Understanding Primary vs. Secondary Conversions in Google Ads: An Enhanced Guide on Conversion Tracking & Reporting

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The key is to start by identifying all user interactions (events) on your website. Then, from these events, select those that are most critical to your business goals to be treated as ‘Conversions.’ In essence, conversions are those actions that you wish to monitor closely in Google Ads for optimizing your ad campaigns. For instance, while ‘Page Views’ is an event, it might not be significant enough to track as a conversion in GA4.

Typical conversions to track could include activities like form submissions, phone calls, scheduling meetings, or any other actions leading to leads. For e-commerce sites, conversions usually involve e-commerce related events like purchases, checkouts, or adding items to the cart.

Once you’ve set up your conversions in GA4, you can then import them into Google Ads. There, they can be categorized further into ‘Primary’ and ‘Secondary’ conversions. You have the option in Google Ads to designate secondary conversions as ‘Observe-only.’ This setting means that your ad performance will be optimized based on your primary conversions, while still allowing you to monitor secondary ones. This approach ensures a focused strategy on the most impactful user actions for your business.

In this blog, we will provide you with a complete step-by-step.

Important:

The following guide applies to Google Analytics 4 accounts only. If you are still using the legacy

version, Universal Analytics (UA), please contact us to help you migrate your data. 

Linking Google Ads to GA4: A Step-by-Step Guide

Linking GA4 with Google Ads is essential for a holistic view of customer interactions and optimizing ad performance. This connection allows for a seamless flow of conversion data between GA4 and Google Ads, enabling smarter, data-driven decisions for ad targeting and bidding strategies.

Step 1: Access Google Ads Account: Begin by logging into your Google Ads account. This is where you will initiate the link to GA4.

Step 2: Navigate to the “Linked Accounts” Section: Within Google Ads, find the “Settings” menu. Under “Setup,” you will find an option for “Linked accounts.” This section allows you to manage and establish connections with various Google services, including GA4.

Step 3: Find Google Analytics 4 Property: In the “Linked accounts” section, look for Google Analytics 4 (GA4) or simply Analytics, depending on the interface updates. Once you locate it, click on the “Details” button to proceed with linking your GA4 property. 

Step 4: Link GA4 Property: You will see a list of GA4 properties that you have access to and can link with your Google Ads account. Select the GA4 property that corresponds to the website or app you are advertising. If you have multiple properties, ensure you choose the one that is most relevant to your current advertising efforts.

Step 5: Configure Data Sharing Settings: After selecting the GA4 property to link, you’ll be prompted to configure data sharing settings. This includes deciding which information to share between Google Ads and GA4, such as conversion data, Google Analytics audiences for targeting, and import of GA goals or conversions into Google Ads.

Step 6: Finalize the Linking Process: Once you’ve adjusted your settings and chosen the data you wish to share, finalize the linking process. Confirm your selections and complete the link to start enjoying a unified data sharing experience between Google Ads and your GA4 property.

Step 7: Import GA4 Conversions into Google Ads: After establishing the link, navigate to the “Conversions” section under “Tools and Settings” in Google Ads. Here, you can import specific conversions from GA4 to Google Ads. This step is crucial for optimizing your ad campaigns based on conversion data directly from your analytics.

Importing GA4 Conversion Events into Google Ads: A Step-by-Step Guide

To leverage the full potential of your GA4 conversion data within Google Ads, follow these steps for a seamless importation process, ensuring that your advertising strategies are informed by comprehensive analytics: 

Step 1: Enable Auto-Tagging in Google Ads: Sign into your Google Ads account, navigate to “Settings,” then “Account Settings.” Here, ensure that the “Tag the URL that people click through from my ad” option is checked under the Auto-tagging section.

Step 2: Import GA4 Conversions:

I. In Google Ads, go to “Tools and Settings” > “Measurements” > “Conversions.”

II. Click “+ Conversion,” then select “+ New conversion actions” and choose “Import.”

III. From the “Import” options, select “Google Analytics 4 properties,” then proceed with “Continue.”

IV. Select the GA4 conversion events you wish to import, click “Import,” and then “Continue.” Finally, choose “Done.”

This process not only optimizes your ad spend but also enhances your strategy by utilizing detailed insights into how users interact with your website post-ad click.

Understanding Primary vs. Secondary Conversions in Google Ads

Primary conversions in Google Ads, like completed purchases, directly impact bidding strategies and are essential for revenue-focused campaigns. Secondary conversions, such as starting a checkout process, provide insights but aren’t used for bidding. It’s crucial to categorize conversions accurately to guide Google’s optimization effectively. Focus on primary conversions for direct economic impact and use secondary conversions for additional behavioral insights. This strategic approach ensures your ad spend is optimized for the most valuable customer actions.

Secondary Conversions Use

  • Understanding Customer Journey
  • Enhancing Audience Targeting
  • A/B Testing and Optimization
  • Long-Term Strategy Development

Primary Conversions Use

  • Optimizing Bidding Strategies
  • Tracking Key Performance Indicators (KPIs)
  • Budget Allocation
  • Ad Performance Assessment

Overall, in digital advertising, primary conversions are essential for directly influencing bidding strategies and measuring key performance outcomes, while secondary conversions offer valuable insights into customer behavior and support long-term strategy development. Together, they create a balanced approach, optimizing both immediate revenue generation and sustained brand growth.

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