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Link Google Analytics and AdWords

Linking a Google Analytics property to your AdWords account can help you analyze customer activity on your website after an ad click or impression. This information can shed light on how much of your website traffic or business comes from AdWords, and help you improve your ads and website.

Linking accounts allows you to import Google Analytics goals and transactions, see Google Analytics data in your AdWords reports, and import Analytics remarketing audiences. You’ll also see AdWords data in your Analytics reports.

This article will show you how to link your accounts, or how to edit or unlink Google Analytics properties. 

Before you begin

To link AdWords and Google Analytics, or to unlink or edit your link, you’ll need to use a Google Account with the following permissions to Google Analytics and AdWords:

  1. For the Google Analytics property, you'll need "Edit" permissions.
    • To check your permissions, in Google Analytics, click Admin at the top of the page, select the property you want to link, and click User Management. If you don’t see “User Management” in the property column, ask your account administrator if you have “Edit” permissions.
  2. For the AdWords account, you'll need administrative access.
    • To check your account access, click the gear menu (), and select Account settings. In the menu on the left, select Account access.

How to link AdWords and Google Analytics

  1. Sign in to your AdWords account.
  2. Click the gear menu (), then select Linked accounts.
  3. Under "Google Analytics," click View details. You'll see a list of Google Analytics properties to which you have access. (If you don't see an Analytics property here, make sure you have "Edit" permission to that property.)
  4. Click Set up link next to the property you want to link to AdWords. Choose a property for the business you advertise with AdWords. (You'll be able to link more than one.) If you've already linked a property, you'll see "Edit" instead of "Set up link."
  5. Now you'll see one of the two screens described below:
    • If the property you chose only has one view, you'll see the name of that view. Select Import site metrics to be able to see Google Analytics data in AdWords reports. (To add this data to your reports, you’ll also need to follow the instructions to add Google Analytics columns to your AdWords reports.)
    • If the property has multiple views, you'll see a list of the views from this property that you can link. There are two settings:
      • Link: Link as many views as you'd like. This will make AdWords click and cost data available in Analytics, and Analytics goals and transactions available for import into AdWords.
      • Import site metrics: (Recommended) Choose one view from which to import site engagement metrics. While this is optional, we recommend choosing one view that will be used to show site engagement metrics in the Google Analytics reporting columns of your account.
    If your AdWords account is used by an AdWords manager account (MCC) that has linked to this property, you'll also see a column showing which views are linked to that manager account.
  6. Click Save.

You can repeat this process for any additional properties you want to link.


When you link an AdWords account to an Analytics property, anyone with access to the views you selected during linking will be able to see your imported AdWords data. Likewise, if you choose to import Analytics data (such as goals and transactions, metrics, or remarketing lists) into your AdWords account, anyone with access to that AdWords account will be able to see your imported Analytics data.

Once Analytics data (for example, goals) has been imported to AdWords, it is subject to the AdWords terms of service.

Google Analytics account administrators can move their Analytics property from one Analytics account to another. Any linked AdWords accounts will continue to be linked to the property. After the move, users of the new Analytics account will be able to see data from the linked AdWords accounts.

Best practices: Check mark icon Best practices

Read the Google Best Practices guide about improving AdWords performance with Google Analytics.
Optimizing AdWords with Google Analytics: Google Best Practices

Edit or remove linked Analytics properties

Once you've created a link to an Analytics property, you can add or remove views, edit settings, or unlink the property entirely. You must have Analytics “Edit” permission or AdWords administrative access to edit or remove a link.

  1. Sign in to your AdWords account.
  2. Click the gear menu (), then select Linked accounts.
  3. Under "Google Analytics," click View details.
  4. You'll see a list of Google Analytics properties to which you have access. Click Edit next to the property you want to edit or unlink.
    • To edit: Turn off links to any views you want to unlink, or change which view to use for site engagement metrics.
    •  To unlink: Click Remove link.
  5. Click Save.

If you unlink a previously linked property, data from AdWords (such as clicks, impressions, CPC, etc.) will no longer be visible in Analytics reports. Session data up until the time you unlink the account will still be available. Any new sessions that result from clicks in these linked AdWords accounts after you have unlinked will appear in Analytics reports as "(not set)". Any remarketing lists based on the link will also be closed, and any goals or transactions that you are importing in AdWords from Analytics will stop.

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