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About linking Google Analytics and AdWords accounts

Linking a Google Analytics property to your AdWords account can help you to analyse 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 to 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 explains how linking Google Analytics and AdWords works. For instructions on linking the two accounts, read Link Google Analytics and AdWords accounts. 

How it works

When you link an AdWords account to an Analytics property, anyone with access to the views that 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. You’ll be able to see this data in the Conversions column of your AdWords reports

Keep in mind that once Analytics data (for example, goals) has been imported to AdWords, it is subject to the AdWords terms of service.

About the Linked accounts page for Google Analytics

After you link your AdWords account to an Analytics property, you can see the following details in the “Linked accounts” page for Google Analytics in your AdWords account:

  • Views: Shows how many views have been linked for this property. When you place your cursor over the data, you’ll see which views have been linked, and which view’s site metrics have been imported. If the property has any views linked to manager accounts, you’ll also see a breakdown of how many views are linked to manager accounts and how many to your account.
  • Goals: Shows how many goals have been imported into your conversion reports for this property. When you place your cursor over the data, you’ll see how many additional goals you can import as well as a link to manage your conversion actions.
  • Audiences: Shows how many remarketing lists have been created for this property. When you place your cursor over the data, you’ll see which lists have been created, as well as a link to create audience lists. 
  • Accounts: If your account is managed by one or more manager accounts, this column shows which manager accounts are linked to a given property. 
    • If the property is linked only to your account and not linked to a manager account, you’ll see “This account” in the column. 
    • If the account is managed by multiple manager accounts (for example, by a sub-manager and a manager account), you can place your cursor over the data to see which manager accounts are linked to the property.
If your account is managed by any manager accounts, you’ll be able to view data for properties that are linked to those manager accounts. 

Moving Google Analytics properties

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.

Editing or unlinking 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. Read Link Google Analytics and AdWords accounts to learn how. 

Keep in mind, when you unlink a property:

  • Session data for AdWords (such as clicks, impressions, CPC, etc.) from before you unlinked will still be available in AdWords reports. But new sessions resulting from clicks in the AdWords accounts after you’ve unlinked will show in reports as "(not set)". 
  • Remarketing lists based on the link will be closed.
  • Goals or transactions will no longer be imported into AdWords from Analytics.

Best practices: Check mark icon Best practices

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

Related links

 

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