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Link Google Analytics and an AdWords manager account (MCC)

Linking Google Analytics properties to your AdWords manager account can help you analyze customer activity on your website after an ad click associated with any of the AdWords accounts within your manager account. 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.

Whenever you add a new AdWords account to your manager account, it will automatically be linked with the same Analytics properties, eliminating the need to link them individually to Analytics.

Why link an AdWords manager account (MCC) to Google Analytics

After linking Google Analytics and your AdWords manager account, you can:

  • Link all of the AdWords accounts you manage to Analytics in one step
  • Simplify managing your imported Analytics goals and transactions, remarketing lists, and site engagement stats, and exported AdWords cost data across multiple AdWords accounts by managing them in one manager account
  • Automatically link an account to your Analytics properties when you add it to your manager account

Before you start, make sure that you're using a Google Account that has Edit permission for the Analytics property and Administrative access for the AdWords manager account you wish to link.

Note: These permissions are only required for the linking process itself. After you've created the link, the permissions can be modified or removed entirely.

Check AdWords access level

To check your AdWords account's access level, follow these steps:

  1. Sign in to your AdWords manager account.
  2. Click the "Billing, Account settings, and Help" menu (), then choose Account settings.
    Preferences Tab
  3. In the navigation menu, click Account access.
  4. In the "Access level" column, look for "Administrative access."

If you don't have the right level of access, you can ask the administrator of your AdWords manager account to grant you administrative access. Without administrative access to your AdWords manager account, you will not be able to link to Google Analytics.

Check Google Analytics permissions

To check your Analytics property's permissions, follow these steps:

  1. Sign in to your Analytics account.
  2. Click the Admin tab at the top of the page.
    screenshot of admin user interface navigation
  3. In the “Account” column, choose the Analytics account that contains the property you want to link with one or more of your AdWords accounts.
  4. In the “Property” column, choose the Analytics property you want to link, and click User Management.

    If you don’t see User Management here, you can ask the administrator of your Analytics account to grant you edit permissions, or simply to link the accounts for you.

  5. In the “Property Permissions” column, look for “Edit” permission for the email address associated with your AdWords account.

Instructions for linking your AdWords manager account and Google Analytics

  1. Sign in to your AdWords account.
  2. Click the "Billing, Account settings, and Help" menu (), then choose Linked accounts.
  3. Under "Google Analytics," click View details. (Or, if you already have linked accounts, click Edit.
  4. You'll see a list of Google Analytics properties to which you have access. Click Set up link next to the property you want to link to your AdWords manager account.
  5. Now you'll see a list of the views from this property that you can link. There are two settings:
    • Import site metrics: 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 all of your managed accounts.
    • 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 in AdWords. A different view can always be chosen in individual managed accounts.
    If your AdWords account is used by an AdWords manager account 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.

Note

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

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.

  1. Sign in to your AdWords manager account.
  2. Click the "Billing, Account settings, and Help" menu (), then choose 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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