Google Ads conversion tracking setup with GA4 (lead gen)

Setup checklist (the short version)

1. Define the true conversion moment (not a form view).
2. Create/verify the GA4 event for that moment.
3. Mark the event as a GA4 conversion.
4. Link GA4 to Google Ads and import the conversion.
5. Verify firing in Tag Assistant or GTM Preview.
6. Confirm Ads diagnostics show the conversion as verified.

Step 1: define the true conversion moment

Most lead gen tracking breaks because teams track a page view or form start instead of the actual conversion completion. Decide exactly what counts as a conversion (e.g., thank‑you page, success event).

• Use a thank‑you page or a confirmed success event.
• Avoid generic page views or “form started” triggers.
• Document the moment in your Tracking Map.

Step 2: implement the GA4 event

Create a dedicated GA4 event that fires only on the conversion moment. If you use GTM, define the trigger and send the event with a clear, stable name.

• Keep event names consistent and lower‑case.
• Do not reuse generic events like page_view or submit.
• Test in GTM Preview before publishing.

Step 3: mark it as a conversion

In GA4, mark the event as a conversion. This enables importing it into Google Ads. Make sure you’re in the correct GA4 property.

• Verify the event appears in GA4 realtime.
• Mark it as a conversion only after it fires correctly.
• Avoid duplicate conversion events for the same action.

Step 4: link GA4 to Google Ads

Link the GA4 property to the Google Ads account you’ll optimize. If you have multiple accounts, confirm the correct linkage before importing conversions.

• Ensure admin permissions for both GA4 and Ads.
• Check that the Ads account appears in GA4 product links.
• Confirm auto‑tagging is enabled in Ads.

Step 5: import the GA4 conversion

In Google Ads, import the GA4 conversion and confirm the conversion action settings. This is where many mismatches start.

• Set counting to “One” for lead gen.
• Set category correctly (lead, submit, etc.).
• Decide whether to include in “Conversions.”

Step 6: verify in Ads diagnostics

Ads diagnostics should show the conversion as verified after a test conversion. If it’s unverified, check the firing and allow for import lag (24–48 hours).

• Run a clean test conversion.
• Check Tag Assistant for firing evidence.
• Wait up to 48 hours for GA4 import lag.

Common failure modes

What to document

Your Tracking Map should include the conversion event, trigger, GA4 property, Ads action settings, and verification evidence. That record is what keeps tracking stable over time.