
2. Set up the data stream for your website, making sure the GA4 tracking code is correctly installed on every page.
3. Check that automatic events (such as page views) are being captured. Use the “Events” section in GA4 to confirm.
4. Set up custom events if needed to track specific actions (e.g., button clicks, form submissions).

Importing conversion events from GA4 to Google ads

1. In Google Ads, go to “Tools and Settings” and select “Conversions.”
2. Click “Import” and choose “Google Analytics (GA4).”
3. Select the events you marked as conversions in GA4 and click “Import and continue.”
4. After a few days, check that the conversions are showing up correctly in Google Ads to make sure the integration is working.

Syncing audiences between platforms

1. In GA4, go to “Audiences” and create segments based on user behavior (e.g., visitors who didn’t convert).
2. Go to “Audiences” in Google Ads to sync those GA4 audiences.
3. Make sure the audiences are up to date by checking how often they refresh in GA4.
4. Use these audiences for remarketing campaigns to increase conversions.

Setting up custom reports in Google ads

1. In Google Ads, go to the “Reports” section and select “Custom.”
2. Add relevant metrics, such as CTR, CPC, and conversion rate, focusing on the ones you consider most important.
3. Save the custom report for future reference to make performance analysis easier.
4. Consider scheduling recurring reports to get campaign performance updates.

ANALYZING PERFORMANCE ACROSS PLATFORMS TO FIND OPTIMIZATION INSIGHTS

1. Compare GA4 conversion data with Google Ads performance metrics.
2. Analyze cost per conversion and revenue generated, looking for significant discrepancies between the platforms.
3. Use the insights to adjust bids, targeting, and creatives, focusing on the top performers.
4. Run A/B tests with ads and audiences to continuously optimize your campaigns.

Following these steps will help ensure an effective integration between Google Ads and GA4, enabling more accurate tracking and deeper performance analysis.

How many conversions have you been able to track accurately across the platforms?