See Google Analytics data in AdWords reports

  • Use new AdWords columns to see some Google Analytics metrics.
  • Make sure you've linked your accounts first before enabling the columns.
  • This data can give you insights and possible opportunities to optimize your campaign.


By viewing these Google Analytics site engagement metrics alongside your AdWords performance stats, you can see what people do after clicking on your ad and reaching your landing page. Here's the kind of data you can see:

  • Bounce Rate: When someone sees only one page or triggers only one event, Analytics considers this a "bounce." Your site's Bounce Rate is the percentage of sessions that are bounces.
  • Avg. Session Duration: The average time someone stayed on your site.
  • Pages/Session: The average number of pages viewed per session.
  • % New Sessions: The estimated percentage of first-time sessions.

This information helps show you how effective your campaigns and ad groups are. And that helps you make decisions about your budgets, bids, landing pages and ad text.

For example, viewing an ad group's Bounce Rate alongside its clickthrough rate (CTR) can give you a sense of whether your customers are seeing what they expect on your site after clicking your ad.

See an example


Dan sells flowers online. One of his campaigns is focused on birthday flowers, and he's experimenting with different keyword themes to find the one that brings him the most sales. One of his ad groups is focused on "birthday bouquets," while another contains keywords and ads related to "birthday flower arrangements."

When he looks at his clickthrough rate (CTR) for both, he sees that more people are clicking on the "bouquet" ad group's ads than those who click on the "flower arrangement" ad group's ads. At first, he thinks that the "bouquet" ad group is more successful. But once he adds the Bounce Rate column (based on Google Analytics data) to his ad group report, Dan sees a new piece of important information.

While the "bouquet" ad group ads have a higher CTR, 8%, compared with the CTR of the "flower arrangements" ads, 6%, the "bouquet" ad group also has a higher Bounce Rate (60%). This means that more than half of the people who arrive at his site from clicks on the "bouquets" ad group are not staying to explore the site or make a purchase.

In other words, the "bouquet" ad group may be getting a lot of clicks, but they may not be the kind of clicks Dan is looking for. He sees that the "flower arrangement" ad group has a lower Bounce Rate (30%), which means that people who click through to his site from those ads are more likely to stay on his site and explore.


Ad Group "Theme" Impressions CTR Ad Clicks Bounce Rate Users that
don't bounce
birthday bouquets 1,000 8% 80 60% 32
birthday flower arrangements 1,000 6% 60 30% 42


Although the "flower arrangement" ad group gets fewer clicks, for Dan, it's more valuable, because it yields clicks from people who stay to explore his website.


Setup Analytics columns in AdWords

Step 1: Connect AdWords to your Google Analytics views

Before you can connect AdWords to your Google Analytics views, you'll need to make sure both of your accounts are set up with the following account requirements:

  1. You'll need to have permission to edit the Google Analytics account(s) you want to import data from and the AdWords account to which you'd like to import data. Both accounts must be registered with the same email address.

    Note : If you use an MCC to access your AdWords accounts, your MCC login will have to have edit access on the relevant Google Analytics accounts.
  2. Your AdWords account needs to have auto-tagging enabled.
  3. Your relevant Google Analytics accounts must already be importing data from your AdWords account.
  4. In Google Analytics, your Data Sharing Setting needs to be set to: "Share my Google Analytics data with other Google products only."

If you make any changes to points 2, 3, or 4 above, you could disconnect your accounts and stop Google Analytics data from importing to your AdWords account.

Step 2: Import Google Analytics views into AdWords

To import, you'll need to connect your AdWords account and Google Analytics views to make sure that AdWords is capturing all the Google Analytics data you need.

  1. Sign in to your AdWords account at
  2. Click the gear icon and select Account settings. Preferences Tab
  3. Select Linked accounts.
  4. You'll be prompted to select the Google Analytics views from which you want to import data. You can look at just your available views, or you can look at all your Analytics views, including the ones that are not available for linking because they do not meet the criteria listed above.
    View Google Analytics Views
  5. Select up to ten views to link to your AdWords account by clicking "Add" to the right of the view name. Note: You're limited to one view per web property to prevent double counting.
    Add Analytics Views


  • If you don't see an account or view you're looking for, it's likely because you don't have administrative access to the associated Google Analytics account. Contact us if you need help
  • If you can see the account or view you're looking for, but it's unavailable, it's likely because you haven't already imported data or because your Google Analytics privacy settings need to be adjusted.

Keep in mind

  • You can edit your list of linked views by clicking "Edit" on the "Linked accounts" page. (Once you've linked your accounts, everyone who uses your AdWords account will be able to see your imported Google Analytics metrics.)
  • To ensure that you're importing the targeted information you need, it's important that you link your AdWords account to all the relevant Google Analytics views. For example, if your AdWords account has keywords and ads that target landing pages on 4 different websites, it's important that you link your AdWords account to a Google Analytics view for each of the 4 sites.
  • You can import Analytics data into your AdWords account from only 1 view per property, from a maximum of 10 properties.
  • If you don't tag every page you want to track in Google Analytics, you won't get the complete data you're looking for.
  • Mobile app property metrics can't be imported from Google Analytics.
Step 3: Add new columns to your reports

Now that you've linked your accounts, you can add new columns to your reports. Here are the steps:

  1. Sign in to your AdWords account at
  2. Click the Campaigns or Ad groups tab.
  3. Click the Columns button and select "Modify columns" from the drop-down.
  4. Look for the Google Analytics category on the side of the column customization drop down menu.
  5. Click "Add" for each column you'd like to add.
  6. Click the Apply button.

About data

Discrepancies between AdWords and Google Analytics data

There are some cases when your AdWords data might not match your imported Google Analytics data. Here are some of the most common reasons:

  • Google AdWords tracks clicks, whereas Google Analytics tracks sessions. There are several reasons that these metrics may differ:
    • A customer might click your ad multiple times. When one person clicks on one advertisement multiple times in the same session, AdWords records multiple clicks while Google Analytics recognizes the separate pageviews as one session.
    • A person might click on an ad, and then later, during a different session, return directly to the site through a bookmark or saved link. This would register as one click in AdWords, but multiple sessions in Analytics.
    • Someone might click on your ad, but then change her mind and prevent the page from fully loading by clicking to another page or by pressing the browser's Stop or Back buttons. In this case, Analytics won't register a session, but AdWords still counts this as a click.
  • To ensure more accurate billing, Google AdWords automatically filters invalid clicks from your reports.
  • Comparing long date ranges might include periods during which your accounts weren't linked.
Data availability and freshness

Google Analytics begins gathering and storing AdWords-specific data as soon as you establish account links between Google Analytics and AdWords. So, you can import Google Analytics data into AdWords for as long as you've linked your AdWords and Analytics accounts together.


If you established cost-source linking on May 1, and then began importing Google Analytics data into your AdWords account on May 15, your AdWords reports will include Google Analytics data going all the way back to May 1. Note: Google Analytics data is only available as far back as April 1, 2009.)

While Google Analytics typically processes data continuously throughout the day, it can take up to 24 hours for all data to be updated. For example, if you run a report for "yesterday" at 3pm today, it's possible that some data from yesterday (specifically from 3pm to midnight) might not yet be fully incorporated into your report.

Keep in mind

If your site is sending more than 50,000 sessions per day to Google Analytics, it can take up to 48 hours for all data to be updated. This can result in a delay of up to two days for metrics to be updated.

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