Analytics and AdWords Express

  • Link your Google Analytics and AdWords Express accounts to track visits to your site from your ads.
  • View the Analytics data for your ads and your ads' performance on the AdWords Express dashboard.

By using Analytics and AdWords Express, you can measure how well your website meets your business expectations. One way to measure your ads' performance is to track completed activities on your web site (also known as conversions) that lead to the success of your business. Examples include making a purchase, signing up for a newsletter, etc.

If you’re already using Google Analytics to track traffic to and on your website, you can link your Google Analytics account and AdWords Express account. Once both accounts are linked, you can then see your ads' performance on your AdWords Express dashboard--for example, the number of times customers made a purchase, the number of people who signed up for a newsletter, etc.

Linking your accounts

To link your Analytics and AdWords Express accounts, both accounts will need to use the same login email address. If you already have an Analytics account with the same login email address, we’ll show the option to link your accounts on your AdWords Express dashboard. If you don't have an Analytics account yet, we can create one for you in AdWords Express.

Using tracking IDs and tracking tags

Tracking IDs

Google Analytics provides a tracking ID for every website that you want to monitor for traffic. That tracking ID is a string like UA-000000-01. It must be included in your tracking tag to tell Google Analytics which account and website to send data to. It's automatically included in the JavaScript snippet for websites.

During the AdWords Express setup of Analytics, you can find your tracking ID under "Connect your website.":

View tracking ID in AdWords Express

Once you have your tracking ID, go into your content management system (CMS), which is the tool you use to maintain your website, and find the settings page where you can enter Google Analytics tracking IDs.

For example, if you use Google Blogger as your CMS, just click Settings, click Other, and then paste your Google Analytics tracking ID into the "Analytics Web Property ID" box.

Google Blogger Settings page

Tracking tags

A Google Analytics tracking tag is a snippet of JavaScript that collects and sends data from a website to Google Analytics. It’s automatically generated for every website or webpage. You can paste your unedited snippet, in its entirety, into every webpage you want to track, by adding the snippet immediately before the closing </head> tag.


  • The tracking tag snippet is only for collecting data from websites. Don’t mix up tracking tag snippets from different website properties, and don’t reuse the same tracking tag snippet on multiple domains.
  • Also, you need to use either a tracking ID or a tracking tag to set up Google Analytics. No need for both.


  • Learn how to set up the web tracking tag in the Google Analytics Help Center.
  • Some Internet service providers or hosting platforms (such as Wordpress, GoDaddy, Wix, Weebly, etc.) simplify Analytics tracking-code installation by offering plug-ins that automatically install it on your web pages. Review your platform’s instructions to add your Analytics tracking ID.
  • Here are instructions for setting up Analytics with some common website providers:
Was this article helpful?
How can we improve it?