Why it happens
The key event was never imported
The key event was never imported
Marking an event as a key event in GA4 does not create a Google Ads conversion. You still import it in Google Ads.
The import is secondary
Imported GA4 actions often land as secondary, so they show in All conversions and not in Conversions.
The accounts are not linked, or the link broke
No link, no import. Links break when the GA4 property or the Ads account changes hands or permissions.
Auto-tagging is off or the gclid is stripped
GA4 needs the gclid to tie a session to a Google Ads click. Without it the key event exists in GA4 and never attributes to Ads.
It is still inside the delay
Imported conversions can take up to 24 hours to show in Google Ads, and they are credited to the click date.
How to fix it, step by step
Check the link
In GA4 go to Admin, then Product links, then Google Ads links, and confirm the right Ads account is linked.
Mark the key event
In GA4 go to Admin, then Data display, then Events, and toggle Mark as key event on the event you want.
Import it in Google Ads
Go to Goals, then Conversions, then Summary, click + Create conversion action, choose Google Analytics 4 properties and Web, select the event and save.
Make it primary
Open the imported action, click Edit settings and set Goal and action optimization to Primary action if you want to bid on it.
Confirm auto-tagging
In Google Ads go to Admin, then Account settings, and turn on Auto-tagging. Then wait 24 hours before judging.
Steps checked against Google Ads Help: Create conversions from Google Analytics events in Google Ads; Google Ads Help: About auto-tagging; Analytics Help: Link Google Ads and Analytics; Analytics Help: About key events.
Sprites diagnoses this
Sprites diagnoses it
Sprites reads GA4 and Google Ads side by side and shows exactly where the import drops off.
What Sprites does
- Reads your GA4 property config: which events are key events and which Google Ads accounts are linked.
- Puts GA4 key event counts and Google Ads conversions for the same days in one table.
- Shows whether the imported action counts in Conversions or only in All conversions.
- Makes the imported action primary, and sets its counting and lookback, once you approve.
What it doesn't do
- It does not mark key events or create links in GA4.
- It does not turn on auto-tagging for you.
Questions
How long does it take for GA4 conversions to show in Google Ads?
Up to 24 hours after import, and new conversions keep arriving for days because they are credited to the click date.
Why do GA4 and Google Ads show different conversion numbers?
GA4 attributes across every channel and dates conversions to when they happened. Google Ads only counts its own clicks and dates them to the click.
Do I need auto-tagging for GA4 imports?
Yes. Auto-tagging adds the gclid that lets GA4 tie a session to a Google Ads click. Without it imported conversions do not attribute to Ads.
Should I import GA4 conversions or use the Google Ads tag?
The Google Ads tag records faster and more completely, which bidding prefers. Import GA4 key events when GA4 is your source of truth, and keep only one of the two primary for the same action.
See where it breaks
Connect your accounts. Sprites reads them side by side and shows you exactly where the numbers split.