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Upgraded attribution for web conversions imported into Google Ads

In the recent upgrade, Google Ads can now import fractional, cross-channel web conversion credits from Google Analytics 4 properties. This update will result in more precise measurement and improved optimization. Prior to this, web conversions were imported on a cross-channel last click basis from Google Analytics 4 and were attributed in Google Ads based on the chosen attribution model. This method did not import any conversions if the last click was not from Google advertising. With the upgrade, fractional cross-channel conversion credit will be imported into Google Ads, even if the last non-direct click was not from Google advertising. For instance, if a conversion action is imported using data-driven attribution, all fractional, attributed Google credits will be imported into Google Ads, irrespective of the last touchpoint.

Learn more about importing conversions

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