Link Google Analytics and AdWords

Linking a Google Analytics account to your AdWords account can help you analyze visitor activity on your website. This information can shed light on how much of your website traffic or sales is driven by AdWords, and help you improve your ads and your website.

Why link AdWords to Google Analytics

When you create a link between Google Analytics and AdWords, you allow four types of data to flow between the two. This means you can:

  • Import Google Analytics goals and transactions into AdWords
  • View Google Analytics site engagement data in AdWords
  • Create remarketing lists in Analytics to use in AdWords for targeting specific audiences
  • Automatically view your AdWords click and cost data alongside your Analytics site engagement data.

Before setup

Before you start, make sure that you're using a Google Account that has access to both your Analytics and AdWords accounts, has edit permission for the Analytics account, and has administrative access for the AdWords account.

Steps to link accounts

To link accounts, follow these steps:

  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Click the Tools and Analysis tab, then select Google Analytics. Google Analytics
  3. Click the Admin tab at the top of the page.
  4. In the drop-down menu below the "Account" column, select the Analytics account you want to link with your AdWords account. (Note: If you don’t see the account you’d like to link, you may need to navigate back up to the account level, or further up to Account Home, in order to reach the Account Administration page and view a list of your accounts.)
  5. Click AdWords Linking drop-down menu. If you don't see this link, you likely don't have administrative access to this account..
  6. Click the +New link button at the top left of the table.
  7. Select the AdWords account you want to link with your Analytics account.
  8. Click the Next step button.
  9. In the “Link configuration” section, select the Analytics views in which you want the AdWords data to be available.
  10. If you've already enabled auto-tagging in your AdWords account, skip to the next step. The account linking process will enable auto-tagging for you. Click Advanced settings only if you need to manually tag your AdWords links.
  11. If you’ve already opted to share your data with other Google products, skip to the next step.
  12. Click the Link Accounts button.

Try it now

Now that you've linked your Adwords and Google Analytics accounts, follow the prompts on your screen to enable additional types of data to flow between the products.

Tips

  • Once accounts are linked, it can take 24 hours to see your AdWords data reflected in your Analytics account.
  • If you opted to keep auto-tagging turned on (recommended), Analytics will start automatically associating your AdWords data with customer clicks.
  • To link another AdWords account to this same Analytics account, repeat the steps above.
  • If you have trouble linking accounts, it might be because you don’t have administrative access for the Analytics account you’re trying to link. If that’s the case, ask someone to create the link for you or grant you access.
  • You can’t link a My Client Center account directly to an Analytics account, but you can link each individual managed account using the instructions above.
Unlink your Google Analytics account from your AdWords account

If you're the administrator for a Google Analytics account — meaning you created the account or someone gave you administrative access to the account — you can unlink it from your AdWords account:

  1. Sign in to your AdWords account a https://adwords.google.com.
  2. From the Tools and Analysis tab, click Google Analytics. Google Analytics
  3. Click the Admin tab at the top of the page.
  4. In the drop-down menu below the "Account" column, select the Analytics account you’d like to unlink from your AdWords account, and click AdWords Linking.
  5. Find the AdWords account you’d like to unlink from your Analytics account, and click Unlink.
  6. In the confirmation pop-up, click the Unlink button.

When you unlink accounts:

  • AdWords data (i.e., Clicks, Impressions, CPC, etc.) will stop being recorded on the Clicks tab in your Analytics AdWords reports. Historical site usage information is available, but historical AdWords information won’t be available. And all four types of data — goals and transactions, engagement stats, remarketing lists, and AdWords data — will stop flowing once the link is broken.
  • New visits resulting from clicks on auto-tagged destination URLs appear in your Analytics AdWords reports as not set.

If you only want to remove AdWords data from a single Analytics view, you don't need to unlink accounts. Instead, follow steps 1-3 above, find the linked AdWords account, and then deselect the relevant views in the "Usage in Analytics" column.

If you can't reach your administrator, you can contact Google to help you unlink the account.