Why is my GA4 key event counted in Analytics but still zero in Google Ads conversions?

Usually that means GA4 is recording the event, but Google Ads can’t count it as an Ads conversion yet. Make sure the same GA4 property is linked to the right Ads account, auto-tagging is on, and the event was actually imported as a conversion action — being a GA4 key event alone isn’t enough. Also check the action optimization setting: an imported GA4 conversion can be secondary, so it won’t show in the main Conversions column. If you just linked or changed it, give it 24–48 hours to appear and up to 24 hours for new conversion data. Ads also only credits conversions tied to eligible Google Ads clicks, so GA4 can show the key event from other traffic while Ads stays at zero.