Setting up Google ads for Atlassian Marketplace App

Recently I published an app on Atlassian Marketplace. Making some notes here on how to setup Google Ads and optimize for conversions instead of clicks or impressions. The notes might be buggy and will keep refining them as I learn more. Overall I found Google ads setup to be extremely hard and kept running into many issues – too many to document. So just making note of the final steps.

Step 1: Create custom event in GA4 dashboard (goto Admin -> Data Display -> Events or something like that) w/ event_name equals click and event_label equals Cloud Install button click and mark it as a Key event. I got this event name by poking around with https://tagassistant.google.com/ and stumbling on this:

{
  event: "click",
  gtm: {
    uniqueEventId: 70,
    start: 1780685173616,
    ...
  },
  dimension1: "compliance-bot",
  dimension2: "2001000",
  content_group2: "Cloud",
  content_group4: "Paid via Atlassian",
  content_group3: "Jira",
  referrer: "https://marketplace.atlassian.com/apps/1646512322?gtm_de" +
            "bug=1780685171232",
  category: "appListing",
  poweredBy: "AMKT_FRONTEND",
  page_title: "MedTech Compliance Tracker | Atlassian Marketplace",
  hostingType: "CLOUD",
  partnerId: "566877100",
  appKey: "compliance-bot",
  appId: "1646512322",
  pricingModel: "PAID_VIA_ATLASSIAN",
  pageViewId: "55f489e0-e5ee-4613-8fd1-66fa3e8fce01",
  atlEventId: "3610fcee-c38e-4af5-be44-25501304249f",
...
  eventModel: {
    event_category: "Convert",
    event_label: "Cloud Install button click",
    send_to: "G-850EDEE3WX"
  }
}

Step 2: Now you go to Google Ads dashboard and create a conversion action that tracks this event (and delete the default event pre-populated by Google ads otherwise it interferes with this one):