Google Ads has updated its web conversion data import feature to support fractional, cross-channel web conversion credits from Google Analytics 4 properties.
Previously, web conversions were imported based on a cross-channel last-click attribution model, meaning only conversions originating from Google advertising were imported into Google Ads.
With the update, partial cross-channel conversion data can be imported, even if the last non-direct click wasn't from Google Ads.
Advertisers must link their Analytics and Google Ads accounts and enable auto-tagging to import conversions.
The update offers benefits such as access to Analytics conversions and data related to Google Ads clicks and allows Google Ads Smart Bidding to optimize bids using the imported data.
Advertisers must migrate their conversions to GA4 to avoid duplicate conversions and ensure a smooth transition.