Link Gads to Analytics

Why Link Google Ads to Google Analytics?

Linking your Google Ads account to your Google Analytics accounts provides you with an additional level of analysis by allowing you to import data from Google Analytics to your Google Ads account, as well as see Google Ads performance data within Google Analytics.

While Google Ads provides its own level of data within the Google Ads dashboard, linking the accounts allows you to see additional metrics like Bounce Rate of Paid Users, Pages/Session, the number of Sessions, and even more. Also, we can see additional conversion data, for example, like assisted conversions where a user may have visited the site through a paid ad, left the site then returned as organic traffic.  

Link a Google Analytics (Universal Analytics) property to Google Ads

If you have a Universal Analytics property from Google Analytics, you can link the property to your Google Ads account. Linking a Universal Analytics property to your Google Ads account can help you analyze customer activity on your website after an ad click or impression. 

To link your Universal Analytics properties to Google Ads, you’ll need administrative access to a Google Ads account and “Edit permissions” to a Google Analytics property. For unlinking or editing an existing link from Google Ads, only administrative access to a Google Ads account is required.

Once your Google Ads account is linked to Google Analytics, you’ll get the following features:

• View your ad performance alongside site metrics within the Google Ads reports in Google Analytics.
• Import Goals and Ecommerce Data from Analytics into Google Ads.
• Import Google Analytics data like Bounce Rate, Avg. Session Duration, etc. into Google Ads.
• Use Analytics Remarketing and Dynamic Remarketing within your Google Ads remarketing.
• See multi-channel funnels reports in Google Analytics.

How to Link Your Google Ads Account to Google Analytics

To link your Google Ads account to your Google Analytics account, follow the instructions below:

1. Log in to your Google Analytics account.
2. Once in the proper view, click on Acquisition.
3. Next, click on Google Ads.
4. Then click on Campaigns.
5. Click the blue Link your accounts button.

6. Select the Google Ads account that you would like to link.

7. If you have multiple Analytics views, you will need to turn on the views that you would like to link.

8. Select Link accounts.

9. Then select the blue Done button.

Alternative Way to Link Google Ads to Google Analytics

1. Click the Admin settings gear in the bottom left corner.

2. Select Google Ads Linking.

3. Follow steps 6 through 9 above.

Find here more detailed instructions on how to link, unlink, edit a link group:

Link/unlink Google Ads and Analytics