An analyst has been asked to prepare an event to be used for bidding optimization in a linked Google Ads account. According to the recommended workflow, what action must be taken after identifying the important event but before creating the conversion for ads?
Correct Answer
The event must be designated as a key event.
Why is this the correct answer?
After identifying the important event, it must be designated as a key event. Key events are how a business tells Google Analytics which interactions matter, and only key events can be shared with a linked Google Ads account to become conversion actions there. Until the designation is made, the event is collected and appears in reporting, but it is indistinguishable from every other event as far as advertising is concerned and cannot be imported. The full sequence is worth memorising because the exam tests it in several forms: collect the event, mark it as a key event, link Google Ads, import it as a conversion action, then decide whether it should be primary, and therefore used for Smart Bidding, or secondary for reporting only. Exporting to BigQuery or building explorations are analysis tasks that sit outside this workflow.
Why are the other options wrong?
The event’s parameters must be marked as custom definitions.
Custom definitions let you report on event parameters as dimensions or metrics. Useful, but not required to use the event for bidding.
The event data must be exported to BigQuery.
BigQuery export supports deep analysis. It plays no part in making an event available to Google Ads.
The event must be analyzed in a custom exploration.
Explorations analyse collected data. Analysis is not a prerequisite for importing a conversion action.
Real-world example
An analyst is asked why 'quote_submitted' is missing from the Google Ads conversion import list. The event fires correctly and appears in GA4 reports, but was never marked as a key event. Once flagged, it imports within a day and becomes the campaign's bidding goal.
Topics in this question
About the Google Analytics Certification (GA4)
The Google Analytics Certification tests your understanding of GA4: how data is collected through events, how accounts, properties and data streams fit together, and how to use standard reports, explorations and audiences to answer business questions.
Exam guide and all 238 Google Analytics (GA4) questions →Related Google Analytics (GA4) questions
- 1An analyst wants to use the form_submission event for bidding optimization in a linked Google Ads account. According to the recommended workflow in Google Analytics, what's the required first step before this event can be used as a conversion for advertising?Explained
- 2What's the direct result of sharing key events from Google Analytics with a linked Google Ads account?Explained
- 3Which of the following accurately describes a benefit of linking a Google Ads account with a Google Analytics property?Explained
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